The global fine wine market is undergoing a noticeable transformation, with white and sparkling wines steadily increasing their share of trading activity while red wines lose momentum.
New figures released by Liv-ex, the London-based marketplace and data provider for the fine wine trade, highlight how buyer behavior and investment patterns are evolving across the secondary market.
According to Liv-ex data, the value of white wine traded on its platform has risen by 650% since 2010, while sparkling wine trading has surged by 1,100% over the same period. In contrast, red wine trade value in 2025 stood 15.0% below 2010 levels, reflecting a significant rebalancing within the fine wine sector.
For decades, red wines — particularly those from Bordeaux — dominated the secondary market. However, changing consumer preferences, economic pressures, and evolving drinking habits are reshaping demand. The latest data suggests this is more than a temporary trend, pointing instead to a structural change in how collectors, merchants, and private buyers approach fine wine purchases.
One of the strongest beneficiaries of this shift has been white Burgundy. Liv-ex reported that Burgundy has overtaken Bordeaux as the leading white wine region by traded value on its exchange. While Bordeaux white wines have seen a 17.6% decline in traded value since 2011, Burgundy continues to attract strong demand across multiple price levels.
The success of white Burgundy appears to be driven by a combination of accessibility and stability. Lower-priced wines from the region have become increasingly active in trading, while top-tier labels have maintained relatively stable pricing even during broader market uncertainty. This contrasts with the volatility experienced in some segments of the red wine market over recent years.
Sophia Gilmour, market analyst at Liv-ex, explained that the movement toward white wines reflects not only changing tastes but also changing purchasing intentions. Increasingly, buyers are acquiring wines to enjoy within a shorter timeframe rather than holding them for long-term aging or speculation. White Burgundies align naturally with this consumption pattern, offering both prestige and earlier drinkability.
Gilmour also noted that although Bordeaux produces more high-quality white wines today than in the past, many remain expensive and lack the same international brand recognition enjoyed by premium Burgundian producers. This branding advantage has helped Burgundy strengthen its position among collectors and enthusiasts alike.
Sparkling wines, especially those from the Champagne region, have followed a slightly different trajectory. Demand for Champagne expanded rapidly during the pandemic-era fine wine boom, supported by strong consumer spending and celebratory consumption trends. Although the category later experienced a correction, Liv-ex said Champagne continues to benefit from its consumption-driven nature.
Unlike investment-oriented red wines that are often stored for years, Champagne is generally purchased with the intention of being opened and enjoyed relatively quickly. This characteristic has supported demand during a period when many wine merchants have reduced inventory holdings and become more cautious about long-term stock commitments.
The broader market environment is also influencing trading patterns. Higher interest rates, inflationary pressures, and weaker global luxury spending have encouraged buyers to become more selective. Instead of concentrating capital heavily in traditional red wine regions, collectors are increasingly diversifying across categories, styles, and origins in search of stability and value retention.
Liv-ex indicated that access to timely market data is becoming increasingly important as traders navigate a more fragmented and selective market environment. Buyers are now paying closer attention to liquidity, pricing consistency, and long-term demand fundamentals when deciding where to allocate capital.
The shift toward white and sparkling wines may also reflect broader lifestyle and dining trends. Consumers worldwide are embracing lighter wine styles, seafood pairings, and more casual drinking occasions, while younger buyers often prioritize versatility and immediate enjoyment over long-term cellaring.
Although red wines remain a central pillar of the fine wine world, the latest trading figures suggest the market is becoming more balanced than at any point in recent decades. White Burgundy and Champagne are no longer niche categories within fine wine trading — they are increasingly defining the direction of the market itself.
Source: Vinetur