Champagne sales dropped by 9.2% between 2023 and 2024, according to the Champagne Bureau’s latest press conference. 

The total number of bottles sold reached 271.7 million, with 118.3 million of these staying in France while 153.4 million bottles were exported. 

According to Gaëlle Jacquet, director of protection and promotion at Comité Champagne, the reason for the drop in sales is largely related to Champagne’s reputation as a celebratory drink. 

“Champagne is associated with joy and special occasions,” Jacquet began, “and we all know that the context, both geopolitical and economic, has impact on Champagne consumption. If you aren’t in the mood for celebrating, then you aren’t in the mood for Champagne.” 

According to Jacquet, there is a clear line between the 2024 elections, conflicts and political instability and the drop in Champagne sales. 

Nonetheless, the director said she is not worried. “Champagne has 300 years of history, and we can see there are always cycles,” she said, pointing to the late 1990s and 2000s as thriving years, and more fallow years during the financial crisis, as examples. 

EXPORTS 

Rather than focusing on the drop in sales, Jacquet is more interested in the change in export figures. 

For the first time, the exports of Champagne are higher than the domestic market, making up approximately 55% of sales. 

Within this, the top export markets for Champagne are the USA, UK and Japan, followed by Germany and Italy. 

“There are also plenty of other countries that are more emerging or growing markets. They could be a pillar of Champagne growth,” Jacquet added. 

Japan, for example, only became a major export market in the last few years. “We can also see very new markets like South Korea, which are more emerging.” 

Focusing on the UK consumer specifically, Victoria Henson, director of Champagne Bureau UK, added: “The UK is still positioned as the second largest export market, both in volume and value. 

“If we zoom, you can see that Brut Champagne accounts for 81% of the UK’s market share, which represents a bigger market share than the US. Rosé is also a category that’s been emerging over the last few years and now accounts for 11%. 

“Rosé has increased by 400% between 1996 and 2024, which is a huge jump in the category.” 

“At first we thought it [rosé consumption] was a fancy,” added Jacquet, “but now we can see that it’s not. It really is a consumption style, especially among younger and female consumers.” 

CONSUMPTION TRENDS 

Finally, Jacquet and Henson delved into consumption trends they’ve discovered, via a recent survey on trends and habits. 

Jacquet explained that Champagne is becoming more driven by hedonistic demand, compared to being consumed in more traditional formal settings. “It’s people saying, I need some pleasure.” 

This is caveated by the fact that consumers are seeking responsible pleasure. “Champagne is known for its quality and people do not choose Champagne for binge drinking. So, we’re seeing that Champagne goes with moderation.” 

On top of that, consumers are calling for sustainability, something that’s being seen across the board in the drinks industry. “This is especially true with younger consumers,” Jacquet concluded.