Sparkling wine is no longer relegated to celebratory occasions in the US. As a result, its share of the total wine category in the U.S. has steadily grown over the last decade from 5.4% in 2013 to 7.4% in 2022. During that same period, the U.S. went from seeing 17 million 9-liter cases of sparkling wine sold annually to over 26.5 million cases.
With champagne, prosecco, and other sparkling options continuing to expand their role within the greater wine category, we have compiled a comprehensive overview of the segment for those interested in starting or growing a sparkling wine brand.
How Big is the Sparkling Wine in the U.S.?
Sparkling wine in the U.S. is currently led by mainstay brands such as Andre, Cook’s, Korbel, Barefoot Bubbly, and J. Roget. Treasury Wine Estates’ Beringer brand managed to lead all sparkling wine brands in terms of growth, adding 27,000 cases in 2022, but the segment is being pushed forward even further by brands like Domaine Chandon, Ballatore, and Wycliff Sparkling. The states responsible for the highest sales of 9L cases of sparkling wine are:
The States That Sell the Most Sparkling Wine
- California — 6 million cases
- Illinois — 2.8 million cases
- New York — 2.6 million cases
- Florida — 2 million cases
- Texas — 1.6 million cases
The States that Sell the Most Sparkling Wine Per Capita
- District of Columbia — 177k cases (347 per 1,000 adults)*
- Illinois — 2.8 million cases (305 per 1,000 adults)
- Hawaii — 241k cases (222 per 1,000 adults)
- California — 6 million cases (208 per 1,000 adults)
- New York — 2.6 million cases (172 per 1,000 adults)
* While not considered a state, we felt it was worth noting that D.C. sells the most sparkling wine per capita, outselling several of the largest states in the U.S.
Trends Driving Sparkling Wine Growth
Sparkling Wine Occasions are Expanding
Not only has the overall consumption of sparkling wine risen over the years, but the frequency of indulgence has also spiked, with monthly sparkling wine drinkers jumping from 56% to 72% from 2019 to 2022. Notably, nearly a quarter of consumers reported sipping on sparkling wine at least twice a week.
This trend is compounded by evolving perceptions of sparkling wine, shifting from an exclusive association with formal events to a more versatile and accessible beverage. A considerable number of drinkers now see sparkling wine as a relaxing drink at the end of the day and suitable for informal meals at home.
While the impact of lockdowns during the pandemic likely played a role in this shift, the on-premise setting has also contributed to the normalization of sparkling wine consumption in everyday scenarios. Current brunch culture, for example, embraces sparkling wine through offerings like ‘bottomless’ mimosas and other sparkling wine cocktails, further enhancing its popularity.
Prosecco as a Casual Alternative to Champagne
While champagne is still the standard within the sparkling wine segment in terms of prestige, prosecco is on the rise as a dominant alternative. Prosecco is now capturing a 24% share of the sparkling wine category over the past year according to the e-commerce platform Drizly, up from 21% the previous year.
As inflation continues to impact consumer behavior, the affordability of prosecco, with an average price per unit nearly $40 below champagne, has also attracted consumers seeking budget-friendly options. Prosecco’s utility as a low-cost alternative to champagne suggests a promising future, despite current economic challenges reducing disposable income.
Producers like Korbel have highlighted prosecco’s role in popularizing and casualizing sparkling wine, emphasizing its light and refreshing nature. Prosecco’s success story also highlights the importance and need for more variety within the blossoming champagne and sparkling wine segment.
The Popularity of Spritz Cocktails
The spritz cocktail has also contributed to the booming popularity of prosecco and the sparkling wine category. A spritz typically blends prosecco, club soda, and liqueurs like Campari or Aperol. The cocktail has gained such popularity that it now ranks among the top 10 most-ordered cocktails at U.S. bars, according to research firm CGA by NIQ. Its appearance on the list marks a shift for the spritz from a seasonal to a year-round favorite.
This year’s sales data for spritz cocktails indicates a remarkable growth trend, with sales starting to rise in April, a month earlier than usual, and even January showing sales “more than double” compared to the previous year. The spritz aligns with consumer trends, being lower in alcohol and visually appealing for sharing on social media platforms like TikTok and Instagram.