White Wines Overtake Reds in Fine Wine Trade

A shift in the fine wine market is reshaping what buyers want and how they trade, with white and sparkling wines gaining ground while red wine activity has weakened, according to new data from Liv-ex, the London-based exchange for fine wine and market information.

Liv-ex said the value of white wine traded on its platform has risen 650% since 2010, while sparkling wine trade has increased 1,100% over the same period. Red wine, long the center of the secondary market, has moved in the opposite direction. In 2025, the total value of red wine traded on Liv-ex was 15.0% lower than in 2010.

The figures point to a broader change in buying behavior rather than a short-term swing in taste. White wines have shown more resilience during recent periods of market uncertainty, while sparkling wines surged during the Covid-era bull market before falling back sharply. Liv-ex said white wines did not experience the same dramatic peak and have held demand more steadily through the downturn.

Burgundy has emerged as the leading white wine region on Liv-ex, overtaking Bordeaux by value. Since 2011, the value of Bordeaux white wine traded on the platform has fallen 17.6%. Liv-ex said Burgundy’s rise has been driven by two forces: stronger trading in lower-priced white Burgundy and continued price stability at the top end of the market.

Sophia Gilmour, a market analyst at Liv-ex, said the move toward white wines may reflect changing buying habits as much as drinking habits. She said many fine wine buyers now purchase bottles with the intention of drinking them sooner, rather than aging them for years. White Burgundies fit that pattern, she said. She added that while there are more high-quality white Bordeaux wines available, many are expensive and do not carry the same brand recognition as similarly priced Burgundies.

Gilmour also said Champagne’s role in the market is different but follows a similar logic because it is usually bought to be opened rather than stored. That has helped support demand during a period when merchants have been less willing or able to hold inventory.

Liv-ex said its data shows buyers are spreading capital across more categories and regions as they respond to a more selective market. The exchange said access to timely data has become more important as traders look for areas where demand and value remain stable over time.