After being hit badly in 2020, the Champagne sector was re-invigorated in 2021. Sales made a spectacular comeback, increasing by 31% to 320 million bottles and returning to levels comparable to those seen in the early 2010s. This comeback was even more pronounced when it came to turnover, with total sales amounting to a never-before-seen €5.7 billion.

These results are to a very large extent attributable to an incredibly dynamic export market, with the number of bottles reaching 180 million for the first time, accounting for over 56% of all Champagne sales. In 2017, exports accounted for exactly half of all sales for the first time. The French market returned to 2019 levels, with 140 million bottles sold. This apparent stability must however be viewed in the context of the absence of foreign tourists and business tourism, as well as the lack of large celebrations, which had a significant negative impact in France.

After a 2020 marked by the pandemic and a gloomy economic situation, 2021 delivered a swift kick-start to most countries. This upturn had a positive impact on Champagne—the drink associated with celebrations— when restrictions were lifted and people were reunited. The excellent results for 2021 nevertheless primarily reflect a longer-term change, not just a temporary surge in activity. New Champagne consumption trends are becoming apparent. In many countries, at-home consumption of Champagne emerged during lockdown and has remained popular. We have seen a modernisation of distribution channels with the exponential growth of online purchasing. Finally, new, less formal types of celebration are being developed, within which Champagne appears to be finding its place. We will have to wait a few more years to determine whether these developments are here to stay.

Despite this highly encouraging consumer context, we cannot ignore the challenges that Champagne houses and winegrowers will have to face over the coming years. Climate change and rapidly evolving consumer expectations around social responsibility will require us to take bold collective decisions, so that we can produce grapes, develop wines and present them to our customers in the most sustainable ways possible. We are ready to rise to the challenge

Charles Goemaere, Directeur Général

Read the full report here:

https://drive.google.com/file/d/1OGSYYvyd_WVUYBRULSmAMbdHRmUyGsyr/view?usp=sharing 

Source: 

Champagne Bureau, USA

c/o Vision360 Partners

Natalie Pavlatos