Wine industry shifts toward premiumization and new leadership in Jerez

The global wine sector is facing structural contraction due to economic pressures and a trend toward moderation in alcohol consumption. According to research from IWSR, the industry is seeing a shift in consumer behavior, particularly among younger drinkers (LDA+), who are prioritizing quality and experimentation over volume.

Despite declining consumption levels, the 'premiumization' trend remains resilient, with high-end segments performing better than lower-priced options. Growth opportunities are emerging in sparkling wines, sustainable offerings, and the no/low-alcohol segment.

In Spain, Ana Rosa García Márquez has been appointed Director General of the Consejo Regulador del Vino de Jerez. Facing a decline in volume—particularly in fortified wines—García Márquez aims to focus on vineyard profitability, market diversification, and capturing new consumers. She noted that while sales volumes are decreasing, the value of sales is trending upward, stating, ‘We are selling less, but better; we are drinking less, but drinking better.’