Market Trends: Champagne Demand in Australia – 2024 Review

Champagne demand in Australia reflects a mature and sophisticated sparkling wine market, characterized by strong premium positioning, a vibrant hospitality sector, and growing interest in boutique and artisanal Champagne producers. While shipment volumes declined in 2024, Australia remains one of Champagne’s most important export destinations globally.

Understanding current trends and market dynamics in Australia is essential for importers and distributors seeking to navigate this competitive and evolving landscape.

Market Overview

• Volume (2024): 7,296,480 bottles
• Value (2024): €147,310,315
• Share of Global Exports: 4.8%
• Evolution vs. 2023: Volume down 17.6%, value down 15.6%
• Global Rank: 7 (by value and volume)
• Number of Exporters: 311
• Top 5 Exporters’ Share: 66.6% (4,861,363 bottles)

Despite the contraction in 2024, Australia continues to rank among the top ten Champagne markets worldwide, underlining its long-term strategic importance for producers and exporters.

Champagne Quality and Style Preferences

• Most popular style: Brut (91.4%)
• Notable trends: While Brut overwhelmingly dominates, Rosé and Extra Brut show niche but growing appeal among premium-focused consumers

Packaging Trends

• Dominant format: Standard bottle (97.3%)
• Special trends: Magnums and large formats are used mainly for celebrations and gifting but remain a small segment of total consumption

Exporter Profile

• Market concentration: Strongly dominated by major international Champagne brands
• Key insight: Independent houses and grower Champagnes are gaining visibility within premium and specialist retail channels

Market Trends and Consumer Behavior

• Premiumization: Australian consumers increasingly seek premium, vintage, and boutique Champagnes, with strong interest in craftsmanship and authenticity
• Brut dominance: Brut remains the clear preference, though Rosé and Extra Brut are gradually expanding their niche appeal
• Hospitality and gifting: Champagne plays a major role in fine dining, celebrations, and gifting culture
• Competitive landscape: Champagne faces competition from both high-quality domestic sparkling wines and international brands, but retains strong prestige and aspirational value

Challenges and Opportunities

• Market volatility: The decline in 2024 reflects economic pressures and changing consumption patterns
• Strong local competition: Australia’s domestic sparkling wine sector is mature and well-established
• Opportunities for importers:
  • Emphasize premium positioning and heritage
  • Promote artisanal, sustainable, and terroir-driven Champagnes
  • Leverage storytelling and education to differentiate from mass-market brands

Global Context

Over the twelve months to April 2025, global Champagne exports reached approximately 272 million bottles, representing a 4.6% year-on-year decline.

Australia accounts for 4.8% of global Champagne exports, confirming its position as one of Champagne’s most significant and influential international markets.

Conclusion

Australia remains a cornerstone market for Champagne, defined by strong premium demand, sophisticated consumers, and a dynamic hospitality sector. While 2024 presented challenges, long-term opportunities remain strong for producers and importers who understand evolving preferences and position their portfolios strategically.

Discover Champagne Producers represented by MAC Wine Services and explore our curated portfolio of grower and family-owned estates.

Source

Market figures and trends referenced in this article are derived from official Champagne shipment statistics published by the Comité Champagne (CIVC) and industry-standard trade data.