EU unveils reforms to boost wine sector

The European Commission has proposed a series of measures to support the EU wine sector, aiming to keep it competitive and resilient amid new challenges. The sector is currently facing issues such as changing consumer preferences, climate change, and market uncertainties. The Commission's proposal includes targeted actions to help manage production, adapt to consumer trends, and explore new market opportunities. These measures are also intended to sustain rural areas that rely on wine industry jobs and maintain the sector's social importance.

One of the key changes involves surplus prevention, allowing Member States to take actions like removing excess vines and unripe grapes to stabilize the market and protect producers financially. Producers will also gain more flexibility in replanting authorizations, enabling them to make better investment decisions in a changing environment. Member States can adjust planting authorizations to meet national and regional needs.

The proposal also emphasizes climate support, offering increased financial assistance for investments aimed at climate change mitigation and adaptation. Marketing rules will be clarified to facilitate the promotion of innovative products, including lower alcohol wines, across the single market. Wine labeling will be harmonized to reduce costs and simplify trade, while providing consumers with accessible information.

Wine tourism will receive a boost, with producer groups managing wines under geographical indications getting support to develop tourism initiatives, fostering economic growth in rural areas. Additionally, EU-funded promotional campaigns in third countries will be extended from three to five years to enhance the promotion of European wines.

The EU wine sector is a significant part of Europe's cultural and economic landscape, accounting for 60% of global wine production and exports. It plays a crucial role in rural economies and is deeply connected to European traditions, gastronomy, and tourism. Despite the success of EU wine policies in protecting and promoting wines, demographic changes, shifting consumption patterns, climate challenges, and market uncertainties are putting pressure on the sector.

To address these issues, the High-Level Group on Wine Policy was formed to discuss the sector's needs and propose solutions with input from the sector and Member States. At a European Parliament Committee meeting on Agriculture and Rural Development in February 2025, Commissioner Christophe Hansen announced the proposal, which aims to implement the group's recommendations through legislative action. The proposal represents a commitment to ensuring the future of a competitive wine sector across the EU.

Commissioner Hansen emphasized the EU's leadership in wine production and exports, highlighting the cultural and economic significance of vineyards. He expressed confidence that the proposed measures will stabilize the market and help producers seize new opportunities while meeting evolving consumer expectations. Hansen urged Member States and the European Parliament to quickly adopt and implement these measures to support the sector.