Jerez wine industry consumption and sales trends

The global wine industry is experiencing structural contraction and changing consumer behaviors, with younger drinkers prioritizing quality and experimentation over volume. This trend toward ‘premiumization’ has seen high-end segments remain resilient despite declining overall consumption.

In the Jerez region of Spain, the industry is navigating a decline in fortified wine volumes. Ana Rosa García Márquez, the newly appointed Director General of the Sherry and Manzanilla de Sanlúcar Regulatory Council, has focused on vineyard profitability and market diversification to address these shifts. She characterized the trend by stating, ‘We are selling less, but better; we are drinking less, but drinking better.’

Recent data confirms a decline in Sherry wine sales, with total volume reaching 22.3 million liters in the year ending August—a 6.4% decrease from the previous year. This was largely driven by a 10.7% drop in exports, with significant contractions in the Netherlands and Germany. However, higher average prices in premium segments are helping to compensate for lower volumes, and the Spanish domestic market has remained relatively stable with only a 1.4% decrease.