Low Sales in Champagne Reflect Global Mood

It’s hard to find reasons to celebrate in today’s world – or so the latest champagne figures suggest.

Long considered a bellwether of global sentiment, champagne sales are reflecting the prevailing uncertainty. In 2024, total champagne shipments came to 271.4m bottles, a 9.2% decline on 2023. The French market, traditionally a stronghold, also fell, by 7.2% with 118.2m bottles sold, proof the domestic market is suffering from the ongoing political and economic unease. Meanwhile, exports dropped by 10.8%, totalling 153.2m bottles. Despite the decline, international sales still account for 56.4% of total shipments, reinforcing the shift seen in recent years whereby the overseas market is overtaking domestic consumption.

Maxime Toubart, president of the Champagne Winegrowers and co-president of the Comité Champagne, said: “Champagne is a true barometer of consumer mood. And this is no time for celebration, with inflation, conflicts around the world, economic uncertainty and a political wait-and-see attitude in some of champagne’s biggest markets, such as France and the United States of America”

Yet, despite the downtum, there is a sense of resilience. David Chatillon, president of the Champagne Houses and co-president of the Comité Champagne, emphasised the need for long-term vision. “It’s in less favourable times that we need to prepare for the future, to maintain our trajectory in terms of sustainable development and in terms of conquest of new markets and new consumers,” he said. “Champagne is a solid, sustainable organisational model that has proved its value, even in the face of adversity, which gives it confidence in the future.”

From France Today Magazine