Summerland Wine & Spirits in Summerland Key, Florida hosts its biggest wine tasting event of the year on December 21 with its fourth annual free Champagne festival. The five-hour event features 17 Champagnes and a Prosecco and typically draws 300-400 people. “We advertise on Facebook and Instagram, in local newspapers, and on local radio stations,” says store owner Ian Aker, who also owns Florida Cork and Bottle in Indian Harbour Beach, Florida and Downtown Produce Market & More in Melbourne, Florida. “Once you get liquid to lips, people start spending money.”
With prices of the sparkling wines ranging from $13 a 750-ml. of Ruffino Brut Prosecco to $100 a 750-ml. of Beau Joie Brut Rosé Cuvée or Fleur De Miraval Rosé, the event usually doubles the wine sales from a typical Saturday. The Champagnes are paired with cheeses and chocolate-covered potato chips that come in gift packs. “It’s strategically positioned to be the Saturday before Christmas to maximize gift giving,” Aker says. “We cover the bases and cross-merchandize. The local radio will come and do something live. There is a huge amount of exposure.”
Aker starts planning the event in June and July. “If you want tasting support, you can’t wait until October or November because a lot of times their budgets are gone,” he says. “The tasting brings people together, and there is a great camaraderie. Champagne makes everybody happy. We want our customers to be happy. They remember the store and the event every year. It becomes part of the culture and tradition. That’s our aim.”
While still wines sales are down this year, Aker says sparkling wine sales are even with last year at his stores. “That’s good compared to everything else,” he says. “We haven’t seen people trading down on the sparkling wines like they have on the red and white still wines. Veuve Clicquot ($57 a 750-ml. of Yellow Label Brut) is still selling. Sales are not down on Perrier-Jouët ($57 a 750-ml. of Grand Brut). The people who were buying Dom Pérignon ($300 a 750-ml.) are still buying Dom Pérignon.”
In Los Angeles, The Wine House held its 32nd annual Champagne Festival—the store’s most popular event of the year—on December 7 featuring 129 bottles of Champagne. The store uses Instagram and TikTok to promote its Champagne section. “It’s one of the best in the city,” says store owner Glen Knight.
More than 170 different sparkling wines are in the store during December. Top-selling Champagnes include Ruinart Blanc de Blancs Brut ($110 a 750-ml.), Billecart-Salmon Brut Rosé ($90), Rare Wine Co. Grand Cru le Mesnil ($44), and Ayala Brut Majeur ($30). Non-Champagne sparkling wine sales are led by Roederer Estate Brut ($27) and Ca’ del Bosco Cuvée Prestige Edition ($40).
While sparkling wine sales are down about 7% at the store so far this year, momentum is building. “We have been getting many orders this past week from clients sending gifts a little late this year since there were fewer days between Thanksgiving and Christmas,” Knight explains. “People are opting for New Year’s and holiday gifts and not demanding gifts to arrive before the 24th and being fine with before January 6 instead.”
In Pennsylvania, sparkling wines are receiving significant support, such as in-store tastings promoted through email and on Finewineandgoodspirits.com. “At Fine Wine & Good Spirits stores, it’s the most wonderful time of the year for sparkling wines,” says Shawn Kelly, press secretary of the Pennsylvania Liquor Control Board (PLCB). “Understanding people are willing to splurge, our holiday advertising always includes sparkling options in multiple price tiers.”
Retail shelf displays include educational information on sparkling wine terminology. Top-selling Champagnes at PLCB stores are Veuve Clicquot Brut Yellow Label ($64 a 750-ml.) and Moët & Chandon Impérial ($55). The PLCB’s annual “Buy 6, Save $14 Fill A Tote” promotion includes La Marca Prosecco ($19 a 750-ml.; $17 on sale). “We promote that campaign heavily during the holidays on radio, social, email, and digitally,” Kelly says. “From a merchandising perspective, we have La Marca and Korbel ($18; $17 on sale) merchandised on end caps.”
Calendar year to date versus last year PLCB sparkling wine sales are down 1.8%. “While consumers will still seek out and purchase Champagne even at higher price points, domestic bubbly, Spanish Cava, and Italian Prosecco are reaping the benefits of shifting buyers,” Kelly notes. “Champagne alternatives are leaning into the popularity of sparkling rosé, which is trending up, particularly with 21+ Gen Z and millennial consumers.”
Pennsylvania consumers are also buying sparkling wines to create cocktails. “Value sparklers make great cocktail ingredients, mixing well with a variety of easy-to-find fruit juices like orange or cranberry, and they lead to basket-adds of floral or herbal liqueurs such as St. Germaine ($37 a 750-ml.) or Chambord ($34 a 700-ml.),” Kelly explains. “The sparkling wine-based RTD category is also ripe for growth, as are smaller-sized options, which are attractive for gifts or travel.”