The European wine industry is undergoing a profound transformation. Following an exceptional 2024, export performance in 2025 has slowed across the continent, revealing deeper structural changes that go beyond cyclical market fluctuations.
According to WineNews and official statistical sources, declining consumption, climate volatility, geopolitical instability, and shifting generational habits are reshaping how European wines perform on global markets.
While the overall picture is challenging, a closer look at export data reveals a striking trend: the “colour of the glass” is changing.
Export Performance in 2025: A Market Under Pressure
Between September 2024 and September 2025, EU exports of still bottled wine fell to €15.75 billion, a decrease of 1.7% in value, according to S&P Global data analysed by Del Rey AWM. Export volumes declined more sharply, down 3.2% to 32 million hectolitres.
Red and rosé wines continue to dominate in absolute terms, accounting for €10.3 billion in export value and 57% of total volumes. However, these categories are increasingly exposed to market pressure. Despite higher average prices, their volumes fell by 3.5%, resulting in a 2.5% decline in export value.
White wines, on the other hand, told a different story. Although volumes dropped by 2.7%, rising average prices (+2.7%) allowed white wines to maintain export value at €5.4 billion. This balance between volume and price stability highlights a growing structural advantage.
Fifteen Years of Diverging Trajectories
The contrast becomes even clearer when viewed over a longer horizon. From 2011 to September 2025, EU exports of red and rosé wines declined by 19% in volume, while white wine exports increased by 7.5%. This gain, though insufficient to fully offset losses in red and rosé volumes, underscores a sustained shift in demand.
Value growth further reinforces this trend. Over the same period, white wine export value increased by 167.7%, compared to 36.7% for red and rosé wines. Since late 2022, the divergence has intensified, with red and rosé wines losing 10% in value, while white wines continued to grow.
Categories Matter: Varietal, PDO, and PGI Wines
The evolution of export performance varies significantly by category. Varietal white wines — labelled by grape variety and vintage without Geographical Indication — recorded the strongest growth. From 2017 to September 2025, their export value rose by nearly 78%, reaching €448.8 million, with volumes increasing by 29.7%.
PDO white wines also performed well, with export value growing by 60.7% to €3.7 billion and volumes rising by 31.2%. While red PDO wines still dominate in absolute value (€7.4 billion), their growth rate has been more modest.
PGI wines present a contrasting picture. Over the past eight years, PGI white wines suffered a 15% decline in value and a steep 24.9% drop in volume. Conversely, PGI red and rosé wines managed an 8.6% increase in value despite a 14% reduction in volumes. This suggests that brand recognition and price positioning remain critical for PGI reds, even as volumes shrink.
Among wines without any indication, white wines again outperformed reds. Export value for white wines increased by 22.5%, while red wines declined by 5.8%, with white wine volumes proving more resilient.
A Market in Transition
These figures confirm that Europe’s wine export landscape is not merely shrinking — it is being rebalanced. White wines are increasingly aligned with contemporary consumer expectations centred on freshness, versatility, and ease of consumption. Red and rosé wines, while still commanding higher prices, face a steeper challenge in sustaining volumes and relevance.
Final Outlook
The European wine market in 2025 reflects a sector in transition rather than decline alone. While total exports are under pressure, white wines are redefining the balance between value, volume, and consumer demand. For producers and exporters, understanding this shift will be essential to navigating the next phase of the global wine economy.
Source: WineNews
0 comments