Champagne hits popularity peak

Champagne consumption in the UK is at an all-time high with 50% of Britons drinking more than five years ago.

However, according to an OMD Snapshots survey, 66% of consumers said they had not bought a bottle of champagne at all in the past 12 months.

One-third said they had purchased one or more bottles in the same period, with 76% buying champagne in a supermarket and only 21% buying from an off-licence.

Brand awareness does not appear to be critical to buying champagne. Only 27% of consumers had decided what brand they wanted beforehand and 45% said they would consider any brand.

This was despite two brands, Moet & Chandon and Bollinger, having a higher recall, with 99% and 92% of respondents respectively having previously heard of the brands.

The survey interviewed 1100 people.

Sector Insight, page 36.