Global bulk wine exports, representing a smaller yet crucial portion of the global wine trade, continue to show remarkable resilience amid challenging market conditions.
According to the latest report from the World Bulk Wine Exhibition (WBWE), edited by Rafael del Rey of Analysts of Wine Markets (AWM), total exports reached 16.5 million hectoliters in the first half of 2025—a modest 2.3% decline compared to the same period in 2024. Despite the dip in volumes, the value of exports remained nearly stable at EUR 1.2 billion (-0.3%), supported by a 2.1% increase in average prices to EUR 0.78 per liter.
Spain Leads a Resilient Global Market
Spain remains the undisputed global leader in bulk wine exports, with 6 million hectoliters shipped in the first half of the year, valued at EUR 302 million. Favorable pricing, bolstered by reduced harvests in competing regions, helped Spanish exporters maintain a strong position.
New Zealand follows closely by value at EUR 158 million, with export prices still above EUR 2 per liter, while Italy ranks third at EUR 155 million, underlining its stable performance. Other significant exporters include Australia (EUR 137 million), Chile (EUR 94 million), France (EUR 97 million), the United States (EUR 85 million), and South Africa (EUR 54 million).
Overall, these numbers indicate that while bulk wine volumes have decreased slightly, the sector has demonstrated remarkable resilience in both value and price, contrasting with the steeper -4.8% decline in volume and -3.1% fall in value reported for bottled wines over the same period.
The WBWE: A Global Hub for Bulk Wine Professionals
The 17th edition of the World Bulk Wine Exhibition (WBWE)—organized by Vinexposium, the global leader in wine and spirits events—will take place on November 24–25, 2025, at RAI Amsterdam.
The WBWE is the world’s premier event for the bulk wine and spirits sector, gathering over 240 producers from 25 countries and buyers from more than 60 markets, together representing 70–80% of the global bulk wine trade.
This year’s edition welcomes new participating countries such as Mauritius, Lebanon, and Panama, alongside industry giants Spain, Italy, Chile, New Zealand, Australia, South Africa, and the United States.
The exhibition will showcase not only traditional bulk wines but also a diverse range of denomination wines, organic wines, low- and no-alcohol products, spirits, and ready-to-drink formats. In line with the industry’s sustainability goals, the event will also feature innovative packaging solutions designed to reduce carbon footprints and optimize logistics.
Italy’s Strategic Role in the Bulk Wine Landscape
Italy, one of the top global exporters, shipped 1.7 million hectoliters of bulk wine in the first half of 2025. However, it is also a notable importer, bringing in 1 million hectoliters annually, mostly from Spain.
Between January and June 2025, Italian imports from Spain fell sharply—down 26.6% in volume and 20.3% in value—reaching 80.3 million liters. Conversely, imports from France surged by 65% in volume and 44% in value, reaching 8.3 million liters (EUR 7 million), reflecting a shift toward higher-quality bulk wine.
China’s Market Slowdown and Other Global Trends
In Asia, bulk wine imports to China dropped below 1 million hectoliters in twelve months, with revenues of only EUR 76 million, as Australia and Chile dominated the market, supplying over 95% of total volume.
Meanwhile, Australia enjoyed renewed export momentum, driven by its re-entry into the Chinese market and recovery in the U.S., while New Zealand expanded volumes abroad despite lower prices.
Interestingly, the report notes that EU exports of red and rosé bulk wines, which declined from 10.5 million hectoliters in 2017 to 7.6 million in 2025, have begun to recover modestly—while white bulk wines have shown slight declines.
Innovating Through Challenges
The WBWE 2025 program emphasizes education and innovation. It includes:
- The Silent Tasting Room, a free tasting area showcasing exhibitors’ wines and spirits.
- The Academy, hosting conferences and masterclasses on logistics, dealcoholization techniques, sustainable packaging, and the role of oak in winemaking.
- The International Bulk Wine Competition (IBWC), recognizing the best bulk wines through blind tastings by international judges.
- A new highlight, the Grand Gold Pitch, offering top medal-winning producers a stage to present their wines to the global trade audience.
According to Rodolphe Lameyse, CEO of Vinexposium, “the bulk wine market is a strategic lever for the entire industry, balancing competitiveness, flexibility, and sustainability.”
Grace Ghazalé, Head of Vinexposium Overseas Events, adds that these initiatives “enhance visibility for producers and create meaningful connections between business, innovation, and discovery.”
The Broader Picture: Bulk Wine’s Steady Evolution
From a long-term perspective, bulk wine has shown greater stability than bottled wines in volume terms over the past eight years, though its value growth remains modest. This stability underlines bulk wine’s key role in a polarized market—one where high-end wines face pressure, while accessible and efficient formats continue to thrive.
The evolution of bag-in-box, cans, and kegs, alongside low- and no-alcohol and ready-to-drink innovations, is reshaping how consumers and trade professionals perceive bulk wine—not merely as a cost-effective alternative but as a sustainable and adaptable component of modern wine commerce.
As the WBWE prepares for its 17th edition, the sector enters a new phase—more connected, more efficient, and more committed than ever to addressing the challenges of a transforming global wine economy.
Source: WineNews