Wine crisis 2026: 10 questions answered
The 2024-2026 wine crisis affects wine producers globally. Here are the 10 most common questions and actionable answers based on our work with wineries facing these market conditions.
Causes and impacts
Question 1 causes: declining per-capita consumption, generational renewal, international competition, climate change. Question 2 sales impact: 15 to 30 percent decline depending on region and positioning. Question 3 vine pull programmes: 10,000+ hectares assisted in France 2024-2025 with possible extensions. Question 4 most affected regions: Bordeaux, Languedoc-Roussillon, Southwest France particularly affected.
Commercial levers and outlook
Question 5 diversify channels: prioritise prospecting new buyers over price cuts. Question 6 export more: focus on growth markets (USA premium, Asia). Question 7 premiumisation: position premium cuvees on high-end segments. Question 8 D2C: build direct customer base with preserved margins. Question 9 production diversification: resistant varieties, low-alcohol wines. Question 10 outlook: growth return expected 2027-2028 per most analysts.
Frequently asked questions
Is the wine crisis temporary?
Structural in some aspects, adjustable in others (supply reduction, premiumisation).
Should I lower prices?
Discouraged long-term. Premiumisation and new channel prospection are more sustainable.
What is most urgent for wineries in crisis?
Diversify sales channels and prospect new buyers. Withdrawal deepens the crisis.
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