Barcelona Wine Week to Attract Over 800 International Buyers as Spanish Wine Eyes Global Expansion

From February 2 to 4, 2026, Fira de Barcelona will once again host Barcelona Wine Week, an event that has become a key meeting point for the Spanish wine industry and international buyers. The fair aims to showcase the diversity, quality, and export potential of Spanish wines. Javier Pagés, president of Barcelona Wine Week, says the event is now an essential tool for Spanish wineries seeking to access new and promising international markets.

Pagés explains that with traditional wine consumption stagnating in many regions, the sector is focusing on strategies to reach new markets. He points out that today’s consumers are looking for more than just a beverage—they want quality, authenticity, health benefits, and sustainability. Consumers are interested in the origin and story behind each wine and value products that offer a unique experience. To meet these demands, Spanish producers are diversifying their offerings by promoting growing categories such as white, rosé, and sparkling wines. They are also adopting modern communication strategies across both traditional and digital channels.

The event also addresses the challenge of connecting with younger consumers, who often choose other beverages over wine. Pagés notes that many trends shaping the industry come from this demographic: they prefer lighter wines, care about health and sustainability, and use digital platforms to learn about and purchase products. Barcelona Wine Week serves as a showcase for this transformation by presenting new formats, sharing success stories, and encouraging fresh ideas to engage younger generations. Pagés emphasizes that reaching these consumers is not optional but necessary for the future of the sector.

Barcelona Wine Week is positioned as a springboard for new business opportunities. The event brings together Spanish wineries and international buyers in a professional environment designed to inspire collaboration and generate real business deals. It provides a platform for innovation, networking with distributors, strengthening relationships, and sharing a common vision for the future of Spanish wine. The next edition expects to welcome more than 800 buyers from key markets around the world.

Interest in Spanish wine continues to grow internationally. According to Pagés, Spanish wine has moved beyond being an alternative choice; it is now considered essential by serious importers. Buyers from all over the world attend Barcelona Wine Week because they know they will find a diverse and high-quality selection. The timing of the event in early February is ideal for planning annual purchases and closing strategic agreements.

The sector faces challenges such as U.S. tariffs on Spanish wine exports. Pagés says the industry has responded by raising concerns at institutional and political levels while highlighting the economic, social, and cultural importance of wine production in Spain. He stresses that Spanish wine not only creates jobs but also serves as an ambassador of Spanish culture worldwide. The United States remains a strategic market for premium wines, so maintaining market share there is crucial. In addition to diplomatic efforts, the sector is working to diversify its export markets as a way to build resilience against trade barriers.

Spanish wine is already present on all five continents, but there is still room for growth. Barcelona Wine Week actively works to attract buyers from major global markets including Europe, Asia, North America, Latin America, and travel retail channels. Bringing this global network together in one place gives wineries a unique opportunity to explore new commercial destinations.

Despite its strengths in diversity and quality, Pagés acknowledges that Spain still needs to improve its positioning on the world stage. He points out that countries like France and Italy have succeeded in building strong collective brands through unified action and institutional support—areas where Spain can improve. He believes collaboration and a shared vision are essential for further progress.

This year’s edition of Barcelona Wine Week will focus on historical legacy and family heritage in winemaking. Pagés highlights the importance of the human factor in wine production: while wine comes from the land, it is shaped by people who give it identity and authenticity. He notes that long-term vision among family-owned wineries provides stability and transmits values that help build strong brands over time.

Barcelona Wine Week continues to position itself as more than just a trade fair—it is seen as a strategic tool for projecting a solid image of Spanish wine internationally and supporting its continued growth in global markets.