US sparkling wine market still a “work in progress” for European producers

6th September 2010, 12:42pm

Cava may be mega business throughout much of Europe, and Prosecco may be winning new friends in UK, but both these European flagships of the sparkling wine category are still very much work in progress in the biggest developed market, the USA.

Wine Intelligence's US Sparkling Report - part of the latest Wine Intelligence report series on Sparkling Wine across five markets (other reports available are Canada, Denmark, Japan, and UK) – show a market that has clearly become more frugal as a result of the financial meltdown of two years ago.

Champagne still leads the category on several key consumer measures. Awareness among US sparkling wine drinkers is near-universal; with usage within the past six months at 75%. Dom Perignon is the best-known Marque; LVMH stable-mate Moët & Chandon is the most-consumed brand.

Beyond Champagne, the most significant European sparkling brand remains Martini Asti as well as the US consumers' favourite sparkling wine brand.

Commenting on the report, Brian Howard, business development director of Wine Intelligence, said: "More involved American consumers have clearly demonstrated over the past few years their desire to broaden their knowledge and seek out distinctive tastes and styles that go beyond the established norms.

"We believe this will cause a significant expansion of the sparkling category in the US in the next few years, so long as producers play their cards right."

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