GLOBAL: Growth set fair for sparkling wine - research

By | 10 September 2012

The bubble is a long way from bursting for sparkling wine, according to the new report from The IWSR and just-drinks

The bubble is a long way from bursting for sparkling wine, according to the new report from The IWSR and just-drinks

A joint report from The IWSR and just-drinks has forecast that the global market for non-Champagne sparkling wine will continue to grow during the coming four years, consolidating the sector's solid progress over the past decade.

The report says that global sales for the category will reach 202.6m nine-litre cases by 2016, against today's figure of 180.9m cases.

Released this week, 'The IWSR's Global Market Review of Sparkling Wine – forecasts to 2016' suggests that the growth in sparkling wine sales has been one of the "less heralded" developments in the global wines and spirits market. Between 2002 and 2012, sales increased by 42.5m nine-litre cases to reach just under 181m cases, reflecting a 2.5% compound annual growth rate (CAGR) between 2006 and 2011.

Moreover, the growth has been widespread, with 20 of the top 25 markets posting increases, including four of the five largest markets – Germany, Russia, France and Italy. In 2011, there were 23 markets with sparkling wine sales above 1m cases.

Growth in sparkling wine is being driven by a number of factors, according to the report, including geographic expansion and greater diversity in terms of usage occasions. Product innovation has also played a role, allowing the sector to attract new consumers. For example, sparkling rosé has been a key growth driver across many markets and has increased sales to women. Low and no-alcohol sparkling wine has been another area of innovation.

Sparkling wine has also benefited from the growing cocktail trend, being used as a base for cocktails. The use of Prosecco in the Aperol Spritz cocktail, for example, has been one of the key growth drivers in Italy, Austria, Switzerland and the US.

However, while these positive drivers will continue to deliver growth for the sector, the real challenge for the category remains to build "world-class brands capable of commanding premium prices", the report concludes.

Expert analysis

Global market review of sparkling wine – forecasts to 2016

One of the less heralded developments within the global wine and spirits industry has been the performance of the non-Champagne sparkling wine. Between 2002 and 2012, the category added some 42.5m nine-litre cases to settle at just under 181m nine-litre cases. Particularly encouraging has been the broad-based nature of that growth. Twenty out of the top 25 sparkling wine markets posted increases over that period, including four of the five largest markets – Germany, Russia, France and Italy, while France was roughly flat. In 2011, there were 23 markets selling more than 1m cases.

Sectors: Wine

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