UK champagne sales surpass the rest of Europe

Champagne sales in the UK off-trade have outperformed those in the rest of Europe during 2024, particularly in value terms, reports Giles Fallowfield. While total volume Champagne sales have been falling in the UK – they dropped 13.5% in the first nine months of 2024 – at the same time value rose by 8.1%, according to AC Nielsen MAT figures. And as we enter the crucial final trading period – around 40% of total Champagne sales are made in the last eight weeks of the year and around 25% in the final three weeks – volume was only down 1.2% and value 0.5% in the ten months to 1st November (AC Nielsen). These figures suggest the UK is performing much more strongly than the rest of Europe, where shipments overall fell 18% (Jan-Sept) and in France where they dropped 10.1% in the first nine months. Retail prices may have risen generally but if the Champenois strategy is mainly about adding value in the face of steeply rising costs then this clearly looks like a more efficient trading ...