Wine sales in the grocery retail sector decreased by 0.1% overall in 2023. According to Nielsen data, this corresponds to a 5.6% decline in volume. These figures are largely in line with previously published numbers from Circana (value -0.4%, volume -5.2%).
The value in the sparkling wine category (including Champagne) increased by 2.8% according to Nielsen. The semi-sparkling wine (volume +23%, value +19.8%) and “wine-based drinks” categories (volume +9.6%, value +5.7%) as well as “wine-based mixed drinks” in smaller containers up to 0.5 liters (volume +5.8%, value +4.9%) recorded significant value growth. Port wine was also able to increase value (+3.2%) despite a slight drop in volume (-2.8%), while sherry was one of the losing categories (-5.1% value, -16.6% volume).
Pain for Champagne
When looking at individual subcategories and brands, the picture of winners and losers becomes even more varied: Champagne saw a volume decline of 11.8% and a value decline of 2% – although rosé Champagne managed a slight increase in value (+0.2%).
In general, French sparkling wines lost ground, with a 2.4% decrease in value and a 9.2% decrease in volume.
However, individual Champagne brands performed very differently: Moët & Chandon saw a 5.7% increase in value and a 5.1% increase in volume, while Pommery experienced a 10.2% increase in value and a 5.2% increase in volume. In contrast, major losers included Taittinger (-32.1% in value, -39.3% in volume), Heidsieck-Monopole (-20.4%, -25.5%), and Veuve Clicquot (-16.2%, -22.5%). The highest increase in value and volume was achieved by Champagne Charles de Cazanove (+109.9%, +114.8%).
Cava on the upswing
While German sparkling wines achieved a value increase of 2.1% despite a 3.5% decline in volume, other origins saw significant gains. Italy recorded a value increase of 6.5% with stable volume (+0.7%), and Spain saw a 10.4% increase in value and an 11.2% increase in volume, making it the only major sparkling wine origin with a decreased average price. The yield-reducing drought in Catalonia, which has now led Freixenet to implement short-time work measures, thus came at a particularly inopportune time.
The Henkell Freixenet Group can be seen as a major winner in the German grocery retail sector in 2023, achieving record sales overall.
In fact, the Henkell Freixenet Group can be seen as a major winner in the German grocery retail sector in 2023, achieving record sales overall. The company experienced enormous sales growth in the German grocery retail market with Mionetto (+18%), Freixenet (+15.1%), and Henkell (+8.5%). Despite a decline in volume (-2.4%), Rotkäppchen remained the strongest sparkling wine brand, with a value increase of 2.9%.
Nobodies storm the Cognac market
In the wine-related spirits category of Cognac (value -4.5%, volume -16.4%), there were many losers: well-known brands such as Hennessy (value -3.3%, volume -11.9%), Rémy Martin (value -10.2%, volume -25.8%), Courvoisier (value -20%, volume -28%), and Camus (value -37.5%, volume -41.8%) suffered significant losses.
In contrast, relatively unknown brands like Meukow (value +140.2%, volume +136.5%), Roi des Rois (value +40.9%, volume +43%), and Claude Chatelier (value +28.8%, volume +62%) were able to significantly expand their distribution in the German grocery retail sector.
