Bubbly’s not just for “special occasions” anymore—because simply enjoying life is the biggest sparkling occasion on everyone’s calendars these days. Did you know 44% of U.S. Gen Z Adults agree that finding ways to celebrate themselves is more important now than before the COVID-19 pandemic?
Whether we’re on the couch binge-watching Succession, in those getting-ready-for-a-night-out showers, or reveling in the *slams laptop shut till Monday* feeling, sparkling wine is sending us that “wyd?” text. And we’re answering.
According to Mintel, wine as a general category is in a flat period of growth right now. And it’s projected to stay that way until we ring in 2025. Brands that are open to casualizing how (and where) their wine is consumed will start to bounce back to pre-pandemic year-over-year growth levels.
But sparkling wine is already ahead of the (pre) game. Wine Intelligence data shows it’s the only wine segment that experienced a large growth in sales between 2016 and 2021 in the U.S., and it’s expected to continue taking over shelf space from other wine segments. Need a data top-off? According to IWSR, the market is projected to grow by more than 15% in volume terms by 2026—with the U.S. expected to account for nearly 15% of global sparkling wine sales by 2026.
Something to sip on: sparkling wine attitudes are changing. As the effervescent drink departs from its previous association with formal events and special occasions, there are increasing opportunities to enjoy it in relaxed contexts and with greater frequency.
IWSR says, “There is a sizeable shift in the number of drinkers that view sparkling wine as a ‘relaxing drink at the end of the day,’ and one that could be drunk ‘with an informal meal at home.’”
Now that we know sparkling wine is being opened for all kinds of reasons, “micro-party” moments are on the rise. How do wine brands get the invite? Marketing bubbly in a way that embraces this consumer shift to casualization and the importance of having an all-around good time living life.
Rinna Wines is all about unfiltered, unapologetic fun. Throughout our work with the brand, we've discovered their target audience values treating themselves as an integral part of well-being. Sparkling wine appeals to this group who's looking to live in the moment and celebrate their achievements, whether it's landing a new job or simply making it through another week. From letting loose and getting in the pool, to truly not giving a sh*t and popping that bottle to relax—Rinna is a shining (dare we say sparkling) example of meeting your audience where they’re at.
Monthly sparkling wine drinkers have risen from 56% three years ago to 72% in 2022. With almost a quarter of respondents now reporting drinking sparkling wine at least twice a week, wine brands should get those consumer insights flutes ready and pour the strategy—because this trend is becoming the standard.
As an office with a Google Chat called “Cork Dorks” dedicated to our love of wine, and a communal understanding that “Island wine today?” means closing our laptops at 4:00PM and heading to the kitchen to pour a glass … of course, we had to include our favorite sparklings:
Marketing wine and spirits is one of our passions here at Helen + Gertrude. Our experience in the alcohol industry translates to an understanding of its unique market, regulations, and trends that influence how consumers buy products. We take a human-centered approach to our in-depth analysis to uncover key demographics, consumption patterns, and motivators for purchase. Let’s chat!