By the thinkBIG Team
As hard times hit households around the nation, wine sales are sagging - but there is one segment of the wine market that is doing exceptionally well, the sparkling wine segment, as new products and presentation grabs consumers’ attention.
From Foster's Jewel, being marketed as being ‘light on calories’ under its Yellowglen range to Rosé bubbly to the more traditional Champagne from France, the sparkling wine market is growing strongly while sales of still wine sag.
Sales of table wine plunged by 3.7 per cent over the year to January, while bubbly purchases were up by 2.9 per cent following several months of even stronger growth, according to data from the Winemakers’ Federation.
Helped by a strong economy and high employment, we're popping corks more often than ever and the bubbly is flowing into flutes. Rosé sparkling wine is leading the sales growth for the overall sparkling category as consumers demand something a little bit different.
Overall, sparking wine has moved from just being a celebration wine to being an everyday drink. We no longer wait for a special occasion to drink bubbles. We just open a bottle anyway. Getting home from work, sitting down for lunch or dinner, or going to the races is reason enough to enjoy sparkling wine.
Winemakers expect sales to stay strong as consumers discover the sparkling wine category, which is expanding. From sweeter sparkling wines to traditional bone-dry French styles, there is more product to choose from. The sale of bubbles in piccolo bottles and eye-catching names and labels are also helping to draw younger drinkers to sparkling wine.
Yellowglen Jewel, Australia’s first dedicated low calorie sparkling wine, has captured consumers’ imagination at a time when waistlines are bulging around the nation. With 30 per cent fewer calories and 40 per cent less alcohol than Yellowglen Pink, the product is targeted at a female audience. The fact that the wine is sweeter than traditional bubbles is also helping to move bottles.
Local drops are doing well. We no longer need to buy expensive Champagne from France to get good sparkling wine drop. Many of us are buying local bubbles instead.
From Petaluma’s Croser to Hardy Wine Company’s Arras, the top end of the sparkling wine market is well served by local product.
"The quality of Australian sparkling wines has continued to improve over the years, with many premium sparklings now able to rival the world's best," says Ed Carr, group sparkling winemaker of the Hardy Wine Company.
"From our approachable Omni through to prestige sparkling Arras, bottle fermentation is used to tailor maturation for maximum character and flavour," he says.
More than ever before, Australian consumers are prepared to pay a greater price for sparkling wine. Full employment and a high average wage of almost $60,000 is putting money into consumers’ pockets and they are ready to splurge on luxury items.
Indeed, Australians are consuming Champagne from France at an impressive pace. Australia is one of the top-10 countries which imports French Champagne – and the demand for imported sparkling wine is strong.
Over the year to January, imports of sparkling wine (mostly Champagne) rose by 29 per cent. That represents much stronger growth than that of domestic sparkling wine sales. Aussies like top-notch wine – even if it costs almost $100 a bottle, whether Moet & Chandon or Bollinger or another French label.
Queenslanders are reportedly Australia's biggest champagne drinkers per capita and the wealthier inhabitants of the Gold Coast no doubt explain much of the demand.
If you’re after the most widely known brand, it’s hard to go past Moet & Chandon. Moet is the world’s biggest Champagne name, with its 25 million bottles sold annually, more than twice the number of its nearest competitor, Veuve Clicquot.
But whatever the wine, sparkling wine is here to stay and its time to enjoy the product. Whatever price you’re willing to pay, there are new wines and new tastes to explore. And from now on, you can expect to see more bubbles on the table.
