In a year marked by declining global wine consumption, the Rueda Designation of Origin (DO) in Spain has defied the trend, achieving its highest export volume to date.
In 2024, Rueda DO exported 15.8 million bottles—an increase of 5.4% over 2023, or 817,549 more bottles. This milestone underscores the growing international appreciation for Rueda’s signature white wines, particularly those made from the native Verdejo grape.
Carlos Yllera, president of the Rueda DO Regulatory Council, emphasized that this growth is especially significant given the current global landscape, which includes tariff disputes, the rising popularity of non-alcoholic beverages, and a generally shrinking wine market. According to Yllera, these numbers reflect how global consumers continue to place their trust in the quality and consistency of Rueda wines.
Expanding International Footprint
A major factor behind this success is the increasing number of wineries entering the international market. In 2024, 70 Rueda wineries exported their wines—reaching 105 countries. The Netherlands and the United Kingdom stand out as key destinations. Dutch imports climbed to 6.3 million bottles, while the UK showed remarkable growth of 49.5%, totaling 1.2 million bottles.
Beyond Europe, Colombia and Canada emerged as promising markets. Colombia saw a 44.5% rise in imports, with 343,899 bottles sold, while Canada imported 337,650 bottles, marking a 10.3% increase.
Strategic Promotion and Global Presence
Rueda DO’s international visibility has been boosted through a robust promotional strategy. In early 2025, the region participated in key international trade fairs including Prowein Düsseldorf, Expovina Zurich, and Prowein Tokyo. These events provided vital exposure and facilitated direct engagement between Rueda producers and global distributors, sommeliers, and wine journalists.
The publication of the Rueda 2025 Top 100 further cemented the DO’s reputation. Compiled by wine journalist Beth Willard and Master of Wine Tim Atkin following an on-site visit, the list spotlights the 100 most distinguished wines from the region, evaluated on both technical and sensory grounds.
Another innovative initiative is the organization of "reverse missions," which bring international importers, wine critics, and industry professionals to the region. These immersive visits allow guests to experience Rueda's winemaking culture firsthand, fostering long-term business relationships and authentic brand storytelling.
The Verdejo Advantage
Officially recognized in 1980, the Rueda DO is located primarily in Valladolid, with extensions into Segovia and Ávila. It has built its reputation on white wines, particularly those made from Verdejo—a grape that accounts for over 85% of its registered vineyards. The combination of climatic conditions, vineyard heritage, and winemaking expertise gives Rueda wines their distinctive character: fresh, aromatic, and elegantly structured.
A Countertrend in a Contracting Market
While much of the international wine industry faces stagnation or decline, Rueda DO's export achievements reflect a different trajectory—one built on quality, strategic outreach, and deep-rooted viticultural tradition. Its ability to both consolidate established markets and successfully penetrate new ones illustrates a model of resilience and smart growth that other wine regions may well look to emulate.
Source: Vinetur