Lorraine Williamson
In 2024, Spain’s wine consumption experienced a modest increase, with a 0.7% rise up to November, totaling 9.78 million hectolitres. This growth is largely attributed to the “third channel,” encompassing wine shops, clubs, online platforms, and direct winery sales. These expanded by 4% and now account for approximately one-third of the market.
Conversely, traditional food and hospitality sectors saw a slight decline of 1%, primarily due to stagnation in food sales (0.5%) and a minor downturn in the on-trade sector (-1.9%). Despite these challenges, the total value of wine sales continues to rise, with catering channels accounting for 6.27 million hectolitres. This translates to a sales value of €3.18 billion. This reflects an average price of €5.08 per litre, a 2% increase from the previous year.
Export and import trends
The export landscape presented mixed results. In the first four months of the 2024/25 season, wine exports decreased by 12% in volume, totaling six million hectolitres. However, turnover saw a slight uptick of 0.6%, reaching €1.02 billion. Over the year leading up to November 2024, Spanish wine exports amounted to €2.9 billion, marking a 0.6% increase. Meanwhile, export volumes fell by 5.1% to 1.93 billion litres. On the import front, Spain witnessed a significant surge, with volumes doubling by 100.5% to 374,800 hectolitres in the first four months of the 2024/25 season. This surge is primarily due to increased bulk wine imports. In value terms, imports rose by 7.7%, reaching €104.2 million.
Average price per litre
The average price per litre experienced a marginal decline of 0.4% when adjusted for inflation. Wines with a Protected Designation of Origin (DOP) and sparkling wines showed a slight decrease in real terms. DOP wines averaged €6.45 per litre, while sparkling wines remained the most expensive category at €7.71 per litre.
Understanding Protected Designation of Origin (DOP)
The Protected Designation of Origin (DOP) is a European Union quality scheme that safeguards the names of products originating from specific regions, ensuring their unique characteristics are preserved. For a wine to be labelled as DOP, it must be produced, processed, and prepared entirely within a defined geographical area, with qualities and characteristics exclusive to that location. This designation guarantees consumers the authenticity of the product and protects producers from imitations. In Spain, DOP wines are recognised for their superior quality, with stringent regulations governing grape varieties, cultivation methods, and production processes. This ensures that each bottle reflects the true essence of its region.
Growth of the third channel
The “third channel,” which includes sales through wine shops, wine clubs, online portals, and direct winery sales, is exhibiting a positive trend with a 4% growth. This segment now represents about a third of the Spanish wine market. Furthermore, it indicates a shift in consumer purchasing habits towards more specialised and direct avenues.
While traditional sales channels face challenges, the Spanish wine market demonstrates resilience through the growth of alternative sales avenues and a focus on premium products. Producers are adapting to changing consumer preferences and global market dynamics, positioning the industry for sustained growth in the coming years.
Also read: Which Spanish city was awarded European Wine City for 2025?