Source: European Parliament
Diversifying export destinations reduces market risks. Emerging markets in Africa, Latin America and Asia offer growth opportunities.
After a quick growth, uncertainty prevails on Asian markets. Africa and Latin America, representing only 2.9% of imports, show a significant potential linked to projected consumption and demographic growth[1].
The High-Level Group on Wine Policy (HLG)[2] recommends maintaining an ambitious export strategy, expanding market access, addressing trade barriers, protecting wine products from unrelated trade disputes and encouraging innovation and adaptation to changing market and consumer trends.
The Mercosur Agreement is expected to facilitate the entry of European wine in South American countries, in particular on the growing Brazilian market.
The Indian market has a great potential, and a Free Trade Agreement is being negotiated to tackle barriers. The EU is also negotiating trade agreements with Thailand, Indonesia and the Philippines to improve market access for EU wines. The EU only has unilateral arrangements[3] with the African countries mentioned in the question.
Promotion measures[4] covering EU wine geographical indications and wines with indication of wine grape variety can already target the above-mentioned prospective export markets.
The work programme for 2025[5] allocates EUR 132 million to co-fund promotion activities, of which EUR 63.4 million are earmarked for non-EU countries.
A map displaying past and ongoing campaigns is available online[6]. The recently published Commission legislative proposal[7] to support the wine sector includes an amendment to increase the duration of support for promotion operations under wine sectorial interventions to allow for better market consolidation.
- [1] Prospects of the EU Wine Sector (https://agriculture.ec.europa.eu/document/download/83588b14-0c75-43a4-b8ab-c5718bee6b01_en?filename=future-prospects-of-the-eu-wine-sector-june-2024.pdf).
- [2] https://agriculture.ec.europa.eu/media/news/high-level-group-wine-outlines-policy-recommendations-future-eu-wine-sector-2024-12-17_en
- [3] Generalised Scheme of Preferences or Everything but Arms.
- [4] Regulation (EU) No 1144/2014, OJ L 317, 4.11.2014, p. 56-70.
- [5] https://agriculture.ec.europa.eu/common-agricultural-policy/market-measures/promotion-eu-farm-products_en#_blank
- [6] https://enjoy-its-from-europe.campaign.europa.eu/en#_blank
- [7] COM/2025/137 final.