2025 reviewed; 2026 opportunities set out

This month’s Global Market Report reviews the bulk wine and grape markets of 2025 and sets out, country by country, the opportunities – and the potential pitfalls – that 2026 brings. Will this be the year that wine consumption in Europe and North America finally stabilises, so the wine industry can turn its attention from rationalisation to growth? We asked the same question a year ago of 2025 and, ultimately, the answer was a firm ‘no’.

The “vibecession” that characterised 2024 – a disconnect between reasonably stable economic indicators and consumer perceptions of the economy – continued into 2025, exacerbated by political volatility around the world. Earnings increases have continued to lag the 2021-23 inflation spike induced by the pandemic, and some more localised inflation since, shortening the shopping list of grocery items consumers consider necessities and extending the list of items they consider discretionary.

As the Global Market Report’s sister publication, the California Report, put it this month: “Much has been made of health messaging, but wine’s uncompetitiveness on a price-per-unit basis versus a proliferating array of alternative alcohol products is likely a significant handicap among younger consumers and the 2020s consumer in general, whose spending power remains reduced versus pre-pandemic. In those countries in which wine tends to be priced as an everyday item and not a discretionary purchase – Spain and South Africa, for example – consumption has been stabler.”

Buyers seeking to fulfil the retail market’s need for wines and innovative wine products that offer the cost-conscious shopper a convincing price-quality ratio will find plenty of eye-catching opportunities listed in the following report. Suppliers, too, will learn where they can best funnel their wines.

In general, in a number of markets, competitively-priced generic wines feel closest to some semblance of supply-demand balance. This has potentially been caused by an accumulation of shorter harvests over the past three years, at a time when increased price-sensitivity among bulk-wine buyers has seen some focus more on availability at the lower end of the price hierarchy. It will be interesting to see whether the 2026 harvests in the Southern Hemisphere – now imminent – preserve or disrupt this tentative sign of balance on entry-level wines that currently exists in some markets.

With its global reach and local connections, Ciatti is uniquely positioned to facilitate the just-in-time operating model that has become increasingly common in recent years and is set to continue doing so in 2026. The whole team would like to wish all of its friends, clients and business associates a very happy and prosperous year ahead.

Paying and complimentary subscribers can read the full Ciatti Global Market Report for January Here. A brief review of currency exchanges in 2025 pertinent to the bulk-wine market can be read here. The Global Pricing Grid, with all the pricing tables, will arrive into your email inbox soon.

Ciatti at Wine Paris

Ciatti’s international broker team will be out in force at Wine Paris 2026, being held at Paris Expo Porte de Versailles on 9-11th February.

Last year’s edition saw exhibitor numbers surpass 5,000 (exceeding ProWein’s 4,200) and visitor numbers reach a record 53,000 (greater than ProWein’s 42,000). Some 45% of attendees hailed from outside of France. This year, Wine Paris says it will welcome over 6,000 exhibitors representing 60 countries and over 60,000 visitors from 155 markets.

To set up a meeting with Ciatti brokers ahead of time, head to our contacts page.