Dive Brief:
- U.S. demand for champagne rose for the third year in a row in 2015 with shipments increasing 6.6% year over year to 20.5 million bottles, according to Champagne Bureau USA.
- That's the highest number of champagne shipments to the U.S. since 2007, according to Bloomberg.
- Global champagne shipments rose just under 2% to 312.5 million. The U.S. is the champagne industry's second-largest export market, next to the U.K.
Dive Insight:
Champagne makers have been able to do what industries like cereal and Greek yogurt are currently attempting — create more consumption opportunities beyond traditional consumer perceptions. About 40% to 60% of champagne sales usually occur in the last two months of the year.
But now more consumers are also buying champagne around Valentine's Day and in the summer months, the latter driven in particular by rose. Producers have marketed champagne as more than a celebratory beverage for the holidays and New Year's, but also as a refreshing drink for summer.
If consumers continue to widen their perceptions of champagne-drinking opportunities, this growth in U.S. demand will likely to continue. Still, even that growth may stagnate, and champagne marketers will look for further ways for consumers to drink champagne.