Over 320 million bottles: luxury drink experiences surprising corona boom

Created: 01/25/2022, 14:44

By: Patricia Huber

Despite the lack of parties, champagne sales in 2021 increased enormously compared to the previous year.

© Paul Zinken/dpa

A bit of luxury in difficult times - apparently many people treated themselves to that in the past Corona year.

At least that's what the sales of champagne manufacturers show.

Munich – Everything is getting more expensive: refueling, heating, groceries.

But people still seem to treat themselves to one or two luxuries.

At least that's what the sales of France's champagne manufacturers show.

They celebrated an absolute record in 2021 - despite a corona-related lack of parties and events.

Champagne record: more than 320 million bottles were sold in 2021

In 2021, the manufacturers of the famous luxury drink sold more than 320 million bottles and achieved sales of over 5.5 billion euros, as the industry association announced on Wednesday.

In the second year of Corona, consumption at home “picked up speed”.

"Consumers have decided to make themselves beautiful at home," the association said.

In the first year of Corona, the sales of French champagne manufacturers fell by 20 percent.

Demand picked up again in 2021 - and surprised some manufacturers who had difficulties with delivery.

In Spain, for example, the brands Ruinart, Moët&Chandon and Dom Pérignon were temporarily no longer in stock.

Champagne: 2021 grape harvest not productive

Maxime Toubart, president of the Champagne winemakers and co-president of the Comité Champagne, told

Zeitung

that the increased demand had been "a positive surprise" for the industry.

The champagne grape harvest in 2021, on the other hand, was not very record-breaking: frosts in spring and a rainy summer made for a poor harvest.

But the cellars of the winegrowers are full.

Champagne has to mature for more than a year.

For 2022, Champagne now hopes to be able to start a new phase of growth.