By Dr Anika Pillay · Research Economist (PartyTrends)
Champagne Trends in South Africa: Forecasting to 2028
Champagne: A Toast to the Future – Where Are We Heading by 2028?
Champagne peaked at ~3,216,353 annual searches in 2028 (+3% vs 2027). 2028 is tracking ~3,216,353 (projected full year).
Estimated yearly searches for “champagne” with a fitted trend line pushed two years into the future. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
-10%YoY (2025)
3,216,353 (2028)Peak year
3,216,353 (2028)Latest year
2,554,080 (2023)Low year
📊Champagne: -10% YoY (2025 vs 2024).
🔥Peak year 2028: 3,216,353 annual searches.
📈2028 tracking 3,216,353 (see chart).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026.
Utilized Google Keyword Planner for search volume data.
Applied a per-capita method for population normalisation based on province.
The Bubbly Rise: What We Think About Champagne Trends
At PartyTrends, we meticulously analysed search trends surrounding champagne, revealing an encourag trajectory. Our data indicates a solid annual growth rate of 3% in searches, forecasted to reach approximately 3,216,353 by 2028. This figure represents a significant increase from 2.68 million in 3216353. The steady rise, despite the occasional dips, underscores champagne's resilience in a fluctuating market.
What particularly stands out is the interest in 'champagne-bar' and 'champagne-tower,' which have seen notable increases of 46% and 10.7%, respectively. These trends suggest that consumers are not merely content with traditional drinking but are looking for experiential elements associated with champagne. Contrastingly, 'champagne-party' searches have declined by 24.1%, hinting at a shift in how South Africans celebrate milestones, possibly towards more intimate gatherings.
As we delve deeper into the numbers, it becomes clear that Gauteng leads the population search share with 39.1% of interests, while the Western Cape and KwaZulu-Natal follow at 31.6% and 29.3%, respectively. This provincial breakdown is crucial for retailers and marketers who must tailor their strategies accordingly. In summary, the data tells us champagne is more than just a drink—it's an evolving culture that demands our attention.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
2,683,305
—
Chasing
2023
2,554,080
—
Chasing
2024
3,016,960
—
Chasing
2025
2,726,050
—
Chasing
2026
3,098,130
—
Chasing
📊
Headline from the data
Champagne peaked at ~3,216,353 annual searches in 2028 (+3% vs 2027). 2028 is tracking ~3,216,353 (projected full year).
What This Means for the South African Market
The South African champagne market stands at a fascinating crossroads, bolstered by a forecasted annual search growth that reflects a broader acceptance of premium beverages in social contexts. As Gauteng continues to dominate search interest, retailers in places like Rosebank and Sandton should double down on stocking high-end champagne brands such as Moët & Chandon and Veuve Clicquot. The emergence of unique champagne experiences, such as bespoke bars and towers, suggests that there's an opportunity for niche venues to thrive.
Moreover, the December holiday spikes, albeit slightly tempered due to load-shedding concerns, still represent a crucial window for champagne sales. Retailers can expect heightened demand as consumers seek to celebrate festive occasions with a touch of luxury. However, with the overall decline in searches for more casual 'party' contexts, event planners and caterers need to adapt their offerings to mirror this change in consumer behaviour.
🏆
2683305
2022
leader
📊
2554080
2023
challenger
Yearly share
2022
19.1%
2023
18.1%
2024
21.4%
2025
19.4%
2026
22%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
What South African Consumers Are Drinking
Digg into consumer behaviour reveals that South Africans are increasingly gravitating toward moments of luxury, where champagne plays a pivotal role. As the data suggests, there’s a noticeable trend away from large-scale celebrations, with intimate gatherings becoming more prevalent. This shift indicates a growing preference for quality over quantity, particularly among millennials and Gen Z consumers who are more likely to share their experiences online.
Platforms such as Mr D and Uber Eats have made it easier for consumers to access champagne without the need to go to large venues, which changes the dynamics of how champagne is consumed. Consumers in affluent suburbs like Camps Bay and Bryanston are particularly inclined to seek out premium options, suggesting a targeted marketing approach could yield significant dividends.
🔮
2028 projection
~3,216,353
Champagne: where it's heading by 2028
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
As we look at the retail landscape, it’s clear that champagne should be front and centre on the shelves of major players like Pick n Pay, Checkers, and Woolworths. Brands like Taittinger and Dom Pérignon should be prioritised, especially as seasonally adjusted trends suggest that consumers are leaning toward more luxurious options. Special promotions around festive periods can further encourage trial and conversion.
Additionally, retailers should consider setting up dedicated champagne sections or promotional displays, particularly in urban hotspots like Cape Town and Joburg. By aligning with the trends of 'champagne-bar' experiences, providing tastings or expert-led sessions can elevate consumer perception and brand loyalty, ensuring that stock turns remain strong.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
champagneParty CityAce Party SuppliesBalloon Emporium
Which champagne trend excites you most?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The South African champagne market is demonstrating a steady growth trajectory, with a year-on-year increase of approximately 3%. This trend, if maintained, suggests that the annual search volume for 'champagne' could reach around 3,216,353 by 2028. The data indicates a fluctuating interest in champagne over the past few years, with the highest estimated annual searches recorded in 2022 at 2,683,305 and projections for 2026 suggesting a continued upward trend.
Key factors contributing to this growth include the increasing popularity of South African sparkling wines, particularly Cap Classique, which is made using traditional methods akin to those used in Champagne. As consumers become more aware of local offerings, the demand for authentic French champagne and premium sparkling wines is expected to rise, reflecting changing preferences in the beverage market.
Champagne festivals and events, such as the Absa Champagne in Africa Festival, play a significant role in promoting champagne culture in South Africa, drawing attention to both local and international brands. These events not only celebrate the beverage itself but also enhance consumer engagement and interest in champagne, which is likely to influence future market dynamics.
Findings & patterns
The South African champagne market was valued at approximately $63.9 million in 2022 and is projected to reach $105.3 million by 2683305, growing at a compound annual growth rate (CAGR) of 5.18% from 2023 to 2683305. This growth is driven by an increasing preference for premium products, particularly the Blanc De Blancs segment, which is anticipated to contribute significantly to market expansion.
Interestingly, the South African champagne market has witnessed a 9% increase in imports, particularly of the Blanc de Blancs variety, indicating a shift in consumer preferences towards high-quality champagne. The expansion of regional distribution networks by 18% has also improved access to these luxury products across the country, further fueling demand.
Events like the Cap Classique and Champagne Festival in Johannesburg showcase the vibrant culture surrounding champagne in South Africa, emphasizing its growing popularity. These festivals not only highlight the diversity of offerings but also serve as platforms for local producers to gain visibility alongside international brands, fostering a unique blend of local and global champagne culture.
Moreover, the rise of South African sparkling wines, particularly those produced under the Cap Classique designation, reflects a competitive landscape where local products are not only gaining traction but are also challenging established international brands. This trend is indicative of a broader shift in consumer behavior, emphasizing quality and local authenticity.
Key indicators
📈Champagne Market GrowthThe South African champagne market is projected to grow from $63.9 million in 2022 to $105.3 million by 2683305, reflecting a strong CAGR of 5.18%.
📈Import IncreaseThere has been a 9% increase in champagne imports, particularly for the Blanc de Blancs variety, indicating rising consumer demand for premium products.
📈Event EngagementChampagne festivals, such as the Absa Champagne in Africa Festival, are gaining popularity, enhancing consumer engagement and interest in both local and international champagne brands.
📈Local Sparkling Wine CompetitivenessThe rise of Cap Classique as a quality sparkling wine option is positioning South African products as viable competitors to traditional champagne, reflecting changing consumer preferences.
📈Consumer PreferencesThere is a growing shift towards premium champagne products among South African consumers, driven by increased awareness and appreciation for quality.
📈Regional Distribution ExpansionAn 18% expansion in regional distribution networks has improved access to luxury champagne products, further fueling market growth.
PartyTrends read
The South African champagne market is on a promising growth trajectory, driven by a combination of increasing imports and a rising preference for premium products. With projections indicating a steady increase in search interest, brands that can effectively market their offerings during events and festivals are likely to see significant gains in visibility and sales.
Moreover, the cultural significance of champagne in South Africa is being reinforced through various festivals that celebrate not only French champagne but also local sparkling wine alternatives. This dual focus is likely to enhance consumer interest and foster a more diverse champagne culture within the country.
As the market continues to evolve, producers must adapt to changing consumer preferences, particularly the demand for quality and authenticity. By leveraging local heritage and engaging with consumers through dynamic marketing strategies, South African champagne brands can capitalize on the upward trend and position themselves favorably in the global market.
Champagne South Africa - Colmant(colmant.co.za)Explains the differences between champagne and South African sparkling wine, focusing on unique regional influences.
Fine Wines/Champagne and Spirits in South Africa(marketresearch.com)Analyzes the growth of fine wines and champagne in South Africa, driven by premiumization and changing consumer preferences.
The Rise of Sparkling Wine in South Africa(south-africa.wine)Explores the increasing popularity of sparkling wine in South Africa, noting competition with established champagne brands.
