In Germany, the enjoyment of a good glass of sparkling wine is an integral part of social gatherings during holidays such as Christmas, New Year's Eve, birthdays, and other festivities. Deeply rooted in our traditions is the desire to spend carefree time with friends and family, full of exuberance, or to simply indulge in a culinary treat.
But what exactly distinguishes the consumption of sparkling wine from other beverages? Is there a unique sense of enjoyment linked to sparkling wine that extends beyond just consuming it? Researchers from Geisenheim University in Germany and the Association of German Sparkling Wine Producers (Verband Deutscher Sektkellereien e.V.) sought answers to these and other questions through a representative survey conducted in October 2023, involving more than 1,600 participants.
The aim of the study is to refine the profile of sparkling wine consumers, to learn more about the importance of sparkling wine as part of an enjoyable lifestyle, and to understand the moments of sparkling wine enjoyment. Additionally, the study aims to gain insights into consumers' conscious approach to sparkling wine. This is the first study worldwide to deal with the psychographic factors of sparkling wine consumption.
How often?
Sparkling wine is consumed more occasionally, whereas beer can be described as an everyday drink. Still wine lies in consumption frequency between beer and sparkling wine. Weekly consumption of sparkling wine is low, with only 12% of respondents, therefore the other frequency categories (once a month and less often) are significantly higher than for still wine and beer. Sparkling wine enjoys a good reputation among younger consumers and is consumed regularly. However, older studies indicate that the price segment in which young people buy sparkling wine is significantly lower than that of older consumers. This suggests that the younger generation consumes more and cheaper sparkling wine, while the older generation drinks less but higher-quality sparkling wine.
Where?
Comparing the places of consumption for wine and sparkling wine reveals significant differences between the beverage categories. In both categories, the most frequent consumption is at home, accounting for nearly half of total consumption. Sparkling wine is primarily enjoyed in larger gatherings or visits, while wine is more often consumed in gastronomy and as part of everyday life.
Age-specific analyses show significant differences in consumption behavior, with slight variations between the two beverage categories. In older age groups, consumption shifts more to the private sphere. Younger consumers tend to enjoy wine and sparkling wine more in gastronomy and at events.
Why?
Respondents particularly appreciate the social aspect of toasting, the taste, and the tactile sensation – holding the champagne glass – when drinking sparkling wine. The smell and other stimuli, such as the fizz of the carbonation and the popping of the cork, are less important to them. Women value the sensory stimuli of sparkling wine consumption, including auditory and tactile sensations and taste, more than men. Apart from toasting, which is highly valued across all age groups, younger adults rate other sensory, auditory, and tactile stimuli significantly more positively and thus more decisive for their consumption experience.
Consumers emphasize that sparkling wine is not necessarily associated with formal occasions or as a food companion, but rather with special moments, sociability, and the associated exuberant mood, joy of life, and relaxation. It is noteworthy that the exuberant mood plays a much larger role for younger consumers than for the older generation. The fact that the connection between generations is mentioned second shows that sparkling wine has found its place at family celebrations across generations. Moreover, sparkling wine is also perceived as something special in culinary terms.
With whom?
Consumption of sparkling wine predominantly takes place in the circle of friends and family, underlining the social component and the cross-generational character. It is less popular to drink sparkling wine alone, in the company of strangers (e.g., at parties), or with work colleagues. In these social contexts, beer is rated the best. However, this suggests a preference for familiar social settings when consuming sparkling wine. Still wine is also enjoyed in the family circle, but according to respondents, sparkling wine is more suitable for consumption with friends than still wine.
How much?
The majority of the sample shows an awareness of responsible drinking of alcoholic beverages and tries to eat and drink (non-alcoholic beverages) at the same time to buffer the effects of alcohol. Personal quantity limits are usually set spontaneously and situationally, with more than half of the respondents stating that they usually set limits.
One-third of respondents consider a moderate amount of sparkling wine consumption to be two glasses and another third to be three glasses (0.1 l per glass). More than half of the sample reports consuming a moderate amount (as they perceive it). Only about one in ten reports drinking more than they consider moderate, usually no more than two additional glasses. With increasing age, participants tend to assess their actual consumption more objectively. Young adults show a greater deviation from their assessment of moderate consumption, with the deviation depending on their usual consumption habits.
It is assumed that sparkling wine is enjoyed consciously and in moderate amounts on the respective consumption occasion and is not abused for binge drinking.
Prof Dr Gergely Szolnoki, Christoph Kiefer, Dr Alexander Tacer and Oliver Hennes (Geisenheim University and Association of German Sparkling Wine Producers)
