Market insights – Europe

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Europe comprises the 28 countries of the European Union (EU) – including the UK, plus another fourteen countries that are not members of the EU. The EU is the world’s largest trading bloc and the world’s largest economy.

Europe – the world’s largest economy

Europe comprises the 28 countries of the European Union (EU) – including the UK, plus another fourteen countries that are not members of the EU. The EU is the world’s largest trading bloc and the world’s largest economy.  As a region, it is Australia’s largest wine market by volume, accounting for 41 per cent of all Australian wine exports in 2017, compared with North America (29 per cent) and North East Asia (22 per cent). On the other hand, by value its share is 22 per cent, with North East Asia having the largest share (41 per cent).

Not including the UK, the largest European wine market for Australia is Germany, followed by the Netherlands, Denmark and Sweden. Outside of the EU, Australia exports to 5 European countries, most notably Switzerland, Norway and Russia.

European wine countries generally have the highest per capita wine consumption in the world, with Portugal top, followed by Italy, France and Slovenia.  

Germany is the largest importer of wine in the world (by volume), while France and Italy have the highest global wine consumption apart from the USA and China, but are also the world’s largest wine producers along with Spain, and therefore have smaller markets for imported wines.  

Image source: Adobe Stock

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Wine import market reports

Latest update: 20 Nov 2018

Summarises wine imports for various markets by three categories - bulk wine, bottled wine and sparkling wine. The report assists Australian wine exporters understand trends in global wine trade.

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Australian wine export market summaries

Latest update: 09 Nov 2018

Australian wine export markets profiles including summary statistics on volume and value of total wine exports, and recent growth trends benchmarked against Australia's total wine exports.

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Sweden off-premise market sales trend report

Latest update: 06 Aug 2018

This report summarises the Sweden wine market by wine style, colour, brand, country of origin and price point.

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Italian Wine Sector Snapshot

Latest update: 23 Feb 2017

The Italian wine sector is the world’s largest wine producer and its second largest exporter by volume behind Spain. This paper gives an overview of wine production, consumption, imports and exports for the Italian wine sector and how these compare with Australia.

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Poland market insights report

Latest update: 02 Sep 2016

Australian exporters looking to Europe and the Poland wine market can get valuable information from the Poland Market Insights Report.

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Further reading

Australian export market snapshots
Export Market Snapshots are one-page profiles of the export markets for Australian wine and provide at-a-glance summary statistics.
Latest news
Get the latest Australian wine news from Wine Australia - articles, media releases and market bulletins.
Marketing programs
Wine Australia’s role is to promote the sale and consumption of Australian wine internationally and domestically.