If there’s one thing the British love more than moaning about the weather, it’s raising a glass of fizz at Christmas. And 2025 looks set to be no different. Despite inflation nibbling at wallets and duty changes looming like a hangover after Boxing Day, the nation’s appetite for bubbles is holding strong. Champagne and sparkling wine will once again take centre stage this festive season, while still wines may find themselves left on the sidelines—unless they can convince shoppers they’re either bargain brilliance or gift-worthy luxury.
Economy & Consumer Spending: Champagne Taste, Prosecco Budget
The UK’s 2025 economy is still shuffling around in last year’s party shoes. Inflation peaked in the autumn at 3.6% (with food and drink up 4.2%) and unemployment edged up to 4.7%. Not exactly cause for cork-popping. Yet, Brits have never let grim headlines get in the way of festive indulgence. Expect a split personality in spending: some will splash out on prestige bottles of Champagne, while others will be hunting supermarket deals with the dedication of truffle pigs.
What’s Hot This Christmas
- Champagne & Sparkling Wine: Still the belle of the Christmas ball. Sales jumped 4.4% last year, and with a healthy French harvest on the horizon, stocks should flow as freely as office party gossip.
- Premiumisation: Last year’s “premium Christmas” saw fine wine and branded goods fly off the shelves. Expect this trend to continue, as consumers justify ‘just one more bottle’ for the big day.
- Low & No Alcohol: Once the designated driver’s punishment, now the health-conscious drinker’s delight. Sales grew 5.5% in 2024 and will keep fizzing higher, especially with sparkling alternatives.
- Still Wine: It’s complicated. Premium still wines (think posh Italians and French classics) will do well for gifting and Christmas dinner, but mid-range bottles risk being the wallflowers of the wine aisle. Duty changes in February 2025 will only add pressure, especially for 12.5–14.5% ABV wines.
Retailer Playbook: Deals, Digital & Drama
Retailers know the score. Promotions remain king (Tesco’s “Buy 6, Save 25%” will once again tempt trolley-loads), while Majestic’s mix of tastings and store expansion proves experience still matters. Online sales are booming too, with younger shoppers happily filling virtual baskets of wine at midnight in their pyjamas.
Smart retailers will:
- Stack the shelves high with Champagne and sparkling wine.
- Push premium own-label as “affordable luxury”.
- Spotlight English fizz—it’s booming, sustainable, and increasingly delicious.
- Lean into omnichannel: online convenience plus in-store tastings = sales magic.
The Bottom Line
2025’s festive drinks trolley will be a tale of two shoppers: the splasher-outers and the savvy deal hunters. Either way, the fizz will flow, Champagne corks will pop, and still wine will need to fight for attention. One thing’s for certain—whether you’re raising a glass of vintage Dom Pérignon or Aldi’s award-winning Prosecco, Christmas without bubbles simply isn’t British.
If you’re not already planning your festive marketing, now’s the time. Our wine marketing team at Emotio Design Group would love to help make your brand sparkle this holiday season. Drop me an email at [email protected] and let’s get your Christmas campaign uncorked.
