Champagne may be the world’s most iconic sparkling wine, but behind the bubbles lies a region in constant motion—shaped by changing markets, bold sustainability goals, and a passion for education. On May 16th, 2025, Dutch wine media we gathered for the annual Champagne press briefing, hosted by Grégoire van den Ostende, Director of the Bureau du Champagne Benelux, and Johanna Cazé, International Project Manager at Comité Champagne.
This year’s key themes—market developments, sustainability, and education—offered a dynamic look at how Champagne is adapting to the future while staying true to its heritage. Here’s what we learned.
In 2024, Champagne shipments totaled 271 million bottles globally—a 9.2% decrease compared to 2023. While the top five markets (USA, UK, Japan, Germany, and Italy) continue to dominate, other countries are quietly but steadily gaining ground, growing at an average of 2% annually.
The Netherlands, though a smaller player in volume, showed striking momentum. With 3.1 million bottles imported from 447 different Champagne houses and growers—a 15.6% increase from the previous year—the Dutch market continues its upward trajectory. That figure includes some re-export, but the trend is clear: Dutch consumers are embracing Champagne with growing enthusiasm.
From 2015 to 2024, Dutch imports have risen by 36.7%. The country now ranks 11th globally in Champagne imports, accounting for 2% of the total volume.
What’s fueling this evolution? Comité Champagne’s consumer research reveals a cultural shift: Champagne is no longer just for weddings or New Year’s Eve. Younger generations are increasingly reaching for a glass in more spontaneous, intimate, or gastronomic settings. The focus is shifting to quality over quantity, with sustainability and conscious indulgence leading the way.
The region’s 2025 CSR report reaffirms that Champagne is about more than prestige—it’s about responsibility. Guided by the theme “Stronger Together,” the region has committed to four action pillars that reflect its values and future direction:
The message was clear: sustainability is not an afterthought in Champagne—it is a cornerstone of its future.
Education has long been a priority for the Comité Champagne. Since 1941, they’ve trained professionals, hosted global masterclasses, and even educated customs officers on identifying authentic bottles. In 2025, this commitment is more accessible than ever.
The digital platform champagne.education is a key tool, offering free e-learning modules in multiple languages. Designed for professionals in hospitality, retail, and distribution, the content is expertly curated and continuously updated by Comité Champagne’s in-house education team.
New this year is the “Champagne Specialist” certification course, now available in the Netherlands through WijnCampus. This intensive 21-hour program combines theoretical knowledge, tasting workshops, and official certification—perfect for those who want to deepen their understanding and represent Champagne with confidence.
Beyond the course, digital tools such as quizzes, tasting sheets, and detailed maps are freely available, making Champagne education as dynamic and effervescent as the wine itself.
Champagne is constantly evolving—but always with intention. From adapting to changing consumer habits to committing to sustainability and fostering global education, the region’s priorities in 2025 reveal a powerful blend of tradition and transformation.
More than ever, Champagne is worth the moment—not just for what’s in the glass, but for the values it represents.
This article is written by our own Bo van Damme. Our sincere thanks to the Bureau du Champagne Benelux and Comité Champagne for the invitation and insights shared during this year’s briefing. Santé to another sparkling year ahead!
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