Champagne Regains Momentum In First Half
July 23, 2025After a challenging few years in the Champagne category, momentum returned over the first half 2025, with both on- and off-premise depletions on the rise according to WSWA data, perhaps boosted by some pantry-loading in anticipation of higher tariffs on imported wines. The return to growth is a welcome development for Champagne marketers as well as both on- and off-premise players, who have witnessed category declines the past three years.
Last year, total Champagne depletions fell 6.5% to 1.49 million cases in the U.S., according to Impact Databank, with only two of the top 20 brands in the market—Laurent-Perrier and Mumm—posting volume growth. While it’s too early to tell if the current traction will hold amid uncertain economic conditions and potentially higher tariffs, marketers say a restoration of pricing stability and consumer desire for affordable luxuries has given bubbly a boost.
“Champagne depletions and pull-through are in positive territory for the first half of 2025,” says Michelle DeFeo, president of Champagne Laurent-Perrier US. “Rosé sales are on the upswing after two difficult years, but Blanc de Blancs and Brut Natures are the real stars of the category right now, although combined they still represent under 5% of all volume.”
“We’ve had a solid start to the year despite ongoing uncertainty,” adds Cyril Delarue, global commercial director and sixth-generation family member at Champagne Bollinger, which is imported by Vintus. “We’re optimistic that a (tariff) resolution will be reached soon, allowing for a return to more favorable business conditions. While there’s been a slowdown in the ultra-premium segment, our flagship non-vintage Brut continues to perform strongly.”
“The on-premise lost ground last year due to less occupancy in restaurants, new alternatives, and a lack of desirability in the Champagne category,” explains Christophe Juarez, CEO of Champagne Nicolas Feuillatte, which is imported by Palm Bay International. “Now we’ve come back, and we’re seeing business opportunities across channels like cruises, airlines, private clubs, and casinos.”
A return to pricing stability has been key to Champagne’s resurgence. “After the Covid craziness, now you see pricing even from the top Champagne houses coming down to a more sustainable level,” remarks Pascal Boye, vice president of sales and marketing at Champagne Collet Americas.
“After several years of significant inflation, there’s a clear need to stabilize pricing,” agrees Bollinger’s Delarue. “We’re seeing a return to a more traditional pricing environment, similar to what we were accustomed to pre-Covid.”
Champagne leader Moët Hennessy is among those whose brands have returned to growth in recent months. “The $50–$100 range continues to be the top performer, especially for flagship cuvées like Moët Impérial Brut and Veuve Clicquot Yellow Label,” Scott Bowie, SVP of Champagne & Sparkling, told SND. “At the same time, we’ve seen real strength in the prestige space.”
At Laurent-Perrier, DeFeo has noted some sales patterns to keep an eye on for the balance of the year. “Interestingly, growth off-premise is largely being driven by Champagnes under $70 retail,” she says, “whereas more expensive expressions are driving growth in the on-trade.”—Daniel Marsteller
| Top Six Champagne Brands in the U.S. (thousands of 9-liter case depletions) |
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| Rank | Brand | Importer | 2023 | 2024 | Percent Change1 |
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|---|---|---|---|---|---|---|
| 1 | Veuve Clicquot | Moët Hennessy | 608 | 577 | -5.1% | |
| 2 | Moët & Chandon | Moët Hennessy | 388 | 360 | -7.1% | |
| 3 | Nicolas Feuillatte | Palm Bay International | 87 | 80 | -8.0% | |
| 4 | Laurent-Perrier | Laurent-Perrier US | 55 | 57 | 3.2% | |
| 5 | Piper-Heidsieck | Folio Fine Wine Partners | 44 | 39 | -9.5% | |
| 6 | Perrier-Jouët | Pernod Ricard | 38 | 36 | -4.8% | |
| Total Top Six2 | 1,220 | 1,150 | -5.7% | |||
| 1 Based on unrounded data. 2 Addition of columns may not agree due to rounding. Source: IMPACT DATABANK © 2025 |
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