Champagne Brands Gained Value Amidst Wine Market Slump
The Brand Finance Alcoholic Drinks 2026 report highlighted a shift in market favor toward luxury sparkling wine houses.
Updated on Oct. 14, 2026 in Wine
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In the 2026 report from Brand Finance, prominent Champagne houses achieved significant brand value growth while many still wine brands saw steep declines. The global market faced broader challenges as wine consumption fell 3 percent to 208 million hectolitres in 2025.
Why it matters
Luxury positioning and a strong association with celebratory occasions allowed Champagne brands to resist the negative trends currently impacting the broader still wine sector. Changing consumer habits and declining overall interest in wine have made sustaining brand value increasingly difficult for non-sparkling labels.
Moet & Chandon saw its brand value climb 12 percent to US$2.3 billion, while Dom Perignon grew by 21 percent to reach US$300 million. Conversely, other brands faced significant losses, with Changyu falling 22 percent and Yellow Tail dropping 14 percent.
The players
Brand Finance
This is a brand valuation and strategy consultancy that publishes annual reports on the financial performance of major global brands.
Penfolds
This is a prominent Australian wine producer known for its high-end labels and long history in the global wine market.
Moet & Chandon
This is a prestigious French winery and co-owner of the luxury goods company LVMH.
Veuve Clicquot
This is a historic French Champagne house that remains one of the largest and most recognizable producers of sparkling wine.
Dom Perignon
This is a high-end vintage Champagne brand produced by the Champagne house Moet & Chandon.
The details
Brand value is measured by the economic benefit a company would secure by licensing its brand on the open market. While still wine brands like Beringer and Yellow Tail struggled to maintain value, volume-focused brands like Barefoot managed a 2 percent increase to US$1.3 billion.
Timeline
Global wine consumption fell 3 percent during 2025.
Veuve Clicquot secured the fourth position in the 2025 brand ranking.
Brand Finance released its Alcoholic Drinks 2026 report in 2026.
Culture Shift
This trend mirrors a broader societal shift toward luxury experiences, where premium brands effectively leverage heritage to insulate themselves from market downturns. The divergence between luxury Champagne and still wine highlights a changing consumer preference for prestige goods over everyday staples.
Consumers may notice higher price points for luxury Champagne labels due to their sustained brand strength and consistent demand. Shoppers looking for still wines might find more promotional pricing as producers attempt to counter declining consumption trends.
The takeaway
The premium wine market is increasingly decoupling from the volume-driven still wine market as consumers favor heritage and luxury labels. Readers should consider that luxury beverage prices are likely to remain firm, while value-oriented wine brands may continue to offer deep discounts.
Further reading
For more on the current state of the industry, read the latest analysis on Wine.
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