In 2009, the European wine sector was still reeling from the global financial crisis of 2007–2008, marked most dramatically by the collapse of Lehman Brothers.
During the so-called "Great Recession," which lasted until 2013, demand for wine contracted alongside most consumer goods. In response, the European Union introduced a drastic measure: a vineyard uprooting plan (2009–2011), financed with a substantial budget of EUR 1 billion. The objective was clear—bring an oversupplied wine sector back in line with reduced consumer demand.
Today, the wine industry once again finds itself in the midst of turbulence. Unlike 15 years ago, however, the challenges are broader and more structural: sluggish consumption across major markets, inflationary pressures, changing health trends, and the disruptive effects of tariffs and wars on trade flows. Analysts widely predict that wine consumption will continue to decline over the coming years. Against this backdrop, some policymakers and producers are calling for another drastic step—a "pan-European" vineyard uprooting program.
Germany’s Push for a Pan-European Plan
At the Agriculture and Fisheries (Agrifish) Council meeting on September 19, Germany formally proposed such a program at the EU level. While the "Wine Package" approved by the EU Council in June already gave member states the possibility to implement uprooting at a national level, Germany argued this was insufficient. In its official document presented to the Council, Berlin emphasized the need for “further efforts at the European level, beyond the Wine Package.”
The German proposal outlines both permanent and temporary uprooting measures, with the latter being linked to ecological initiatives. These could include replanting grubbed-up land with environmentally beneficial crops or integrating biodiversity-supporting practices. By embedding ecological incentives, Germany hopes to make the program more widely accepted and avoid the risk of neglected, abandoned vineyards, which can create phytosanitary issues for surrounding agricultural zones.
France, Italy, and Spain: Divergent Views
France, facing a consumption crisis particularly in Bordeaux, has already acted independently, implementing a plan to uproot approximately 90,000 hectares. The French government has also called on Brussels for additional support, suggesting alignment with the German proposal is likely.
Italy, however, is taking a more cautious stance. Agriculture Minister Francesco Lollobrigida has repeatedly expressed opposition to uprooting, favoring vineyard conversion over outright removal:
"I’m not very much in favor of uprooting. If anything, we could consider converting, but abandoning the land, even spending resources, is not. It would also be contrary to the vision of the farmer as custodian of the land."
This perspective is supported by Italy’s major industry associations, including the Italian Wine Union (UIV) and Federvini. They argue that uprooting not only undermines agricultural stewardship but also risks damaging the sector’s long-term competitiveness.
Spain, another major wine-producing country, faces similar difficulties. Like Italy, it has vast vineyard areas and structural imbalances, yet also hesitates to embrace a large-scale uprooting strategy that could reshape its rural landscapes and weaken its producers’ resilience.
A Familiar Dilemma for Europe
The question facing European policymakers is not new: should the EU intervene decisively to reduce production capacity in line with declining demand, or should it seek more innovative, adaptive measures to support producers? The 2009–2011 uprooting plan demonstrated that Brussels can act boldly when necessary, but it also left scars in regions where traditional vineyards disappeared forever.
What is new is the framing of uprooting as not only an economic measure but also a potential ecological one. If implemented with environmental incentives, a pan-European plan might align with the EU’s Green Deal objectives, offering a twofold solution: stabilizing the wine market while promoting sustainability.
For now, the proposal remains under debate, but its mere appearance at the EU Council table signals the seriousness of the crisis. Whether Europe chooses uprooting, conversion, or a mix of both, the decisions made in Brussels will shape the continent’s vineyards—and its wine culture—for decades to come.
Source: WineNews