Natural wine segment grows in Spain despite market cooling

While the broader Spanish wine market faces a downturn, the natural wine segment is experiencing significant growth, particularly through online sales channels. According to data from the Organización Interprofesional del Vino en España (OIVE), wine exports fell by 7% in value and 15% in volume during the first quarter of 2026.

In contrast, the e-commerce platform Decántalo reports a surge in interest for natural wines. Comparing the first half of 2021 to the same period in 2026, the company saw a 70% increase in its natural wine customer base, a 57.7% rise in orders, and a 38.5% increase in revenue. This growth outpaces the rest of the platform's catalog.

Industry experts attribute this trend to a growing consumer preference for sustainability, authenticity, and ‘mindful drinking,’ driven largely by Millennial and Generation X consumers. Nacho Martínez, head of catalog and purchasing at Decántalo, noted that this movement mirrors the rise of craft beer, as consumers seek alternatives to industrialized, standardized products.