Is Prosecco still growing in the US?

Yes. In the 52 weeks to September 5, 2026, US retail sales of Prosecco rose 1.7% to $955 million, and 5.6% in the last four weeks, according to NIQ. It was the only style of sparkling wine that grew. Sparkling wine as a whole fell 3%.

Do Americans buy more Prosecco or Champagne?

Prosecco. US shoppers spent $955 million on Prosecco and $585 million on Champagne in the same 52 weeks, $1.63 on Prosecco for every $1 on Champagne. Champagne sales fell 3.2%.

Which price of sparkling wine is growing?

Bottles at $15 to $19.99. It is the largest price band, at $709 million, and the only one that grew over the year: up 4.2%, and 9.2% in the last four weeks.

How big is the US sparkling wine market?

$2.7 billion in US retail sales over the 52 weeks to September 5, 2026, down 3% on a year earlier. Prosecco is 35.5% of it.

A bottle of Bella Principessa Prosecco D.O.C. Brut on the marble bar, beside an ice bowl and two glasses of Rosé

Wine Is Down. Prosecco Isn’t.

Sparkling wine sales fell 3% in US stores. Prosecco grew 1.7% to $955 million, with $1.63 spent on Prosecco for every $1 on Champagne. The NIQ figures, charted.

Michael GoldsteinFounder, Bella PrincipessaNovember 1, 2026 · 4 min read

Bella Principessa Prosecco DOC Brut at the bar, Pina, Mayfair.

In this story 5 parts

Quick answers
The headlines and the till
The price that’s growing
What it means
Read next

The latest US retail figures show sparkling wine shrinking overall, and one style still growing. It’s the one the headlines like to blame.

The short answer

+1.7%

Prosecco sales, last 52 weeks

−3%

All sparkling wine, same period

US retail sales value. Source: NIQ, 52 weeks ended September 5, 2026.

In the 52 weeks to September 5, 2026, Americans spent $955 million on Prosecco in the stores NIQ tracks. That is 35.5% of all sparkling wine sold, more than any other style. It was also the only style that grew: up 1.7% over the year, and 5.6% in the last four weeks.

Sparkling wine as a whole fell 3%.

$955Mspent on Prosecco in a year

35.5%of all sparkling wine sales

+5.6%Prosecco, last four weeks

$1.63on Prosecco for every $1 on Champagne

Quick answers

Is Prosecco still growing in the US?: Yes. In the 52 weeks to September 5, 2026, US retail sales of Prosecco rose 1.7% to $955 million, and 5.6% in the last four weeks, according to NIQ. It was the only style of sparkling wine that grew. Sparkling wine as a whole fell 3%.
Do Americans buy more Prosecco or Champagne?: Prosecco. US shoppers spent $955 million on Prosecco and $585 million on Champagne in the same 52 weeks, $1.63 on Prosecco for every $1 on Champagne. Champagne sales fell 3.2%.
Which price of sparkling wine is growing?: Bottles at $15 to $19.99. It is the largest price band, at $709 million, and the only one that grew over the year: up 4.2%, and 9.2% in the last four weeks.
How big is the US sparkling wine market?: $2.7 billion in US retail sales over the 52 weeks to September 5, 2026, down 3% on a year earlier. Prosecco is 35.5% of it.

Source: NIQ data, published by WineBusiness.com.

One style is growing

Change in sales value against a year earlier, by style of sparkling wine.

Labels show sales over 52 weeks. Source: NIQ, US retail, 52 and 4 weeks ended September 5, 2026.

The headlines and the till

Every year the same two articles arrive, usually in the same week. One says wine is in trouble. The other says Prosecco is the cheap fizz everyone should grow out of.

The first one has a point. Sparkling wine sales in US stores fell 3%, to $2.7 billion. Champagne fell 3.2%. Moscato, sparkling rosé and cava each fell by more than 8%.

Who owns the sparkling aisle

Share of $2.7 billion in US retail sparkling wine sales, last 52 weeks.

The second one doesn’t. Prosecco grew. Shoppers spent $370 million more on Prosecco than on Champagne: $1.63 for every $1 spent on Champagne.

Prosecco against Champagne

Each bottle stands for $50 million in US retail sales over the last 52 weeks.

Prosecco$955M

Champagne$585M

$1.63spent on Prosecco for every $1 spent on Champagne.

The price that’s growing

One price band stands out. Bottles at $15 to $19.99 are the largest slice of sparkling sales, at $709 million. They are also the only band that grew over the full year: up 4.2%, and 9.2% in the last four weeks.

Below $15, sales fell. From $20 to $99.99, they fell too.

Bella Principessa Prosecco DOC Brut and Rosé Brut bottles on ice at the bar at Pina, Mayfair, London — Bella Principessa Prosecco DOC Brut and Rosé Brut on ice at Pina, Mayfair, London.

Where the money moved

Change in sparkling wine sales value against a year earlier, by shelf price.

Labels show sales over 52 weeks. Excludes bottles under $7, which are under 1% of sales. Source: NIQ, US retail, 52 and 4 weeks ended September 5, 2026.

The figures show where the money went, not why. A fair reading: people are still buying sparkling wine. They’re buying fewer cheap bottles, and they’re stopping short of Champagne prices.

Guest holding a glass of Prosecco at a Bella Principessa Social Club evening at Pina, Mayfair, London — Bella Principessa Social Club, Pina, Mayfair, London.

What it means

For hosts

Choosing Prosecco this holiday isn’t settling. It’s the sparkling wine Americans buy most.

For retailers

In a category that shrank, Prosecco is where the growth was.

For anyone with money in wine

A falling market can still hold a rising style. These figures show which one.

The headlines will be back in January. The till has already voted.

See all the numbers

Sparkling wine sales by style
Style	52-week sales	Share	52 weeks	4 weeks
Prosecco	$955M	35.5%	+1.7%	+5.6%
Champagne	$585M	21.7%	−3.2%	−3.1%
Sparkling rosé	$260M	9.7%	−8.4%	−7.4%
Moscato	$114M	4.2%	−8.3%	−4.7%
Cava	$80.4M	3.0%	−9.7%	−8.1%
All sparkling wine	$2.7B	100%	−3.0%	−0.8%

Sparkling wine sales by shelf price
Price	52-week sales	Share	52 weeks	4 weeks
$7 to $11.99	$511M	19.0%	−7.6%	−7.7%
$12 to $14.99	$665M	24.7%	−6.4%	−4.1%
$15 to $19.99	$709M	26.4%	+4.2%	+9.2%
$20 to $29.99	$176M	6.5%	−3.9%	−1.5%
$30 to $49.99	$65.9M	2.4%	−4.0%	+1.8%
$50 to $99.99	$461M	17.1%	−3.3%	−5.2%
$100 and over	$85.2M	3.2%	−1.0%	+8.0%

Change in US retail sales value against a year earlier. Source: NIQ, 52 and 4 weeks ended September 5, 2026, published by WineBusiness.com. Price tiers exclude bottles under $7, under 1% of sales.

What the figures coverNIQ tracks sales in US retail stores. The figures don’t include restaurants, bars or direct-to-consumer sales. They measure sales value, not bottles. Period: the 52 and 4 weeks ended September 5, 2026.