European wine industry urges swift approval of EU-MERCOSUR trade deal amid declining consumption

On June 26, 2025, in Brussels, the European Committee of Wine Companies (CEEV) made a public appeal to the European Commission to adopt the legal text of the EU-MERCOSUR trade agreement and begin the ratification process as soon as possible. The CEEV, which represents the interests of European wine producers, emphasized that the global wine sector is currently facing significant challenges, including a long-term decline in wine consumption, especially in traditional markets across Europe.

Marzia Varvaglione, President of CEEV, stated that the agreement with MERCOSUR—an economic bloc that includes Brazil, Argentina, Paraguay, and Uruguay—offers a crucial opportunity for European wine companies. She explained that diversifying export destinations is essential for the long-term sustainability of the industry. According to Varvaglione, unlocking new trade opportunities and attracting new consumers, particularly in Brazil, is necessary for the sector’s future growth. She urged the European Commission to move forward with adopting the legal text of the agreement.

The CEEV and its members have expressed strong support for the deal. They believe it will significantly improve access to MERCOSUR markets by reducing tariffs on European wines, simplifying import procedures, and protecting European Geographical Indications (GIs). These GIs are important for maintaining the reputation and authenticity of wines from specific regions in Europe. The organization argues that these benefits come without any real risks to EU wine producers. Concerns that wines from MERCOSUR countries could flood the European market are described by CEEV as unfounded and unrealistic.

Ignacio Sánchez Recarte, Secretary General of CEEV, highlighted that Brazil currently imposes a 27% duty on imported wines from Europe. He said this tariff is a major obstacle to competitiveness and growth for European wine companies. Under the new agreement, this duty would be eliminated. Sánchez Recarte also pointed out that the agreement goes beyond market access. He described it as a geostrategic opportunity to build a stable partnership between Europe and MERCOSUR countries based on shared principles such as protected GIs and harmonized winemaking practices.

The CEEV has committed to continue advocating for the ratification of this trade deal. The organization believes that failing to adopt and ratify the agreement would mean missing an important opportunity for both economic growth and international cooperation in the wine sector. The call from CEEV comes at a time when many in the industry are looking for ways to adapt to changing global consumption patterns and increased competition.

The next steps depend on action from the European Commission. If adopted by the Commission, the legal text will then need approval from both the Council of the European Union and the European Parliament before it can take effect. The outcome will have significant implications for wine producers across Europe who are seeking new markets and greater stability in an evolving global landscape.