The year 2025 proved to be one of the most challenging periods for the global wine trade in recent history.
International exports declined across the board, reflecting a market under pressure from changing consumer habits and economic headwinds.
Data compiled by Del Rey AWM shows that global wine export value fell by 6.3%, a loss of €2.26 billion, bringing total exports to €33.77 billion. Volumes also dropped significantly, down 4.7% to 94.76 million hectoliters.
The downturn spared no category. Bottled still wines were hit hardest, while sparkling and bulk wines also suffered declines. Even though Bag-in-Box wines performed slightly better, they still recorded a 2% decrease in value. At the same time, the average price per liter fell by 1.7%, underlining growing pricing pressure in international markets.
Perhaps most striking is that none of the world’s top 19 wine exporters managed to grow in 2025. The United States recorded the most dramatic fall, with exports collapsing by 35.9%. Other major declines were seen in Chile, Australia, Argentina, and key trading hubs such as Hong Kong.
In contrast, New Zealand and Portugal demonstrated resilience, managing to limit their losses to minimal levels. New Zealand’s ability to shift toward bottled wine exports helped stabilize its performance despite a decline in bulk shipments.
Europe’s traditional wine powerhouses—France, Italy, and Spain—continued to dominate global exports. Together, they generated nearly two-thirds of total export value, maintaining their leadership despite moderate declines.
Beyond production countries, major re-export hubs in Europe also faced challenges. Belgium, the Netherlands, and Denmark all recorded notable drops, while the United Kingdom experienced a more moderate contraction.
The reasons behind this global slowdown are multifaceted. Consumers are increasingly moderating alcohol consumption or exploring alternative beverages. Economic uncertainty has led to cautious purchasing behavior, while competition has intensified, pushing prices downward even as costs remain elevated.
As the industry moves into 2026, uncertainty remains high. Producers and exporters must navigate a rapidly evolving landscape, balancing tradition with innovation to meet changing demand patterns.
The data—supported by S&P Global—confirms a clear trend: the global wine sector is no longer in expansion mode but undergoing a period of recalibration. Success in the coming years will depend on adaptability, market positioning, and the ability to respond to shifting global dynamics.
Source: VinoVistara