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The trend towards sparkling wine in Austria is primarily driven by the young generation aged 18 to 29. 86 percent in this age group consider themselves "sparkling wine-affine." Three-quarters indicate that they also enjoy rosé sparkling wine, and one in two drinks non-alcoholic sparkling wine. This is the result of the 11th Sparkling Wine Report, a market analysis commissioned by the sparkling wine producer Schlumberger. In October 2024, around 1,000 people aged 18 and over were surveyed, representing a representative sample.
Two-thirds of the population buys sparkling wine at least twice a year, with 14 percent doing so monthly. Nine out of ten surveyed Austrians indicate that they consume sparkling wine at least occasionally. For 84 percent of survey participants, a bottle of sparkling wine is part of the New Year's celebration, and sparkling wine is also consumed at birthdays (77%), weddings (71%), or at Christmas (51%). A quarter of respondents drink sparkling wine even without a special occasion.
In addition to the youngest consumer group, one-third of 40 to 49-year-olds also drink non-alcoholic sparkling wine, which is 15 percent more than in 2023. The segment of non-alcoholic sparkling wines, recorded in the Sparkling Wine Report since 2022, shows an upward trend among all respondents from 31 to 37 percent.
The most important purchasing decision is "digestibility," followed by a light and fresh taste. For a quarter of buyers, the Austrian origin is decisive. This is seen as a conscious support of the local economy. The average purchase price in grocery retail remains at 8.50 euros per bottle, as in the previous year, and in gastronomy at 36.90 euros.
(al / The Winemaker)