European wine gains overseas on the strength of the EU’s food reputation.

European wine is gaining ground abroad not only on its own merits, but because it is riding on the broader reputation of the European Union’s food and drink sector, according to a new European Commission report that points to quality, safety and authenticity as the main reasons consumers in non-EU markets keep buying European products.

The findings come from the 2026 Flash Eurobarometer survey, part of a report on EU agricultural, food and beverage products in third countries. The study surveyed 11,119 urban consumers ages 20 to 55 in 11 markets outside the bloc: China, India, Indonesia, Japan, Mexico, Saudi Arabia, South Korea, Thailand, the United Arab Emirates, the United Kingdom and the United States.

Across those countries, 40% of respondents said they consume EU food and beverage products at least once a week, showing what the Commission described as a solid and growing reputation for European goods. The strongest weekly consumption levels were found in the United Arab Emirates at 58%, followed by the United Kingdom at 50% and Saudi Arabia at 45%. Mexico and Japan were at the lower end, with 27% and 28%, suggesting more room for expansion.

The survey found that country of origin remains central to buying decisions. Some 57% of respondents said they often or always check where food comes from, and 86% said they do so at least from time to time. That attention was stronger in households with children, where 64% said they often or always verify origin, compared with 47% among those without children.

Quality was the main driver of purchases, cited by 76% of respondents. Taste followed at 56%, then price at 45% and food safety at 41%. Environmental sustainability and animal welfare were much less important in this survey, at 8% and 5%. That ranking helps explain why European products continue to perform well: 83% of respondents said they see EU food and drink products as high quality, 82% described them as tasty and 81% as safe. The strongest positive perceptions were recorded in China, Thailand and Indonesia.

Awareness of EU quality labels is also rising, though the survey suggests there is still confusion about what those marks mean. The EU organic logo was recognized by 33% of respondents, protected geographical indication by 27%, the “Enjoy, It’s From Europe” campaign by 26%, and protected designation of origin by 24%. At the same time, about one-third of consumers said they had seen such labels without fully understanding them.

The report also points to room for growth among both existing buyers and people who do not yet buy EU products. Among current consumers of European goods, 54% said they would consume more if the quality improved further, 41% if the taste improved and 40% if prices were lower. Among non-consumers, 60% said they would be interested in trying EU products. The report identified India, Indonesia and the United Arab Emirates as the most promising markets in that group, with figures of 26%, 25% and 22%.

Within that wider picture, wine was evaluated together with beer and spirits under a single “wine, beer and spirits” category. It was the least frequently consumed food-and-drink category covered by the survey. Only 7% of respondents said they consume wine, beer or spirits every day, and 25% said they do so several times a week. Among consumers of EU products specifically, 6% said they drink European wine, beer or spirits daily and 19% said they consume them several times a week.

Even so, the report suggests that European alcoholic beverages, including wine, benefit directly from the strong image attached to EU agriculture and food production. Among consumers of EU products, the most attractive markets for European alcoholic drinks were the United Arab Emirates, where 39% reported drinking them at least several times a week, followed by Thailand and the United States at 23%, the United Kingdom and India at 21%, South Korea at 19%, Indonesia and China at 18%, and Mexico at 17%. Japan stood out as the most difficult market, with just 8%.

The Commission noted an important caveat for Saudi Arabia and the United Arab Emirates. Because of local regulations, no specific survey data were collected there on wine and alcohol consumption, and the figures cited in the report come from the summary table included in the document. Even with that limitation, the study argues that the best growth prospects for European wine are tied to markets where the wider EU food sector already enjoys a strong reputation, especially the United Arab Emirates, the United Kingdom, Saudi Arabia, India and Indonesia.

Japan appears to be the most challenging destination not only for European alcoholic beverages but for EU products more broadly. Its lower weekly consumption rates for European food and drink, combined with the weakest result in the wine, beer and spirits category, suggest a market where awareness and demand are harder to build.

The Commission also linked export growth to its trade promotion efforts, including food-and-drink business missions organized in foreign markets. A mission to Japan led by EU Agriculture Commissioner Christopher Hansen in June 2025 has already produced measurable results, according to the report. One year later, more than 1 in 5 participating business delegates said they had concluded commercial agreements connected to the trip.

A similar effort in Thailand in May 2026 also showed early results. Nearly 90% of respondents who took part said they had made new business contacts, and 7% said they had already closed deals. The Commission plans to continue that approach with new missions to Mexico in November 2026 and to India in the fall of 2027, as it seeks to deepen the presence of European food, wine and beverage producers in markets it sees as strategically important.