New data from Endeavour Group has revealed a major surge in pre-Christmas alcohol purchasing, with Australians buying four bottles of sparkling wine every second in the week leading up to Christmas.

This sales boom sends bubbles to almost double their usual share of the wine market – jumping from 20% for most of the year to 40% in Christmas week. 

According to Endeavour Group, bubbles have delivered the strongest value growth of any wine category across the year, fuelled by Australians trading up into the $20+ sparkling segment and stocking their fridges early for holiday entertaining. 

State tastes are also diverging more than ever. NSW leads as Australia’s Champagne capital, with 47% of their bubbles spend going to French imports. In Victoria and Western Australia, prosecco and flavour-led spritzes dominate, while South Australians spend three times the national share on sparkling red. 

While Champagne remains a favourite, the fastest growth is coming from Prosecco and Spritz. In 2024’s New Year’s week, Zoncello Lemon Spritz was the most purchased wine product in the country. This year brings even more flavour-forward innovation, including Zonzo’s RoRo Aperitivo Spritz – a bittersweet, blood-orange Negroni-style Spritz and Squealing Pig’s Ripe Raspberry Spritz – a summer-ready fruity twist.

“Every year we see new trends in festive season purchasing habits, and this year it’s all about premium bubbles, bold flavours and a new wave of summer Spritz,” said Andrew Shedden, Head of Fine Wine at Endeavour Group.

“We’re seeing Australians experiment more and embrace lighter, flavour-led drinks, especially heading into New Year’s.”

Gifting drives a spirits spike 

Christmas week sees shoppers reaching for premium liqueurs, creams, aperitifs, cognac and whisky for gifting.

Endeavour Group said two categories outside the on-trend tequila are delivering surprisingly strong growth – Australian whisky and sake. 

New Year’s Eve belongs to RTDs 

Endeavour said that for the first time, vodka RTDs have overtaken Champagne as the nation’s number one New Year’s drink. Its share of sales has doubled over five years, with Hard Rated now the fastest-growing brand and its new Lemon Pineapple flavour tipped to be the hit of 2025’s summer parties. 

Flavour is also exploding across other categories including Lychee Moscato, Spicy Rosé, Sorbet & Patisserie wines, while Stone & Wood Citrus Radler is now joined by a new Peach Radler.

Halliday’s best Australian sparkling wines

The Halliday Tasting Team recently gave their verdict on 10 of the best Australian sparkling wines, for the 2025 Halliday Top 100.

From producers in the Adelaide Hills, Yarra Valley, King Valley, Orange and, of course, Tasmania, come a range of styles and types, including méthode traditionnelle, prosecco, sparkling rosé and blanc de blancs.

Ranging in price from $28 to $277, there’s something for every occasion and budget, including MV Chandon Australia Étoile Brut Release No. 2 to 2024 Dal Zotto Wines Pucino Vintage Prosecco and 2009 House of Arras EJ Carr Late Disgorged.

Learn more here.