Champagne Problems: Where It Stands and Where It’s Going

Looking Back to 2024: Champagne Sales Lost Their Sparkle

In 2024, Champagne shipments declined by nearly 10% to 271 million bottles, according to the Comité Champagne. This downturn was primarily attributed to global economic uncertainties, inflation, and geopolitical conflicts, which reduced consumer enthusiasm for celebrations and spending on luxury beverages.

Additionally, LVMH, a leading Champagne producer, reported a 15% drop in sales during the first half of 2024. Adverse weather conditions, including frost and excessive rainfall, affected grape harvests and production, adding further pressure to the industry. Many consumers felt there was little reason to celebrate, leading to decreased demand for luxury beverages.

Looking Ahead to 2025: Champagne’s Path Forward

As the industry enters 2025, Champagne producers remain cautiously optimistic, though consumer spending habits are unpredictable. With ongoing inflation and shifting financial priorities, demand for luxury beverages may continue to fluctuate.

To adapt, industry leaders are repositioning Champagne as an affordable luxury, encouraging consumers to enjoy it beyond special occasions—from casual dinners to weekend brunches. Sustainability and organic production are also expected to gain traction as younger consumers prioritize eco-friendly and health-conscious choices. Meanwhile, the rise of low-alcohol and non-alcoholic alternatives continues to challenge traditional Champagne sales.

Climate change poses long-term risks for the industry. Rising temperatures, unpredictable weather patterns, frost, drought, and excessive rainfall continue to disrupt grape yields in the Champagne region. In response, producers are investing in sustainable vineyard management, regenerative agriculture, and soil conservation practices to protect their crops and ensure long-term viability.

Despite these challenges, Champagne brands are reshaping their messaging to emphasize everyday indulgence rather than limiting consumption to major celebrations. Some producers are also experimenting with lighter, organic, and more accessible Champagne options to stay relevant in a rapidly evolving market.

Click here to read February’s newsletter: The Advisor – Issue #46

Super Bowl Spotlight: How Non-Alcoholic Beverages Are Changing the Game 

For the past few years, the rise of non-alcoholic adult beverages has been one of the most discussed trends in the industry—and one Liquor License Advisor has covered extensively in our newsletters. From shifting consumer habits to major brands investing in alcohol-free alternatives, this movement has been impossible to ignore. Now, with two major Super Bowl commercials, the conversation has once again gained traction, signaling that zero-proof beverages are reshaping the market. 

The First Non-Alcoholic Beverage Super Bowl Ad (2023) 

In 2023, Heineken made history with Heineken 0.0, becoming not just the first non-alcoholic beer to be showcased, but the first non-alcoholic adult beverage overall to be advertised during a Super Bowl. This wasn’t just another commercial—it was a defining moment for the alcohol industry. While non-alcoholic beverages had already been gaining traction, their presence on one of the world’s biggest advertising stages signaled a mainstream breakthrough. Alcohol-free options were no longer just a niche trend; they had officially entered the mass-market conversation.

While 2024 saw a brief pause in zero-proof beverage advertising, the trend continued. The absence of these products during the 2024 Super Bowl doesn’t appear to be linked to a decline in sales—it was clear that brands would re-enter the national advertising stage soon.

Non-Alcoholic Beverages Return to the Super Bowl (2025) 

Non-alcoholic beverages made a strong comeback in 2025, with Michelob Ultra Zero featured in Michelob Ultra’s Super Bowl commercial. Though the ad focused primarily on its alcoholic beer, the inclusion of its zero-proof option was still a significant moment for the industry. Best Day Brewing also aired a commercial solely dedicated to its non-alcoholic beer, further reinforcing the category’s growing presence.

With these brands making major ad investments, the resurgence of non-alcoholic beverages in Super Bowl advertising wasn’t just a continuation—it was a clear signal that alcohol-free options, particularly beer, have become an influential category in the market.

What This Means for Your Business: Staying Competitive with Zero-Proof Beverages 

As visibility grows—especially through high-profile advertising like the Super Bowl—it’s clear that non-alcoholic beverages are reshaping the industry.

For liquor stores, bars, and restaurants, offering alcohol-free options is no longer optional—it’s essential. Staying competitive means embracing this shift, expanding product selection, and catering to the evolving preferences of your customers.

At Liquor License Advisor, we’re here to help you stay ahead in this evolving market. 

The Advisor Magazine: Issue #46

With 2025 in full swing, major shifts are happening across the industry, and we’re here to keep you ahead of the curve. 

In Issue #46 of The Advisor, we cover: 

Why Champagne sales declined in 2024 and what it means for 2025

The latest updates on Massachusetts’ proposed generational tobacco ban

A growing demand for liquor stores in South Shore and Cape Cod

Exclusive listings and investment opportunities

Click Here To Read The Advisor – Issue #46

The Future of Partying:

Will Cannabis-Infused Beverages Spark a New Kind of “Buzz”?

It’s widely known that the younger generations are drinking less alcohol, opting more for no and low-alcohol options than their elders. With health and wellness being at the forefront of this movement, liquor store shelves continue to adorn and multiply the products available for sober shoppers, including non-alcoholic beer and other canned beverages, no and low-alcohol wine, as well as a growing amount of no and low-alcohol options within the hard liquor category. There’s even a new bottle shop, Dray Drinks, in Boston’s South End that features only non-alcoholic beverages, demonstrating a real interest in the sober lifestyle. Retailers are following what’s trending and offering more non-alcoholic products in their stores than ever before.

To read the full article – check out The Advisor Magazine – Issue 34.

 

Holiday Gifting: Top Gift Trends For 2023

December is here, which means that shoppers are out in full force seeking the perfect holiday gift for everyone on their list. Alcohol remains a popular go-to gift, but what will consumers purchase this year? BevAlcInsights by Drizly has taken the guesswork out for retailers by issuing their 2023 Holiday Gift Guide, which provides insight on what categories and brands retailers should enhance in their inventory based on 2023 sales and 2022 gifting trends – critical data for businesses to make the busiest time of year a success.

Spirits reached new heights during the 2022 holiday season, with bourbon, Scotch whisky, and reposado tequila topping the charts for gifting purchases; wine (Champagne and red varietals) was a close second. It seems that despite the current economic climate, the holidays still remain a time when consumers splurge more than they might otherwise, with premium products being high in demand.

To read the full article – check out The Advisor Magazine – Issue 34.

 

The Advisor Magazine: Issue #34

December 2023 Update – Gifting, Selling, Cannabis & More!
It’s a time to celebrate with the ones you love.
  • the future of partying – getting buzzed on cannabis drinks;
  • if selling during the holidays is a good idea;
  • what popular alcohol gifts to stock up on for the holidays;
  • and more!

Inflation Impact On Holiday Alcohol Spending

Almost everyone you talk to these days brings up the alarming rise in the cost of just about everything, from gas to food to interest rates. Although people are making an effort to consciously monitor their budgets, the holiday season is upon us once again, and with that season inevitably comes an increase in spending, despite the current economic climate. Will consumers celebrate the holidays more frugally this year, or will they toss budgets aside? Consumer spending will affect both on and off-premise establishments as we wrap up 2023, a year that has found most Americans financially strapped, with no end in sight.

To read the full article – check out The Advisor Magazine – Issue 33.

 

Pressure On For Boston Pocket Licenses?

The Joint Committee On Consumer Protection & Professional Licensure held its hearing on Oct. 2, 2023 for proposed Bill H.3741 and Bill S.2380 which are seeking an additional 250 licenses across 10 specific zip codes in the next 5 years, should it become law.

One of the issues that arose during the hearing around the 1:00:45 to 1:05:50 mark addressed the term “pocket” licenses, which are inactive liquor licenses being held by owners and/or landlords which go against the city’s guidelines for license use.

To read the full article – check out The Advisor Magazine – Issue 33.

 

The Advisor Magazine: Issue #33

November 2023 Update – Holiday Spending Habits, Inflation & More!
As we move into the holidays, consumer habits are changing, again.
In Issue #33 of The Advisor, we discuss:
  • how consumer’s alcohol purchases may change with inflation;
  • a surprise subject that came up at the Boston Hearing – restaurant pocket licenses;
  • how orange is the new white when it comes to serving wine this holiday season;
  • and more!
Click Here To Read The Advisor – Issue #33.

Have You Heard of Sober October?

How This Trend Is Impacting Alcohol Sales

We’ve all become increasingly familiar with Dry January, but have you heard of “Sober October”? According to a recent USA Today article, this movement is becoming increasingly popular as consumers make more health-conscious purchases, trading in their alcoholic beverages for non-alcoholic or low-alcohol substitutes. Some people are trying out this lifestyle shift for a month to consider the benefits of not drinking, while others are trading out a few beverages here and there; however, others are making the shift to eliminate all alcohol entirely.

To read the full article – check out The Advisor Magazine – Issue 32.

 

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