Copa-Cogeca to Tackle EU Wine's Global Challenges

On November 14, 2024, Copa-Cogeca will host its annual Harvest Event in Brussels, bringing together key stakeholders to address the pressing issues facing the European Union's wine industry. Against the backdrop of geopolitical shifts, climate variability, and evolving consumer preferences, this forum will offer a timely platform for discussions on strategies to bolster the sector's competitiveness.

The event will open with a press conference from 3:00 PM to 3:30 PM, where the latest data on the EU wine harvest will be presented. This session will provide an overview of the current landscape, exploring topics like international trade dynamics, consumer trends, and environmental concerns. These factors have significantly impacted the wine industry in recent years, placing increased pressure on producers to adapt in an ever-shifting marketplace.

The press conference will be followed by a major conference entitled "Competitiveness of the EU Wine Sector in Times of Crisis," starting at 4:00 PM. Luca Rigotti, chair of Copa-Cogeca's wine working group, will open the event, setting the stage for an in-depth analysis of the hurdles and opportunities for the European wine industry. Dr. Péter Benkő, spokesperson for the EU Special Committee on Agriculture, will then provide the keynote speech, offering a high-level perspective on the agricultural policies that are shaping the sector's future.

Two Panels to Explore the Path Forward

The conference will feature two expert panels, each tackling different dimensions of the EU wine sector's challenges.

The first panel, titled "Has EU Wine Lost Its Competitiveness?", will include Lavinia Stan, a market specialist from the European Commission, and Alfonso Gutiérrez Teira, a senior team leader from the Directorate-General for Agriculture and Rural Development (DG AGRI). This discussion will center on the reasons why EU wine may be losing its edge in the global marketplace. The rise of emerging wine-producing countries, along with increasing production costs and stricter environmental regulations, have contributed to a sense of stagnation in recent years. The panel will debate whether the current situation is a momentary slump or indicative of deeper structural issues within the EU's wine sector.

The second panel, "Strengthening Competitiveness: Voices from the Ground", will shift the focus to practical solutions. Samuel Brennetot, a market specialist for wines and spirits at Crédit Agricole, and Professor Angelo Zago from the University of Verona will lead this session. The panel will explore potential pathways to reinvigorate the sector, drawing from ongoing initiatives like the European "Agricompet" project, which aims to foster agricultural innovation and market expansion. From product diversification to embracing new production technologies, this panel will offer actionable strategies to build resilience and open new market opportunities.

Both panels will include interactive Q&A sessions, allowing attendees to engage directly with the speakers. These exchanges will be vital, as they provide the opportunity for a collaborative dialogue on how the industry can confront its most significant challenges.

Following the formal discussions, attendees will be invited to a reception at Atelier 29. The evening will allow for more informal exchanges among industry professionals, policymakers, and other stakeholders, while enjoying a selection of wines from across the European Union. This setting will encourage deeper conversations about the topics raised during the day, from the macroeconomic pressures facing the industry to the innovative trends shaping its future.

The 2024 Harvest Event comes at a critical time for the EU wine sector. The industry is confronting a perfect storm of external and internal pressures. Geopolitical changes, including trade disputes and the ongoing realignment of global economic powers, have disrupted traditional markets for European wine. Additionally, the sector faces significant environmental challenges, from rising temperatures to erratic weather patterns, which are reshaping the dynamics of vineyard management and wine production.

The climate crisis is particularly acute, with vineyards increasingly vulnerable to extreme weather events. Many European wine regions, from Bordeaux to Tuscany, have experienced unpredictable growing seasons, leading to fluctuating yields and quality. As a result, producers are exploring new grape varieties and viticultural techniques to mitigate the impact of these changes.

At the same time, shifts in consumer behavior are exerting pressure on traditional wine markets. Younger generations are less likely to consume wine regularly, and when they do, they often prioritize sustainability, organic production, and lower alcohol content. This generational shift presents both a challenge and an opportunity for European winemakers. While it requires adaptation, it also opens the door to innovation, with producers experimenting with new styles, packaging, and branding strategies to appeal to a more conscious consumer base.

The 2024 Harvest Event offers a unique opportunity to reflect on these diverse challenges and to forge a path forward for the EU wine sector. The discussions will aim to identify strategies that balance the need for sustainability with the realities of international competition and evolving consumer tastes. From fostering innovation in production methods to advocating for favorable trade policies, the event will explore the many facets of maintaining and enhancing the EU wine sector's global standing.

As one of the EU's most emblematic industries, wine not only holds economic importance but also represents a deep cultural heritage across the continent. The stakes are high for preserving both the economic vitality and cultural significance of European wine in the face of unprecedented global challenges. With experts from across the sector converging in Brussels, the event promises to deliver insights and solutions that could shape the future of EU wine for years to come.

The 2024 Harvest Event is poised to be a pivotal moment for the European wine industry, providing a forum to address the sector's most pressing challenges while fostering collaboration across the industry. With the right strategies, there is a clear path to ensuring the continued success and resilience of European wine in the global marketplace.