Champagne is for life, not just for Christmas

The UK is Champagne’s second export market with 22.7 million bottles, representing 1.9% growth in the last year. With a declining domestic market in France and ongoing pricing pressures from the US, Champagne houses are increasingly focused on driving growth in the UK. 

Champagne’s strength lies in its heritage. With more than two centuries of association with celebration, it remains the go-to sparkling wine across generations. Few other categories enjoy such a powerful identity. However, if Champagne is to grow, it must move beyond being reserved solely for special occasions and instead become an all-year, all-occasion drink.

One of the key considerations is price accessibility. Your entry-level Champagne offering must feel approachable or consumers may be discouraged from engaging with the category altogether. It is important to work closely with your Champagne houses as there are some great deals being offered by the big brands, who are keen to increase volume to compensate for the fall in their domestic market. They are far more supportive when Champagne is listed by the glass – it keeps it visible, encourages trialling it and drives incremental sales. Wine preserver Coravin Sparkling means there is no longer a concern about wastage, and you might be able to persuade your supplier to buy it for you if you offer to pour their prestige Champagne by the glass.

Another effective strategy is to create excitement through rotation. Feature a different Champagne house each month alongside a curated trio of cuvées (served as 50ml tasting pours) to engage returning guests and encourage exploration. To maximise this opportunity, don’t forget the importance of training. Ensure you have your Champagne rep booked prior to introducing any new cuvée to give the technical and historic details of the house and background – it can really hook clients in. Your team are in the best place to influence the customer in their choice of premium cuvée or to encourage that second glass, so ask the Champagne houses for incentives, which can be as significant as an invitation to Reims.

I always flag that Champagne is a drink for the whole menu, so why not make menu recommendations for each cuvée listed? A recent study by Champagne Charles Heidsieck highlighted that when Champagne is poured at the table, sales can increase by up to 30%, a clear reminder of the power of theatre and service.

Finally, to shift perception, think beyond traditional celebrations. There are countless opportunities to promote Champagne throughout the year: Champagne Day, the Six Nations Championship, Wimbledon, Royal Ascot and film festivals all provide natural occasions to spotlight the category. I know one bar in Manchester that advertises ‘Fizz Friday’, which can further embed Champagne into regular drinking habits.

As the saying goes, a dog is for life, not just for Christmas. The same should apply to Champagne: it’s not just for celebrations, but for every occasion.

Martin Dibben is a partner at Premier Crew and a trustee of the Drinks Trust

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