Drink trends: Sparkling wine – increasingly alcohol-free or with syrup

When the champagne corks pop in Germany at Christmas or New Year’s Eve, it is increasingly served in cocktail glasses. “The aperitif market, which would be unthinkable without sparkling sparkling wine, is gaining momentum,” says the managing director of the German Sekt Association, Alexander Tacer. The head of the Henkell-Freixenet winery, Andreas Brokemper, stated in an interview with the German Press Agency: “The aperitif trend has continued to increase this year.”

“Many people recognize the possibilities that can be made with simple cocktails and sparkling wine-based aperitifs,” says Brokemper, citing the classic Spritz as an example. “But no longer just as an aperitivo, but in a variety of variants such as limoncello.” This also applies to the catering industry. “Where there used to be one spritz on the wine list, today there are often two, three or four – like the elderberry spritz, which everyone probably called Hugo ten years ago.”

Home-mixed aperitifs are in demand

Whether syrup, liqueur, fruit or herbs: “Consumers create their own aperitifs with sparkling wine,” notes Tacer. But already mixed drinks based on sparkling wine are also popular. However, his association does not collect exact figures.

“A certain convenience trend always wins,” says Brokemper. Convenience means ready to drink. “But the feeling of having created a cocktail yourself now plays a big role for many people.”

A lot of sparkling wine is bought during Advent and New Year’s Eve

Whether ready to drink or mixed yourself: aperitifs as a spritz in combination with sparkling wines are particularly popular at New Year’s Eve celebrations, reports the head of Rotkäppchen-Mumm’s market research department, Claudia Burgdorf.

The end of the year business is traditionally particularly important for sparkling wine producers. “The month of December alone accounts for an average of around 14 percent of total annual sales,” says Tacer. Consumers are increasingly turning to non-alcoholic sparkling wines. For the last month of the year, high-quality products are also in demand, including branded sparkling wine as well as crémant and champagne.

Quality awareness is growing

“We have a much more conscious consumer and, above all, a much more quality-conscious consumer,” says Brokemper. “The categorization and know-how about the products is increasing. Nowadays we already know what a Prosecco, a Cremánt or a German sparkling wine is.”

The population’s noticeable reluctance to consume is not evident when it comes to sparkling wine, says Tacer. Sales in the current year are stable with a slight increase of 0.6 percent even before the main business in November and December. However: “Smaller and medium-sized companies that produce fewer than five million bottles of sparkling wine per year are putting greater pressure on the overall economic situation.”

Prices were stable in 2024 – developments in 2025 are open

After increases in 2023, prices have remained largely stable this year, says Tacer. A forecast for 2025 is not yet possible.

“In Germany, the proportion of non-alcoholic sparkling wine in sparkling wine is one of the highest in the world,” says Brokemper, describing another trend. Almost every tenth bottle of sparkling wine sold in Germany is now alcohol-free.

Germans drink a lot of sparkling wine – even without alcohol

Tacer adds that demand for non-alcoholic Sparkling variants is already around ten percent higher than the previous year so far this year. He also expects that non-alcoholic sparkling wine alternatives will also become more important in the premium segment in the future.

“The quality of alcohol-free products has increased significantly in recent years,” notes Brokemper. There are also technological reasons for this, because the process of dealcoholization in wine has developed significantly further.

As the basis for the sparkling wine, high-quality cuvées are selected because of their taste and made into high-quality products using the gentlest possible processes. “Unlike before, there is also a willingness to consume and try non-alcoholic versions of a higher quality.”

The quality of non-alcoholic sparkling wine has improved

Non-alcoholic alternatives are gaining popularity in the long term and all year round. Younger people in particular are in demand for non-alcoholic sparkling wines and aperitifs without percentages. “In 2024, there will be increased demand for high-quality, tasty alcohol-free alternatives,” says Burgdorf.

“Daily and life situations, such as pregnancy or the more conscious consumer behavior of the younger generation also play a role,” adds Brokemper. In addition, there is the 0.0 alcohol limit in Germany for novice drivers.

Small Piccolo bottles are somewhat more in demand

But Brokemper also emphasizes: “The enjoyment of a high-quality sparkling wine, whether it’s Champagne, Cava, Cremánt, Prosecco or even German sparkling wine, will always determine the largest part of consumption. There are also centuries-old traditions behind it.”

In addition to the classic 0.75-liter champagne bottle, people also choose the small 0.2-liter bottles a little more often. Their share has increased slightly from 13.3 to 15.6 percent in the past five years, says Tacer. Magnum bottles make up less than one percent, but are particularly popular on special occasions.