Impact Databank: Champagne Reaches New All-Time High In The U.S.

After two consecutive difficult years, the U.S. market for Champagne rebounded in 2021, as depletion volume rose an estimated 24% to 1.87 million 9-liter cases, a new all-time high. Champagne shipments to the U.S. fell nearly 20% in 2020 as the industry felt the compound effects of the pandemic and fears over tariffs that had prompted stockpiling in 2019. The pandemic had shuttered many of Champagne’s primary enjoyment occasions, with major events and celebrations sidelined due to social distancing measures. But last year export value to the U.S. soared 58% to €793.5 million ($938.7 million), and Champagne far outperformed fellow European sparklers Prosecco and Cava, according to Impact Databank.

The two largest-selling Champagne brands in the U.S.—Veuve Clicquot and Moët & Chandon—both registered strong double-digit increases last year. Both part of the Moët Hennessy USA portfolio, they were the top two wine brands overall by retail dollars in 2021 among all wines priced at $25 and over in the U.S. market. Champagne Laurent-Perrier posted the fastest growth among the largest-selling labels on the market last year and vaulted to number-three in volume terms, according to Impact Databank.

Two Pernod Ricard brands, Perrier-Jouët and G.H. Mumm, also posted strong gains in 2021, due primarily to the stellar performance of Grand Brut Shape and Grand Cordon Brut, respectively. Beyond the major labels, other fast-growing Champagne brands in the U.S. last year include Drappier (128%), Beau Joie (+65%), Delamotte (+47%), and Collet (+17%).

Globally, Champagne shipments leapt 31% to 26.7 million 9-liter cases last year, rebounding from an 18% decline in 2020. Exports reached a new record of 15 million cases, while domestic French shipments rose 24% to 11.7 million cases, according to the Comité Interprofessionnel du Vin de Champagne (CIVC). Overall turnover amounted to €5.7 billion (US$6.7b) last year, up from €5 billion (US$5.6 billion) during pre-pandemic 2019.

Full recovery hasn’t quite been achieved, as there are still some supply/allocation issues in various regions of the country, but the U.S. is expected to remain the largest export market for Champagne in the foreseeable future, and number-two overall behind only France, according to Impact Databank.—Juan Banaag

Tagged : Laurent-Perrier, Moet & Chandon, Mumm, Perrier-Jouët, Veuve Clicquot

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