In an environment marked by declining wine consumption, inflationary pressures, shifting lifestyles, and growing environmental concerns, one category continues to show remarkable stability: bulk wine.
Despite a slight reduction in global wine shipments overall, bulk wine remains the most resilient and strategically important sector of the international wine economy. New data presented at the World Bulk Wine Exhibition (WBWE) 2025 in Amsterdam confirms that bulk wine not only withstands global volatility better than bottled wine, but continues to evolve as a central driver of innovation, efficiency, and future-oriented production models.
Bulk Wine: Over One-Third of Global Wine Trade
Between June 2024 and June 2025, the global trade in bulk wine reached:
- 32.99 million hectoliters
- EUR 2.59 billion in value
- Average price: EUR 0.79 per liter
Although volumes slipped by 2.3% year-over-year, bulk wine remains far more stable than bottled wine, which saw a 4.8% decline. In the first half of 2025, bulk wine registered the smallest overall market contraction:
- Bulk wine: -0.3%
- Sparkling wine: -0.4%
- Still wine: -3.1%
This resilience underscores bulk wine’s role as a buffer category — capable of adapting quickly and absorbing global market shocks more effectively than bottled formats.
Exporters and Importers: A Global Map of Trade
Leading Exporters
Spain remains the undisputed leader in bulk wine exports, both in value and volume. It is followed by:
- Spain
- Italy
- New Zealand
- Australia
- Chile
- France
All six countries are prominently featured at WBWE 2025.
Top Importing Markets
- United Kingdom – No. 1 in value
- Germany – No. 1 in volume
- Followed by France, United States, and Italy
In the EU, red and rosé wine exports grew +3.4%, while white wine exports fell -1.4% in the first half of 2025 — a sign of shifting consumer preferences and market structures.
Bulk Wine Outperforms Bottled Wine: A Strategic Segment
The WBWE “Global Bulk Market Trends” session, hosted by Meininger’s International and Vinexposium, highlighted several key insights:
- Bottled wine sales: -4.8% in volume, -3.1% in value
- Bulk wine shipments: -2.3% in volume, supported by +2.1% price growth
- Average price now €0.78 per liter
These indicators signal an important trend: bulk wine, while traditionally perceived as a lower-tier product, is becoming a highly strategic, value-driven market segment capable of resisting economic contraction.
Consumer Trends Driving Bulk Wine Growth
Bulk wine’s resilience is linked to broader transformations in global consumption:
1. Demand for Low- and No-Alcohol Beverages
Once a niche, these categories are rapidly expanding due to:
- Better dealcoholization technologies
- Increased investment in dedicated production facilities
- A rising preference for moderation
2. Convenience-Driven Formats
Bag-in-box, cans, and kegs are reshaping consumer access to wine. These formats are:
- Sustainable
- Cost-efficient
- Geared toward younger, urban drinkers
3. Ready-to-Drink Innovation
RTDs and wine-based beverages continue to attract new audiences seeking freshness, novelty, and ease.
Collectively, these trends show that bulk wine is no longer simply a low-cost solution, but a driver of market innovation, offering formats and styles aligned with modern preferences.
A Pivotal Moment for the Wine and Spirits Industry
Rodolphe Lameyse, CEO of Vinexposium, summarized the sector’s transformation:
“In a context of economic instability, environmental transition, and declining consumption, bulk wine stands out as a strategic lever for reshaping production and distribution models globally.”
WBWE 2025 showcased:
- 240+ exhibitors from 25 countries
- Buyers from 60 nations
- More than 350 bulk wines and spirits for tasting
- 10 masterclasses and conferences
- Nearly 80% of the global bulk wine trade represented
Bulk wine, according to Lameyse, offers a pathway toward competitiveness, efficiency, and sustainability, positioning the category as essential to a future-facing wine industry.
IBWC 2025: Celebrating Excellence in Bulk Wine
Running alongside WBWE, the International Bulk Wine Competition (IBWC) remains the only global competition dedicated exclusively to bulk wines and spirits.
In 2025:
- 150+ samples were blind-tasted
- 4 Grand Gold, 27 Gold, and 8 Silver medals were awarded
- Italy obtained 7 Gold medals and 2 Silver medals, including awards for:
- Nero di Troia
- Primitivo DOP Manduria
- Chardonnay
- Rosso Piceno
- Passito IGP Puglia
Spain, Italy, Argentina, and France continue to dominate the historical medal rankings.
The competition highlights a powerful truth: bulk wine is no longer synonymous with low quality. Today, it represents a diverse, expressive, and increasingly prestigious category embraced by producers and buyers worldwide.
Conclusion: Bulk Wine as the Strategic Engine of Tomorrow’s Wine Economy
The global wine industry is undergoing structural change. Traditional wine consumption is declining, new formats are emerging, and environmental and economic pressures are reshaping production.
In this context, bulk wine has emerged as:
- A stabilizing force
- A platform for innovation
- A strategic tool for sustainability and competitiveness
- A gateway to new consumer segments
As demonstrated at WBWE 2025, bulk wine is no longer the “quiet” side of the industry — it is becoming the backbone of global trade and a catalyst for the future of wine.
Source: WineNews