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Spain’s Rioja wine exports grew 4.42% in 2024, buoyed by strong demand in the United Kingdom and United States, even as the global wine market continued to contract. However, sales in China—Rioja’s largest Asian market—fell sharply, dropping 30%, highlighting the region’s struggle to gain traction with Chinese consumers.

Global Growth Led by UK and US

According to the DOCa Rioja, sales of Rioja Qualified Designation of Origin wines increased 0.63% in 2024, with 328.46 million bottles sold, equivalent to 240.05 million liters.

In Spain’s domestic market, Rioja sales declined 1.87%, totaling 141.22 million liters. The region’s market share fell from 27.1% in 2023 to 26.8%, though in terms of value, Rioja still accounted for 30.44% of total wine sales.

Internationally, Rioja’s export performance outpaced the broader Spanish wine industry, which saw an 11.46% drop in total exports from January to November 2024. Rioja, in contrast, shipped 98.83 million liters of wine to 135 countries, marking a 4.42% increase.

The UK remained Rioja’s largest market, importing 32.36 million liters, a 12% rise from the previous year. The US, the second-largest market by value and third by volume, saw a 17% jump in shipments to 10.41 million liters.

The UK accounted for 32.75% of Rioja’s total exports, far surpassing Germany (11.83%), reinforcing Britain’s position as Rioja’s most important overseas market.

While the report detailed volume growth across markets, it did not disclose revenue figures or value-based growth.

By wine type, red wines posted a 5.32% increase in global markets. Among Rioja classifications, Crianza wines led with an 8.7% rise, while Gran Reserva wines saw a slight decline, reflecting shifting demand in the premium wine segment.

China Sales Slump 30%

Despite global growth, Rioja’s exports to China plummeted, falling to 1.05 million liters in 2024, a 30% drop year-over-year.

China remains Rioja’s top Asian market, yet it accounted for just 1.07% of the region’s total exports, ranking 15th among all destinations.

Dong Huaicheng, General Manager of Medoc1855 Trading Co., Ltd., a Chinese importer specializing in Spanish wines, said consumer awareness remains a hurdle.

“Rioja has a strong reputation within the wine trade, but it’s not a name that drives consumer purchases,” Dong said. “Its fine wines are more expensive than comparable offerings from South Africa and Chile, and with low brand recognition, Rioja is more vulnerable to market fluctuations.”

Inventory Pressure Eases, but Challenges Remain

While Rioja’s exports rebounded, managing surplus wine remains a challenge.

Similar to Bordeaux, Rioja has faced oversupply issues. In 2023, the regional governments of La Rioja and the Basque Country pledged to subsidize the distillation of 30 million liters of excess wine to stabilize the market. At the time, grape prices had plunged to unsustainable levels, ranging from €0.50 to €1.20 per kilogram, leaving many growers struggling to sell their harvests.

In 2024, the DOCa Rioja reported that inventory management had improved, with surplus levels declining to a stock-to-sales ratio of 3.38, nearing the region’s three-year average of 3.12 years. The shift suggests faster turnover and a more balanced supply chain.