Sparkling wine is holding its ground in key markets despite a tough 2024 for the global wine industry. New IWSR Sparkling Wine Landscape Reports for the US, the UK and France show that while volumes dipped slightly in all three markets, the category continues to outperform still wine as younger LDA drinkers fold fizz into everyday life.
Millennials and Gen Z are driving this shift. Both groups are increasingly choosing sparkling wine for informal occasions, moving the category beyond special events and boosting its cultural relevance.
“Sparkling wine faces challenges, but also has clear opportunities,” says Luke Tegner, head of consulting. “Younger LDA drinkers are highly engaged with the category and enjoy it on casual, everyday occasions beyond traditional celebrations. If this pattern grows, sparkling wine can attract new consumers and increase the frequency at which existing drinkers purchase it.”
Tegner adds that sparkling wine is “becoming more embedded in consumers’ lifestyles”, shaped by new attitudes to spending, wellbeing and drinking occasions.
Across markets, category performance highlights diverging fortunes. Champagne is feeling the effects of higher prices and premium positioning, with declines across the US, UK and France between 2019 and 2024. By contrast, Prosecco remains the standout growth engine (particularly in the US and France) while segments such as flavoured sparkling, Crémant and English sparkling are steadily gaining traction.
US: Younger drinkers boost participation
The US sparkling wine market contracted by -2% in 2024, but volumes remain well above pre-pandemic levels thanks to a CAGR of +4% between 2019 and 2024. After a dip in 2022–24, participation rebounded in 2025: 27% of the LDA population now drinks sparkling wine, up from 21% in 2019.
Prosecco and flavoured sparkling are the most dynamic segments. Prosecco grew at a CAGR of +7% between 2019 and 2024, while flavoured sparkling surged at +25% over the same period. Champagne, by contrast, was flat over five years and declined by -5% in 2024.
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