How the World’s Most Iconic Sparkling Wine Is Popping Into New Markets and Lifestyles
In 2025, champagne—the gold standard of celebration—is undergoing a cultural and commercial reinvention. Once reserved for royal weddings, black-tie galas, and milestone toasts, champagne is now showing up in casual brunches, game nights, rooftop yoga sessions, and even alcohol-free wellness rituals. From the vineyards of Épernay to rooftop lounges in Seoul, the sparkling wine’s global identity is expanding—flavorfully and fearlessly. Champagne sales hit record highs in 2024, and 2025 is shaping up to continue the momentum, driven by emerging markets like India, South Korea, Nigeria, and Brazil. What’s changed? For one, these regions are experiencing a luxury boom powered by younger, upwardly mobile consumers who associate champagne not with tradition, but with taste, status, and celebration in everyday life. The Champagne Committee (Comité Interprofessionnel du Vin de Champagne) recently released…
