Jo Gilbert caught up with the indies showcasing some of the top sparkling portfolios in the UK to find out how they balance their non-Champagne ranges – and what’s driving growth

Navigating the sparkling category can feel a bit like playing a game show. Consumers on the search for the ultimate sparkling high must climb through the ranks of Prosecco, cava crémant and English fizz until they reach Champagne – the granddaddy of all and the prize at the very top of the pile. Champagne remains one of those few categories that still prompts obligatory remarks from bystanders when it makes an appearance, regardless of brand or provenance. Consumers might not know exactly what is being poured – who made it, how it’s made or even where it comes from – but they know it’s Champagne.

However, there are signs the dial is turning. From supermarket staple Prosecco to the rising confidence of English sparkling and the quiet resurgence of crémant, non-Champagne sparkling wine continues to evolve as one of the more dynamic and strategically important segments in UK retail. It’s no longer just a value-led alternative, but a category that is increasingly defined by breadth, segmentation and a growing ability to trade consumers both up and across styles.

Retailers are increasingly seeing that curiosity play out in-store, confirms Will Winterton, buying director for Italy & Champagne at Hallgarten & Novum. He outlines “a clear trend of shoppers engaging more deeply with the category” and wines that sit between the poles of entry-level Prosecco and Grand Cru Champagne. “With its a lower cost of production, Prosecco’s primary focus remains on delivering excellent value and consistency. One of the challenges, however, is product differentiation in a saturated market. For traditional-method styles like crémant or cava, the mission is often to compete on quality and provenance and provide a compelling alternative to Champagne, by showcasing the unique attributes of their specific terroir,” he says.

English Sparkling leads the trade-up

Chief among the category’s growth drivers is English sparkling wine, which is increasingly carving out space at the premium end. Townend notes that “England is now one of the strongest alternatives” to Champagne for celebratory occasions, and is the most successful non-Champagne player when it comes to convincing consumers to trade up. This year, the business is celebrating its 120th anniversary through a collaboration with Roebuck Estate on a special cuvée.

At Hedonism Wines, English sparkling has become a significant part of the range – now second only to Champagne with 20 producers – although it still represents a relatively small share overall. However, the pace of growth is beginning to normalise in certain parts of the UK. “English sparkling has definitely had a moment in terms of gifting,” says Hedonism general manager Julien Le Doaré. “This is still the case but it is perhaps no longer in a fast-growth phase. There is still a balance between gifting and celebrating.”

Beyond Prosecco

While Prosecco continues to anchor the category in terms of volume, much of the excitement lies elsewhere. For Hallgarten, the most dynamic areas are traditional-method wines beyond Champagne. “We are seeing growing demand for premium examples such as Bellavista’s Franciacortas,” says Winterton, alongside more distinctive offers such as Corpinnat, South African Cap Classique and Italian projects like Feudi San Gregorio’s DUBL from Campania.

This focus on provenance and storytelling is echoed by Ana Jackson MW at Amathus Drinks, where investment in non-Champagne sparkling has ramped up in recent years. She highlights English sparkling and crémant as standout performers, with the latter from the Loire, Burgundy, Alsace, Jura and Luxembourg now “getting close in price or slightly above entry-level Champagne and offering amazing quality”.

At the same time, the category is broadening geographically. Jackson points to successes with German sekt, Franciacorta and emerging regions such as Armenia, Romania, Japan and Greece, though price remains central to the equation. “The price sensitivity is there,” she says, “but it can be justified if there is a point of difference such as non-traditional grapes and traditional method. Overall, £25–£30 is the sweet spot.”

Pét-nat gains traction

Alongside premiumisation, there is a growing appetite for more unconventional styles. Pét-nat, once confined largely to niche on-trade listings, is beginning to gain broader traction. Townend observes: “What was once mainly associated with trendy London bars is now increasingly appearing in more mainstream regional markets. We are even seeing interest here in Yorkshire, which suggests the category is broadening its reach and becoming more commercially relevant.”

While these wines may not deliver volume, they provide discovery and differentiation – key tools for retailers looking to engage more adventurous consumers.

That same philosophy underpins the approach at Lanchester Wines. “Italy is impossible to ignore,” says business unit controller James Dainty. Trevisana and Baglietti remain key volume drivers, while Ballancin Prosecco Superiore DOCG provides a step up via premium expressions that offer points of difference. However, the business is equally focused on introducing more distinctive wines.

Shifting occasions

As ever, the evolution of consumer preferences, category engagement and drinking occasions go hand in hand. For non-Champagne fizz, it’s likely that Prosecco will remain firmly rooted in casual, everyday consumption, while other styles are increasingly associated with more premium, food-led or celebratory moments. Rising Champagne prices are also pushing non-Champagne sparkling further into the arena of gifting and large-scale celebrations.

At the same time, there are signs that sparkling is becoming less tied to specific occasions altogether. Jackson notes a growing shift towards everyday consumption as consumers integrate sparkling wines more naturally into their drinking repertoires.

For Dainty, that breadth of the category and its ability to meet multiple price points, styles and shopper missions, is entirely the point. “Non-Champagne sparkling allows us to build a layered portfolio that ensures relevance across a wide range of customers,” he concludes.