Sparkling Wines Gain Everyday Traction As Champagne Rings In The New Year

Retailers are well-stocked for the holidays with new bubbly discoveries ready to pop.

At Twins Liquors in Texas, Champagne (shelves pictured) is outpacing demand, making room for customers to experiment with other brands.
At Twins Liquors in Texas, Champagne (shelves pictured) is outpacing demand, making room for customers to experiment with other brands.

As consumers increasingly pair sparkling wines with cuisine and reach for bottles of rosé, sparkling wine sales are rising above the holiday hype. “Americans are discovering what a great food wine Champagne is, and that it’s not just for when you have something to celebrate,” says Peter Landolt, wine director of Viscount Wines & Liquor in Wappingers Falls, New York. “Champagne is every bit as good with sushi, caviar, and lobster, and rosé Champagne is great with steak.”

In Texas, retailers are seeing sparkling wine’s shift into mainstream consumption. “Sparkling consumption as an everyday libation has taken hold this last year,’ says Sandra Spalding, director of marketing at Austin, Texas-based Twin Liquors Fine Wine & Spirits, with more than 90 stores in the Lone Star State. “Gone are the days where one needs a celebration as an excuse to pop bubbles.”

The popularity of rosé is fueling sparkling wine growth as well. “There is an increase in rosé Champagne and rosé Prosecco,” Landolt says. “It parallels the growth in rosé nationwide. People are discovering how good rosé is.”

Viscount offers about 200 sparkling wine brands priced from $6 for a 750-ml. of André to $280 for a bottle of Louis Roederer Cristal. Category sales at Viscount are strong this holiday season with consumers trading up. Leading brands include Zardetto Prosecco ($12 a 750-ml.), Côté Mas Crémant de Limoux Brut ($12), and Quenardel & Fils Reserve Brut ($29.59) and Brut Rosé ($32). “The majority of customers don’t have a specific brand in mind,” Landolt says. “More people are willing to try lesser-known Champagne brands, such as David Coutelas Brut Couvée Tradition ($32). They’re discovering the true Champagne is worth the money.”

Viscount Wines in New York highlights a selection of wines that are 20% off, and Champagne (selection pictured) accounts for 50% of those offerings.
Viscount Wines in New York highlights a selection of wines that are 20% off, and Champagne (selection pictured) accounts for 50% of those offerings.

Viscount features 11 Champagne brands in a shelf display rack priced from $28 a 750-ml. bottle of Laurent Lequart Réserve Brut to $36 for a bottle of Eric Maître Brut Tradition. “Every month, I have 22 wines that are 20% off and this month 11 of them are Champagne,” Landolt says. “We have an excellent inventory of our favorite lesser-known brands but somewhat of a problem with the most popular brands.”

Sparkling rosé sales have also taken off at Twin Liquors. Popular offerings include Castell de Sant Pau Rosé Cava ($10.99 a 750-ml.) and Natale Verga Rosé Prosecco ($12.99). “Pink sparkling is moving,” Spaulding says.

Some major Champagne brands might not keep pace with demand this holiday season, but smaller brands may seize the opportunity. “We are well positioned with inventory across the board on sparkling wine, with some supply interruptions on specific items,” Spaulding says. “The demand for Champagne has been outpacing supply, but this trend has allowed space for the consumer to make new discoveries in other sparkling categories.”

Spaulding notes that Crémant, Prosecco, Cava, and some California sparklers are still priced at tremendous value. “Brands like Mionetto Prosecco DOC ($12 a 750-ml.) and Chemin D’Or Blanc De Blancs Brut ($11) still come in under $15, and trusted names like J Vineyards California Cuveé ($37) can be great alternatives to Champagne.”

And with inflation growing, Champagne faces pricing challenges. “The future is bright, but inflation is going to determine the winners and the losers,” Landolt says. “I suspect $40 a bottle is going to be the breaking point. It can only help Prosecco and Cava.”

Nevertheless, raising Champagne flutes high to toast the New Year remains a time-honored tradition. “We are focused on the on-demand delivery business for New Year’s Eve,” Spaulding says. “We are already seeing strong sales this season for the category, and we expect that to continue to grow.”