Champagne and sparkling wines are set to gain share in the global alcohol market despite a challenging economic environment, according to a new research ‘Commitment Economy’ by TNS, a UK-based firm providing services like market research, global market information and business analysis.

TNS conducted a global survey covering 39,000 people in 17 markets and concluded that the present sparkling wine drinkers and new drinkers from developing nations are moving away from the traditional alcohol drinks and are spending more on these beverages.

Through the survey exercise, TNS found that Champagne and other sparkling wines could increase the overall share of total drinking occasion from 5.1% to 7.8%, with India and China expected to top the list, where current shares of 0.4% and 0.7% could grow four times to 1.9% and 2.5% respectively.

In developed countries like the UK and the US, the market share of Champagne and sparkling wines could double to 9.1% and 6.5% respectively.

Spain is the only country where consumption of sparkling wines is set to marginally decline by 0.4% in market share.

TNS behaviour change chief researcher Jan Hofmeyr said though sparkling wine and Champagne are seen as most sought after drinks, they carry a high price tag which is keeping people back foot.

"The good news for winemakers is that people consider sparkling wines both taste better and offer greater enjoyment than other alcoholic drinks," Hofmeyr added.

"So, if affordable sparkling wines can be made more accessible, particularly in developing markets, and be positioned as a drink for celebrating life rather than only special occasions, the sector has a sparkling future.

"Manufacturers of other alcoholic drinks should take note, as they will need to build loyalty and commitment to ensure their own market share is not affected by this desire to drink more fizz."

Image: Champagne is a sparkling wine produced from grapes grown in the Champagne region of France and through secondary fermentation of the wine in the bottle. Source: