Beverage Industry

Sparkling wine sales explode during Valentine’s Day week, research shows

February 14, 2013

Research from market research firm Nielsen, New York, found that U.S. consumers love to indulge their sweethearts on Valentine’s Day — especially with specialty beverages.

The market research firm predicts that more than 2 million bottles of sparkling wine will be sold this week. In fact, the week of Valentine’s Day is the No. 1 week for sparkling Moscato sales, it says.

However, this sparkling wine boost does not apply to all label origins. Sales of Italian and Spanish sparkling wines typically decline this week, Nielsen reports.

“Valentine’s Day is not the time to take chances with the unknown,” said Danny Brager, vice president of beverage alcohol for Nielsen, in a statement. “Americans stick to tried-and-true types of sparkling wine, staying away from Prosecco and Cava (Italian and Spanish sparkling wines). Italian and Spanish sparkling wines actually see Valentine’s Day week as their lowest week of sales for the year.”

Nevertheless, consumers are willing to spend a little more on sparkling wines this week, Nielsen adds. The overall average price point for sparkling wine crosses $11 this week, and Rosé sparkling wine sees its average price point jump 8 percent higher during Valentine’s Day week, it reports. All in all, consumers are expected to spend more than $23 million dollars on the celebratory drink this holiday, the research concludes.