Sparkling Wine Expands Its Reach: What’s Driving An Unexpected Brofest In Bubbles?

By L.M. Archer  |  June 28, 2024 | 11:22am
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Sparkling Wine Expands Its Reach: What’s Driving An Unexpected Brofest In Bubbles?
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Despite a recent drop in some sparkling wine sales, one report shows men consuming more bubbles, particularly in the U.S. So what’s driving this burgeoning brofest in bubbles?

Versatility

“Over the last five years, the popularity of sparkling wine has increased dramatically,” says Arnaud Weyrich, winemaker for Roederer Estate in California’s Anderson Valley.

“The once-prevalent notion that sparkling wine was the exclusive domain of women, or reserved solely for brunches and special occasions, is being robustly challenged. It is heartening to see men embracing sparkling wine, moving beyond conventionally ‘masculine’ choices,” says Weyrich. “Today, many people are learning that the sheer variety of sparkling wines—brut, rosé, single-vineyard, vintage selections and late-disgorged—makes them suitable for once-in-a-lifetime events as well as everyday meals.” 

French house Champagne Louis Roederer established Roederer Estate in 1982, later acquiring Mendocino County’s iconic Scharffenberger Cellars in 2004. “As a sparkling wine producer, I understand why sparkling holds such broad appeal: There truly is something to suit every palate,” adds Scharffenberger Cellars winemaker Jeffrey Jindra. ”I believe many men have always appreciated sparkling wines—I know I have—but recent societal progress has encouraged more men to explore the various types and styles of this wine more openly.”

Value

Interestingly, value also attracts more male fizz fans, especially in the UK, a nation currently burdened with Brexit-induced economic stresses, inflation and high interest rates. “Value for money has become a crucial consideration in the UK,” explains Will Ahier, UK representative for Ferrari Trentodoc and Bisol Prosecco Valdobbiadene DOCG Prosecco sparkling wines. “This shift has led to a growing trend toward alternative sparkling wines, such as Prosecco Superiore, Trentodoc and English sparkling wine. These options offer sophistication and versatility, reflecting a broader change in drinking habits and a preference for quality without a hefty price tag.” 

Additionally, value appreciation of Champagne scintillates the collectors buying wines from fine wine retailers, auction houses and trading platforms on the secondary market. “The Wine Market Journal tracks both Grande Marque and grower Champagne prices in the auction and rare wine retail markets, and both top segments of the Champagne market have appreciated more than rare wines from every other category, except red Burgundy,” reports fine wine expert David Parker of Benchmark Wine Group (BWG) in Napa. “During the rare wine market correction that ran from March 2022 through the end of 2023, Champagne prices declined the least of any major category, a testament to their demand and versatility.”

And those fizzy price appreciations continue outpacing other market players. “Since the beginning of 2024, they have resumed their price appreciation, increasing in value more than any other category,” says Parker. “This secondary market is driven by investors and very serious wine collectors, with very similar demographics to Benchmark Wine Group’s customer base, which is about 75% men.”

Parker does note a rise in women collectors but confirms that men still dominate secondary market Champagne investment and collection. “This is true in the U.S. and the UK and has been for a long time,” says Parker. “Winston Churchill was famous for his love of Champagne, and most of the very top Champagne collectors in the U.S. are men.”

A Drive to Survive

But perhaps Ferrari Trento’s sponsorship of Formula 1 Grand Prix races proves the most surprising impetus. “The Netflix series Formula 1: Drive to Survive had a particularly strong impact that coincided with the start of our partnership in 2021 and which has been followed by consistent, strategic investment in target markets through expansion of the Grand Prix calendar,” says Matteo Lunelli, President and CEO of Ferrari Trento. “To be a part of this phenomenon as the Official Toast of Formula 1—at this particular time in its history—is an incredible opportunity for the Ferrari Trento brand, considering that more than 500 million fans from all over the world follow this sporting event at every race.” 

Furthermore, Ferrari Trento’s market share continues to grow. “Since we started the partnership with F1, our export sales have more than doubled, and specifically regarding the U.S. market, more than tripled between 2020 and 2023,” he says. “In particular, we saw tremendous growth and great success in Florida, Nevada and Texas—the U.S. states that host Grands Prix. “

Ultimately, the broad appeal for bubbles among men shows no sign of slowing down anytime soon. “This shift shows that everyone can appreciate a good bubbly, whether it’s for a casual hangout or a celebration,” concludes Alex Ouizel, CEO of FIOL Prosecco (“fiol” means “guy” in Italian), a brand founded by three boyhood, bubble-loving friends from Treviso. “It’s all about enjoying what you like… [that] fits any occasion.”

 
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