Following the inaugural Definitive Champagne Tasting held last year, a selection of Champagne producers once again descended on London yesterday [22 April] to showcase the best of their offerings.

A strong time for Champagne in the UK, the event followed recent export figures from the Comité Champagne, revealing that shipments to the UK increased by 1.9% in volume, a pleasant divergence from the previous year, which saw volumes plummet by over 12%. 

Speaking to Drinks Retailing at this year’s Champagne tasting, James Simpson, MD at Pol Roger, said that the return to growth follows a period of post-Covid readjustment. 

“Jumping backwards, the pandemic was crazy and everyone was drinking Champagne. Then, after the pandemic ended, prices went up a bit, and that slowed consumption to a certain extent,” Simpson began. 

“Prices are now relatively stable in Champagne, though,” he continued, “and there are also quite a lot of deals out there too,” which are drawing more cost-conscious consumers back in. 

Growing markets 

Considering the UK and Champagne’s relationship, Victoria Henson, director of Champagne Bureau UK, said that the two have a long history of connection. 

“In terms of value, the UK was the top market for many years until it was surpassed by the US in 2015.” 

Another fast-growing market for the prestigious region is Japan, explained Henson, helped by its large population and growing tourism industry. 

An unlikely but strong pairing with Japanese food: “Pretty much everything goes with Champagne. If you have cured fish or slightly spicy sushi, it works,” Simpson explained, with Henson pointing to the citrusy flavours in some dishes bringing out similar notes in the wine. 

Competition 

As we talk about the UK’s love affair with bubbles, it’s vital, of course, to mention the growing presence of English sparkling wine and its impact on Champagne’s share of the market. 

Not overly concerned, at least for now: “It’s all about space in the market, and right now that’s fine. When, in ten years’ time, all the plantings of English sparkling wine come to market, that will be fun to work out. But for now, the two are co-existing perfectly happily,” Simpson said. 

“There are even some Champagne houses – like Pommery Champagne – that are also investing in English projects and have some great stuff,” he continued. 

Naturally, slight concern over the expanding sector is normal. However, Henson commented that Champagne’s USP makes it especially strong in consumers’ eyes, particularly compared to other sparkling wines, such as those from England, which have yet to establish a strong and clear identity. 

Expanding tastes 

Finally, turning to styles of Champagne, Simpson said that the very premium end of the market, such as prestige cuvées, is the toughest segment due to the high price point. 

By contrast, rosé Champagne is booming, especially drier styles, as consumers look for more health-conscious and less sugary options. 

Elsewhere, in the on-trade restaurant scene, Grower Champagne is finding success. “Mainly because they want to prove that they’ve spent the money,” Simpson added. 

Looking at the broader picture, Champagne consumers, like the wider drinking population, are becoming more open to experimentation, Henson noted. 

Brut Champagne still overwhelmingly remains the favourite style among UK drinkers, but there are signs of growing interest in other styles too. 

On this, Henson concluded: “People want exploration but also reassurance too.” This is something that a heritage region steeped in history, like Champagne, can offer with ease. 

Image credit: GM Vodz