Sparkling Wine Market Trends: Premiumization, Changing Lifestyles & Forecast to 2034

Sparkling wine has quietly outgrown its image as a drinks category for special occasions. What was once reserved for New Year's Eve toasts and wedding receptions is now being opened on a Tuesday evening, poured at casual dinner parties, and ordered by the glass at neighbourhood restaurants. This shift from celebratory to everyday is arguably the single most important change in the category — and it is unlocking demand at a scale traditional wine producers never anticipated. According to IMARC Group, the global sparkling wine market size was valued at USD 43.89 Billion in 2025. Looking forward, IMARC Group estimates the market to reach USD 72.71 Billion by 2034, exhibiting a CAGR of 5.28% from 2026–2034. Europe currently dominates the market, holding a market share of 47% in 2025.

The market spans a well-defined set of segments across type, product, price point, and sales channel. By wine type, red sparkling wines hold the largest share at 52%, led by styles like Lambrusco and sparkling Shiraz that are gaining strong footing in both European and Asia-Pacific markets. Prosecco leads the product category with a 33% share — a figure built on widespread recognition, competitive pricing, and its role as the backbone of popular cocktails like Aperol Spritz and Bellini. Economy sparkling wine dominates by price point at 44%, reflecting that most volume consumption happens in everyday rather than luxury settings. Supermarkets and hypermarkets account for 43% of sales channel share, remaining the primary point of purchase globally.

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Sparkling Wine Market Growth Drivers:

• Shifting Consumer Perception: From Celebratory to Everyday Beverage

The biggest structural change in the sparkling wine market is not a new product or distribution channel — it is a mindset shift. Millennials and Gen Z consumers are treating sparkling wine as a versatile, everyday drinking choice rather than a luxury tied to formal occasions. In the US, premium sparkling wines priced above USD 15 have been growing strongly, with brands like La Marca up 6.5% and Mionetto up 8.5% in retail volume year-to-date. This normalisation of everyday sparkling wine consumption is broadening the consumer base and sustaining volume growth independent of seasonal or celebratory demand spikes.

• Rising Middle-Class Populations in Emerging Markets Fuelling New Demand

The expanding middle class across Asia Pacific and Latin America is creating a fresh wave of first-time sparkling wine consumers. In China and India, growing disposable incomes and exposure to Western dining culture are driving interest in imported sparkling wines as markers of lifestyle aspiration and social sophistication. Brazil represents the largest Latin American market, with a well-established domestic sparkling wine industry in the Rio Grande do Sul region backed by consistent seasonal demand during carnival and New Year celebrations. E-commerce platforms and modern retail formats across Asia Pacific are improving product accessibility beyond major metropolitan centres, steadily widening the category's reach.

• Product Diversification Attracting Health-Conscious and Younger Consumers

Producers have significantly broadened the sparkling wine product range to capture consumers who might previously have looked elsewhere. Organic and vegan sparkling wines, low-sugar variants, and alcohol-free alternatives are now mainstream product lines rather than niche offerings. Henkell Freixenet launched its Henkell 0.0% alcohol-free sparkling wine specifically to address the growing sober-curious movement — a demographic that wants the social ritual of a sparkling drink without the alcohol content. Rack & Riddle, the US's leading custom sparkling wine producer, launched its CALSECCO category targeting Gen Z and millennial consumers with Italian-inspired bubbles from California-grown grapes, demonstrating how producers are actively engineering products for new audiences.

Sparkling Wine Market Trends:

• Premiumisation Reshaping Purchasing Patterns Across All Major Markets

While economy sparkling wine still dominates by volume, the fastest value growth is happening at the premium end of the shelf. Consumers are increasingly interested in estate-produced sparkling wines with clear provenance — traditional production methods, terroir-specific characteristics, and artisanal stories that justify a higher price point. The acquisition of Mumm Napa by Trinchero Family Wine & Spirits highlights the investment appetite for high-end domestic US sparkling wine houses with traditional production heritage. Retailers are responding by expanding premium sparkling wine sections, creating dedicated tasting experiences, and investing in staff education to communicate quality differentiators that move consumers up the price ladder.

• Online Retail Giving Boutique Producers Unprecedented Market Access

E-commerce and direct-to-consumer channels have fundamentally levelled the competitive playing field for smaller sparkling wine producers. Previously, shelf space in major retailers was dominated by high-volume, established brands — leaving boutique wineries with limited distribution options. Digital platforms have changed that. Gruppo Italiano Vini reported that sparkling wines generated 56% of total revenue on its Vinicum.com e-commerce platform, illustrating the category's strong online pull. Wine subscription services, tasting room memberships, and DTC websites now allow smaller Champagne houses, Crémant producers, and Cava estates to build loyal customer bases globally without depending on traditional retail gatekeepers.

• Low-Alcohol and Alcohol-Free Innovation Accelerating Across the Category

The mindful drinking movement has moved from niche trend to mainstream commercial reality — and sparkling wine producers are responding with genuine innovation rather than token product launches. Advanced dealcoholisation technologies now allow winemakers to remove alcohol while preserving effervescence, complexity, and sensory appeal. Serena Wines 1881 debuted its Zero alcohol-free sparkling wine at Prowein in Düsseldorf, alongside a low-alcohol Più Spritz aperitif, targeting international export markets. These launches reflect a broader industry recognition that alcohol-free and low-ABV options are no longer an afterthought but a growth segment capable of attracting consumers who would otherwise leave the category entirely.

Recent News and Developments in the Sparkling Wine Market

• February 2026: Supermodel and entrepreneur Ashley Graham launched Lucci, a modern Lambrusco sparkling red wine made in Italy and distributed nationwide across major US retailers. The launch highlights renewed commercial interest in red sparkling wine styles among American consumers and signals growing celebrity and investor confidence in the sparkling wine category's mainstream appeal.

• December 2025: The historic Mumm Napa sparkling wine house in California was acquired by Trinchero Family Wine & Spirits, underscoring sustained investor appetite for premium domestic US sparkling wine brands with strong traditional production credentials. The deal reflects growing confidence in the long-term value of estate-produced, méthode champenoise American sparkling wine.

• October 2025: Chandon India unveiled a limited edition Diwali Celebration Pack featuring its globally awarded Chandon Brut and Chandon Rosé paired with a branded flute, targeting festive occasions, weddings, and premium gifting. The launch demonstrates India's rising sparkling wine culture and the growing role of domestically produced premium bubbles in high-value celebration occasions.

• July 2024: Serena Wines 1881 debuted its first zero-alcohol sparkling wine, Zero, alongside the Più Spritz aperitif at Prowein in Düsseldorf, targeting international markets and export expansion. The launch reflects the brand's strategic commitment to health-oriented, moderate-alcohol beverage innovation to capture the growing sober-curious consumer segment globally.

• March 2025: California's Rack & Riddle — the number one custom sparkling wine producer in the US — launched CALSECCO, a new California sparkling wine category designed to appeal to Gen Z and millennial consumers. The product uses Italian-inspired production techniques applied to locally grown California grapes, positioning it as an accessible premium alternative to imported Prosecco.

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