Spanish wine cooperatives turn to new markets, tourism and alcohol-free products
With domestic consumption and exports falling, Spain’s cooperative wineries are pursuing new foreign markets, wine tourism and no- and low-alcohol products. The sector expects national wine and grape-must production of about 34 million hectolitres in the 2026/27 campaign.
A fourth small campaign
At an industry meeting in Cariñena, near Zaragoza, on November 4, Cooperativas Agro-alimentarias de España said lower consumption, changing preferences and more difficult international trading conditions were forcing member wineries to broaden their commercial strategies. Diversification, innovation and access to more sales channels are expected to guide their plans over the coming years.1
The organization estimates that Spain will produce approximately 34 million hectolitres of wine and grape must in the 2026/27 campaign. If confirmed, this would be the fourth consecutive campaign below 37 million hectolitres. Repeated heat waves brought the harvest forward and reduced vineyard yields, although grape quality was reported to be strong.1
Consumption and exports retreat
Spanish wine consumption fell by 8.3% in the 12 months to August 2026, according to figures presented at the meeting. Export volume declined by 9.4% during the previous campaign. The weakness of both markets is prompting producers in one of the world’s major wine-producing and exporting countries to reconsider what they sell and where they sell it.1
Fernando Ezquerro, president of the wine sector council at Cooperativas Agro-alimentarias de España, identified tourism as an opportunity. Spain receives nearly 100 million international visitors annually, yet the organization believes many do not recognize it as one of the leading wine-producing countries. Its proposed approach is to integrate wine more closely with the country’s tourism and food offer, encouraging visitors to discover local wines during their stay and keep purchasing them after returning home.1
Wine tourism and younger consumers
The meeting treated younger consumers as essential to wine’s long-term demand. Participants argued that producers should communicate wine’s place in Spanish culture, history and the rural economy, rather than presenting it solely as an agricultural product.1
Wine tourism was presented as a principal means of creating that connection. It could also help wine-producing areas generate business activity and employment while linking wine more firmly to regional identity.1
San Valero 0.0 and the moderation market
Product diversification was illustrated by San Valero 0.0, an alcohol-free wine project involving Destilerías San Valero and BevZero. Speakers said dealcoholized wine should extend the range of consumption occasions rather than replace conventional wine, serving younger adults and established wine drinkers who sometimes prefer little or no alcohol.1
Figures presented by the organizers showed spending on low-alcohol wine rising by 35.2% over the past year, while consumption volume increased by 27.4%. Cooperatives regard no- and low-alcohol products as a rare area of potential growth while many traditional wine categories are struggling. The wider moderation trend is also influencing investment and product development in beer, spirits and other drinks.1
Sweden, Switzerland and Brazil among target markets
Susana García, director of the Interprofessional Wine Organization of Spain (OIVE), said global wine consumption had fallen to its lowest level in six decades and international trade had weakened. Nevertheless, she identified Sweden, Switzerland and Brazil as markets with potential for Spanish producers. Brazil was considered particularly significant because of the possible commercial consequences of the European Union-Mercosur agreement.1
Participants also stressed the need to distinguish Spanish wines in an increasingly competitive international market. They examined Castell d’Or as an example: the cooperative project has responded to pressure in the cava segment by emphasizing international expansion, diversification and positioning at higher value levels.1
European policy and the cooperatives’ rural role
The agenda included the European Union’s Common Agricultural Policy for 2028-2034 and the possible effects of changes to its governance and financing. Alejandro Lorca, deputy director general for fruit, vegetables and wine at Spain’s Agriculture Ministry, discussed the transition and the importance of maintaining sector support instruments. For cooperatives, the outcome could affect investment, farm adaptation, the continuation of vineyard activity and winery competitiveness.1
Cooperativas Agro-alimentarias de España represents 398 cooperative wineries responsible for about 70% of Spanish wine production. Their importance extends across rural regions, where they sustain farm incomes, employment and local populations. The Cariñena discussions outlined a broad response to weaker demand and exports, combining new products and buyers with a closer relationship between wine, tourism and regional identity.1
Sources
Written by the Dionysus editors from the sources above.
