Summer is usually the prime season for Champagne sales in Australia, but drinks companies are reporting winter saw an unexpected surge.
Australia is already the world’s seventh-largest export market for Champagne. According to industry body Champagne Bureau Australia, around 7.6 million bottles of Champagne were imported into Australia in 2025, up 3.5 per cent on the previous year.
The country’s largest-selling champagne by volume is Moet & Chandon, while Veuve Clicquot is the fastest-growing champagne brand. And the spring/summer period is normally the busiest season.
However, Moët Hennessy Australia & New Zealand Managing Director Scott Bowie told The Australian Dom Perignon, Krug and Veuve Clicquot were in hot demand over the cooler months.
“Winter was a big surprise for us because typically our consumer is on a plane to Europe and enjoying a European summer, but I think the cost of living kept them local and we saw a lot of consumers staying local, travelling local and really indulging themselves in food, beverage and resorts over that period of time,” he said.
“It was a really strong winter period for us.”
“And we are seeing that already for the start of spring where consumers are making a very clear choice when it comes to spending. From the data we are seeing, they are pausing those spends around handbags, shoes and so on and delaying them and really protecting cosmetics and their food and beverage occasions.”
Bowie said premiumisation was seen in both the on-premise and bottle shops, with Moët Hennessy increasingly gearing its business to the top end of the market.
Bollinger pops the corks
It’s a similar story for Bollinger, with Asia Pacific Export Area Manager Thibaut Jaubert telling the Australian Financial Review that Australians are embracing prestige labels, organic Champagnes and vintage releases.
Australia is now the fourth biggest market for Bollinger, which has just launched La Grande Annee 2018 in the local market, retailing for more than $400 a bottle.
“We are not really seeing a decrease in terms of volumes,” he said. “People are drinking less, but they are drinking more expensive. The 0.1 per cent are coming to us.”
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