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Summary of our market study
Since 2020, the Spanish wine market has experienced various shifts in demand, production, and trade. The impact of COVID-19 restrictions notably affected the HORECA sector's wine consumption which is traditionally higher than that within the food sector. However, outside this impact, wine consumption in Spain remains culturally significant, characterized by consumption habits linked to age and social occasions, with older populations and affluent classes demonstrating higher per capita consumption. Geographically, Castilla la Mancha dominates wine production, accounting for approximately 51% of the country's output.
Meanwhile, wine exports have slightly decreased by 9.5% from 2018 to 2022, with Germany, the USA, and the UK being top importers. Despite this decline, Spain maintains a strong export orientation, with over half of its wine sector's products destined for international markets. Additionally, the Spanish wine market in 2022 was valued at €5.381 billion, representing substantial domestic consumption. Globally, the wine market has continued to grow, with an estimated market size of $420.45 billion in 2022, and projections suggesting a compound annual growth rate (CAGR) of 7.37% leading up to 2025. Regulations safeguarding wine quality and origin, such as DOP and PGI, remain firmly in place to ensure the standards and reputation of Spanish wines on a global scale.
Dynamics and Consumer Preferences in the Spanish Wine Market
In recent years, the Spanish wine market has demonstrated steady growth, reflecting evolving trends among consumers. The HORECA sector has traditionally led the demand, averaging around 6 to 7 million hectolitres between 2017 and 2021, overshadowing the food sector's consumption of approximately 3 to 4 million hectolitres. This pattern, however, was disrupted in 2020 due to the health restrictions to combat COVID-19, affecting the overall dynamics of wine consumption. Wine plays a diverse role in the Spanish beverage market. By volume, wine ranks fourth after bottled water, soft drinks, and beer, commanding around 5 to 6 percent of the beverage consumption. However, when we shift the focus to value, wine's contribution jumps to 20 percent, making it the third most valuable beverage segment behind soft drinks and beer. Quality and color are significant criteria to categorize wine consumption in Spain. In terms of market share by value, D.O.P. (Denominación de Origen Protegida) wines lead with over 75 percent, while I.G.P. (Indicación Geográfica Protegida) wines and non-labelled wines hold shares of 17 to 18 percent and around 5 to 6 percent, respectively. In contrast, non-labelled wines have a more substantial share by volume, at about 40 percent.
Analyzing wine consumers outside the HORECA channel, age and social status play defining roles. Older individuals (over 65 years) are inclined to higher consumption, averaging over 15 liters per capita, whereas the younger crowd (under 35 years) tends to consume less, around 3 liters per capita. Interestingly, wine consumption also correlates with social classes and marital status, showing the highest per capita consumption among the wealthiest and the least affluent social classes, and variations based on whether individuals have children. Social factors are also intertwined with wine consumption. Survey results from 2022 reveal that wine is often associated with relaxation, indulgence, socializing, and is perceived as a reward or a means to enhance well-being. Over 40 percent of Spaniards prefer wine with meals, especially dinner, and nearly half consider it a beverage for special occasions, while a significant number of Spaniards indulge in wine as part of their routine or daily habits. In the distribution landscape, traditional retail channels dominate, with physical stores making nearly 98 percent of sales. Supermarkets are the favorite shopping destination,.
Prominent Figures in the Spanish Wine Landscape
Spain, renowned for its rich viticultural heritage, is home to a tapestry of distinguished wine producers that collectively shape the Spanish wine industry. Each player, with its unique philosophy and approach to winemaking, contributes to the diversity and dynamism of the Spanish wine market.
- J.García Carrión, S.A. Grupo stands as a testament to tradition and innovation, boasting a formidable presence and an extensive product range that caters to varied palates and preferences. As a beacon of Spanish winemaking, this group continues to leave its mark both domestically and internationally.
- Grupo Freixenet, synonymous with sparkling celebration, has carved out a niche with its revered Cava, embodying the effervescence of Catalonia's Penedès region. Their commitment to quality has earned them a spot among the leaders in the sparkling wine segment.
- Familia Torres, a name etched in history, excels in combining sustainable practices with age-old winemaking techniques. Their dedication to environmental stewardship and premium wine production demonstrates a balance between respecting the land and crafting exceptional wines.
- González Byass Group (Vinos) takes pride in its Andalusian roots, especially through its flagship Sherry wines. A family-run bodega with a global footprint, they have been ambassadors of Spanish wine culture through their meticulous and celebrated productions.
- Grupo Raventós Codorníu, steeped in history, is another venerable player known for their sparkling wines, especially the iconic Cava. Their wines reflect the terroir's nuances and the family's expertise in viticulture and enology.
- Pernod Ricard Winemakers Spain S.A. operates under a global umbrella but retains a focus on Spanish wine identity. Their portfolio showcases the richness of Spain's wine regions, delivering products that resonate both at home and on the world stage.
- Compañía Vinícola del Norte de España, S.A. underscores the significance of the Rioja region, crafting wines that resonate with the area's signature style. Their wines reflect a confluence of modernity and tradition, appealing to connoisseurs and novices alike.
- Grupo Barón de Ley, S.A. embellishes the market with its offerings from the esteemed Rioja Baja zone. They emphasize integrity and quality, ensuring that every bottle captures the essence of their terroir.
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Summary and extracts
1 Market overview
1.1 Definition and presentation
Wine is an alcoholic beverage obtained from the fermentation of grapes, with an alcohol content not exceeding 8.5% by volume. There are several types of wine, traditionally distinguished by color, texture and grape variety.
Worldwide, the wine market is growing and now exceeds $40 billion. The market is being driven both by greater worldwide consumption, due to market development in emerging countries, and byin developed countries, where wine is increasingly consumed on special occasions rather than as an everyday beverage.
In Spain, wine plays a key role in local culture. It is widely consumed, and its dynamism is strong on both the local and export markets. Spain is the second-largest wine exporter, behind Italy, and exports nearly 60% of its production abroad.
1.2 The World Market
Between **** and ****, the size of the global wine market grew steadily, from ***.** billion in **** to ***.** billion in **** . The compound annual growth rate(***) over this period is *. **%. In terms of evolution, we note that the market's most significant growth took place between **** and ****, with a *.**% increase in its value; growth slowed, moreover, from the following year with a *.**% decrease in value in ****, due in particular to the covid ** pandemic.
For the period **** to ****, global wine market sales are estimated at ***.** billion in ****, ***.*** billion in **** and ***.** billion in ****. The CAGR between **** and **** is estimated at *.**%.
Evolution of global wine market size World, ****-****, billions of dollars. Source: ****
In terms of production, by **** Italy will be in first place with **.* million hectolitres, followed by France with **.* million hectolitres and Spain with **.* million hectolitres. The United States of America ranks fourth with **.* million hectolitres, while Australia produces **.* million hectolitres. Chile and Argentina rank sixth and seventh respectively, with **.* and **.* million hectolitres. South Africa, Germany and Portugal complete the top **, with production volumes of **.*, * and *.* million hectolitres respectively.
Top ** wine producers in **** World, ****, million hectolitres Source: ****
1.3 The domestic market
In ****, the Spanish wine market could be estimated at *,*** billion euros. Spanish wine exports accounted for *,***.* billion euros of this sales figure in the same year.
Spanish wine market sales Spain, ****, billions of euros Source: ****
Spanish wine production, for its part, has seen varying trends in recent years. For example, while production rose by **.**% between **** and ****, it fell the following year by **.**%. In ****, after a **.**% decrease in production compared to ****, total production reached **.* million hectolitres.
Spanish wine production Spain, ****, million hectolitres Source: ****
Finally, while the Spanish market consumes **% of the wine produced in Spain, this production is nonetheless structurally oriented outwards , with **% of the wine, vinegar and grape juice sector's production destined for foreign trade.
Segmentation of the Spanish wine, vinegar and grape juice market Spain, ****, % of total Source: ****
1.4 Imports and exports
Over the past five years, Spanish wine imports and exports have fluctuated. Between **** and ****, exports fell from *,*** million euros to *,*** million euros, a decrease of *.*%. Imports also varied, rising from *** million euros in **** to *** million euros in ****, recording an increase of **.*%. The trade balance, meanwhile, necessarily experienced an overall decrease over the period, of **.*%, from *,*** million euros in **** to *,*** million euros in ****.
Spain's foreign trade in wine (Code **** UncomeTrqde* Spain and the World, ****-****, $ million
Spanish wine imports come mainly from various countries. The French Republic is the main supplier with **.**% of imports, followed by the Italian Republic at **.**% and the Portuguese Republic at *.**%. Other countries also contribute to imports, notably the Federal Republic of Germany at *.**%, the Commonwealth of Australia at *.**% and the Argentine Republic at *.**%. The rest of the world accounts for **.**% of Spanish wine imports.
Origins of Spanish wine imports Spain and the world, ****, $ million Source: ****
Spanish wine exports are divided between several countries around the world. The Federal Republic of Germany is the leading importer with **.**% of exports, followed by the United States of America with **.**% and the United Kingdom of Great Britain and Northern Ireland with *.**%. The French Republic also imports a significant share, at *.**%, while ...
2 Demand analysis
2.1 Typology of demand
Between **** and ****, the HORECA (***) and Food sectors saw varying trends in wine consumption. HORECA consumption averaged around *.** million hectolitres between **** and ****, while food consumption stood at *.** million hectolitres. Wine consumption is therefore favored in the hotel and catering sector. There was an anomaly in ****, due in particular to the health restrictions in force in Spain during the year to combat covid**. Excluding ****, wine consumption in the HORECA sector is on average *.*** million hectolitres higher than in the food sector.
Wine consumption by channel Spain, ****-****, million hectolitres Source: ****
Within the food sector, wine consumption in **** represented *.**% of total beverage purchases in Spain by volume. Wine is thus the *th most consumed beverage by volume, after bottled water (***).
Repartición del consumo de bebidas en volumen en España España, ****, % Fuente : Informe socioeconómico del sector de la cerveza en España **** por Cerveceros de España.
However, in terms of value, wine accounts for **% of the value generated by the beverage market. It is the third most profitable product after soft drinks (***).
Repartición del consumo de bebidas en valor en España España, ****, % Fuente : Informe de Consumo Alimentario en España por el Ministerio de Agricultura, Pesca y ...
2.2 Wine consumption by quality and color criteria
Within the wine market, wine will account for **.*% of sales by value in ****. Wine derivatives are estimated to account for **.*% of the market.
Wine and wine derivatives by value Spain, ****, % sales Source: ****
Within the wine market, D.O.P. wines account for **.*% of market share by value. I.G.P. wines represent **.*% of market value, while non-labelled wines account for *.*%
Breakdown of wine consumption by value and quality Spain, ****, % of tqt
In terms of volume, non-labelled wines account for **.*% of sales. D.O.P. wines account for more than half of market volumes, with **.*%.
Breakdown of wine consumption by volume and quality. Spain, ****, % of tqt
In addition, the graph below shows value shares according to wine color, non-labeling and non-sparkling character. Among still wines, **% are reds, **.*% whites and *.*% rosés. Non-labelled wines are distributed differently, with **% reds, **.*% whites and *.*% rosés.
Breakdown of wine consumption by type by value Spain, ****, % of tqt
Finally, the graph below also sheds light on the segmentation of D.O.P. wines. **.*% are still wines, **.*% sparkling wines (***), *.*% liqueur wines and *.*% aguja wines.
Segmentation of D.O.P. wines Spain, ****, % of tqt
2.3 Wine consumers outside HORECA
Wine consumers outside the HORECA channel are characterized by their age. The older the population, the more likely they are to drink wine. The over-**s are the biggest wine drinkers, with an average per capita consumption of **.* liters in ****. The under-**s, on the other hand, consume less wine, with a per capita consumption of * liters.
Wine consumption by age group Spain, ****, % of tqt
By social class, the most affluent and least affluent are the biggest wine drinkers in Spain. Those in the "lower" social classes consumed *.* liters per capita in ****, while the more affluent consumed *.* liters.
Wine consumption by social class Spain, ****, % of tqt
It also appears that the criterion of having children leads to a change in wine-drinking behavior. Having children leads to a drop in consumption, while being single, and especially retirement, leads to a rise in consumption.
Wine consumption by marital status Spain, ****, liters per head tqt
2.4 Wine consumption as a social act
In ****, Spain's wine trade association carried out a survey to create a map of the main motivations for wine consumption in Spain. The aim was to answer the following question: What are we looking for when we drink beverages such as wine, beer or Vermut in good times, alone or accompanied? The results of the survey identified the following reasons:
Savour indulgence | gourmandise: corresponds to a moment of relaxation and release from certain social pressures with the aim of unwinding. Socializing: Wine and alcoholic beverages encourage and provoke social interaction, enabling people to satisfy their inherent need for sociability. To (***)connect: Through a space outside the home, with close friends or family. Wine is enjoyed through these discussions. Daily reward: A moment of relaxation where a glass of wine is perceived as a reward, for example after a day's work. Well-being: Through an act of consumption that responds to the present moment and the needs of the moment. Hedonism: Corresponds to an intimate moment with oneself to relax. Mastery: Corresponds to a desire to put oneself forward in front of others, or quite simply to a pleasure derived from knowledge of the wine domain. This value corresponds, for example, to quality ...
3 Market structure
3.1 Wine value chain
3.2 Wine production
Wine production in Spain is mainly concentrated in Castilla la Mancha. With ***,*** hectares, the autonomous community accounts for **.**% of the kingdom's vineyards. The other main wine-producing regions in Spain are Catilia and León, with *.**% of land, Extremadura (***).
Wine production is therefore determined by these hectares. Castilla la Mancha accounts for **.**% of the country's production, followed by Galicia (***).
Wine production in Spain Spain, ****, % *Production in Cantabria and the Principality of Asturias is very low compared to other autonomous communities, representing *.*% of total production. source: Importancia económica y social del sector vitivinícola en España
Finally, the graph below shows that between **** and ****, the number of wineries in Spain underwent a notable evolution. In ****, there were **** companies, a figure that rose to **** in ****, representing growth of *.**%. The number of companies continued to grow until **** with **** companies, and then until **** with **** companies. In ****, however, there was a slight drop to **** companies. The trend was reversed in ****, with a significant increase to **** businesses, representing growth of **%. In ****, the number of companies fell back to ****, then rose again in **** to **** companies. Between **** and ****, the number of companies rose from **** to ****, before reaching **** in ****. Thus, over a decade, the number of wine companies in ...
3.3 Distribution
As far as distribution is concerned, traditional retailing predominates: **.*% of wine sales are made through physical outlets. In ****, supermarkets were the preferred distribution channel for consumers, accounting for **.*% of sales. Traditional stores, represented in particular by wine merchants, accounted for **.*% of sales.
Wine distribution channels outside HORECA Spain, **** tqt
The average price per liter is estimated at *.** euros for Spain as a whole. However, there are significant disparities between distribution channels. The cheapest price is offered by traditional stores, with an average of *.** euros per liter. The highest price, on the other hand, is * euros per liter in e-commerce. Supermarkets accounted for **.*% of sales, with prices below the national average of *.** euros per liter.
Average retail prices Spain, ****, euros/liter tqt
4 Offer analysis
4.1 Wine typology
The table opposite shows the various criteria, such as color, origin and age, that can be used to differentiate a wine.
The map below also shows the different Spanish wine-growing regions:
Source: ****
4.2 Price trends
the INE consumer price index classification gives us an idea of the inflation experienced by alcoholic beverages and tobacco - including wine. The data show * trends in this product group. Firstly, between January **** and October ****, the former are fairly stable, with an index increase of *.*** points over these * years. From **** onwards, inflation accelerates, with an increase of *.*** points between October **** and October ****. From **** onwards, however, inflation is much more marked, with an increase of *.*** in the index point between October **** and March ****.
Consumer price index for alcoholic beverages and tobacco Spain, ****-****, indices source : INE
5 Regulations
5.1 Regulations
In Spain, there are two types of label to guarantee the quality and origin of a wine. They are defined by the law"Ley **/****, de ** de julio, de la Viña y del Vino."
The Protected Geographical Indication (***) is a certification system used in Spain to guarantee that agricultural or food products have been produced, processed and elaborated in a specific geographical region. PGI-certified products must meet certain production and quality standards, but are not subject to rules as strict as those imposed by the DOP. PGIs therefore offer producers greater freedom to choose their grape varieties, winemaking techniques and aging methods. PGIs for wine in Spain include regions such as Vino de la Tierra de Castilla, Vino de la Tierra de Extremadura and Vino de la Tierra de Mallorca.
The DOP (***) is a Spanish quality label that guarantees the origin and quality of an agricultural or food product. Wines bearing the DOP label must be produced, processed and elaborated in a specific geographical area, meet strict quality standards and undergo a rigorous certification process. Production rules imposed by the DOP include restrictions on grape varieties used, production yields and aging methods. The most famous Spanish DOP wines are Rioja, Ribera ...
6 Positioning the players
6.1 Player segmentation
- Reserva de la Tierra SA
- Grupo barón de ley SA
- Compañia vinícola del norte de España S.A.
- Pernord Ricard Winemakers Spain SA
- Grupo reventós Cordonius
- Grupo Gonzáles byass (vinos)
- Grupo Familia Torres
- Grupo freenet
- J.García Carrón, SA grupo.
- Freixenet
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