If we look at wine choices, Lithuanians clearly belong to a celebratory nation. Various sources – both local and international – show that we prefer to fill our glasses with sparkling rather than still wine. This culture makes Lithuanians unique not only in the region but globally. Experts say consumers here have reached maturity on this journey and increasingly choose not only the popular labels but also niche sparkling wines.

IWSR, the world’s leading beverage market data and insights company, notes that Lithuanians opt for sparkling wines more readily than still ones. This preference shapes a distinctive wine culture in Lithuania: while in many other countries enthusiasts more often pour still wines, here the bubbles reign.

Foreign observers might find these habits puzzling, but there is an explanation. Aurinta Savickaitė, Marketing Director for the Baltics and Poland at MV GROUP Distribution LT – a company that has imported a wide range of drinks for more than three decades and actively nurtures wine culture – observes that Lithuanians’ love of bubbles stems from a strong link between sparkling wine and celebration, where sparkling has outcompeted other drinks.

“Lithuanians choose sparkling wine more often because it is associated with festivities and special moments. Many also see it as lighter, more fruit-forward, and suitable even without food. Still wine, by contrast, depending on style, is perceived as either more gourmet or more everyday. It demands greater knowledge – there is a wider range, and one needs to understand country nuances, grape varieties, and production subtleties,” Savickaitė says, highlighting the brilliance of sparkling wine in its simplicity.

We are living through a time of discovery

Data from the specialised drinks retailer Bottlery show that sparkling wine sales are anything but stagnant in Lithuania, outpacing the overall wine market. In the first ten months of this year, sparkling sales rose by 9%, while total wine growth amounted to only a few percentage points.

“This year, Lithuanian eyes have turned more often to wines from France. By country of origin, this is the fastest-growing category in sparkling. Given that French wines are also the most expensive, we can speak of a maturing sparkling-wine culture. Our domestic wines posted double-digit growth as well. Somewhat unexpectedly, Spain ranked third by growth, suggesting consumers are exploring new geographic horizons,” says Kristina Žižova, Head of Retail and E-commerce at MV GROUP Distribution LT, which operates the Bottlery network.

According to MV GROUP Distribution LT Marketing Director Aurinta Savickaitė, Lithuanian sparkling wine has held its ground for a good decade. It remains on top thanks to consistent investment in quality raw materials, innovation, attractive design and a broad range of flavours – from lighter, semi-sweet styles to traditionally made sparkling wines. The reshuffling among other sparkling “giants,” meanwhile, signals shifts in Lithuanian drinking habits.

“For several years, the greatest attention went to Italy’s Prosecco, but this year’s trends show consumers are actively seeking new tastes and discovering other European regions. Interest in Crémant and Cava is rising rapidly; both offer high quality at more accessible prices than Champagne. At the same time, we see clear growth in the premium segment—consumers value authenticity, a sense of place and sustainable production. As a result, attention is increasingly turning to lesser-known yet responsible winemakers and regions that offer distinctive, high-quality sparkling wines,” the expert notes.

Can we still call it just a celebration drink?

It may sound a touch provocative, but given sparkling wine’s popularity, can it still be seen only as a festive choice? Aurinta Savickaitė agrees that shifting consumption patterns point to a broader change and notes that MV GROUP Distribution LT is actively driving it—consciously expanding its range and introducing new, distinctive styles of sparkling wines that help shape market trends.

“Sparkling wine is increasingly enjoyed not only at celebrations but in everyday moments as well. Still, let’s remember that life should be celebrated—and not only on special occasions. And celebration needn’t mean alcoholic sparkling wine: non-alcoholic options are gaining ground, letting people savour the moment here and now,” she says.

Bottlery’s representative, Kristina Žižova, observes that sparkling wine’s versatility has widened considerably—more and more customers choose it as an evening drink, not only for festive events. “People are ever more likely to bring sparkling wine when visiting friends, because it pairs safely with a variety of dishes while setting a bright, celebratory mood,” she adds.

No fear of new flavours

As Aurinta Savickaitė notes, Lithuanian consumers are curious, so we constantly seek innovations to surprise them and offer discoveries from both well-known houses and smaller, distinctive producers. One of the newest trends she highlights is rosé sparkling wine, now a more frequent guest on Lithuanian tables.

“Rosé sparkling is still being discovered in Lithuania and is most often associated with summer, though it is not necessarily lighter than white styles. More consumers are realising that rosé can be fuller in flavour and pair beautifully with a wide range of dishes year-round. We are also seeing rapid growth in non-alcoholic sparkling, reflecting mindful consumption and the demand for more varied, lower-alcohol or alcohol-free options,” she says.

Kristina Žižova adds that consumers are increasingly bold in trying niche drinks such as organic wines, sparkling teas and non-alcoholic sparkling wines, discovering new flavours and food pairings along the way. To meet these needs and educate customers, Bottlery teamed up with Acala a couple of years ago to create a special-edition line of sparkling teas. This distinctive trio—dry, rosé and sweet wine styles—has already found its way into consumers’ hearts, with popularity on the rise.

The popularity of sparkling wine in Lithuania reflects not only higher demand but also rising quality. Drinking habits point to more considered choices and cultural maturity. “We see consumers including sparkling wine in their regular selection more often, and its growing appeal has become a steady habit rather than a passing trend,” concludes the MV GROUP Distribution LT Marketing Director.