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In 2024, Spain’s Rioja wine region experienced a mixed performance in its export markets. While global shipments increased by 4.42%, driven by strong demand in the United Kingdom and the United States, the region faced a significant setback in China, its largest Asian market. Exports to China dropped sharply by 30%, falling to just 1.05 million liters. This decline highlights the challenges Rioja continues to face in gaining traction among Chinese consumers.

China remains Rioja’s top Asian market, but its contribution to total exports is minimal, accounting for only 1.07% of the region’s international sales. This places China as the 15th-largest destination for Rioja wines globally. Industry experts point to low brand recognition and pricing as key factors behind the struggle. Dong Huaicheng, General Manager of Medoc1855 Trading Co., Ltd., a Chinese importer specializing in Spanish wines, noted that while Rioja is well-regarded within the wine trade, it lacks the consumer appeal needed to drive sales. “Rioja’s premium wines are often more expensive than comparable options from South Africa or Chile, and without strong brand awareness, it’s harder to compete in a fluctuating market,” Dong explained.

Globally, Rioja’s exports reached 98.83 million liters, shipped to 135 countries. The United Kingdom remained the largest market, with imports rising 12% to 32.36 million liters. The United States, the second-largest market by value, saw a 17% increase in shipments, reaching 10.41 million liters. In contrast, domestic sales in Spain declined slightly by 1.87%, totaling 141.22 million liters. Despite the drop, Rioja maintained a significant share of the Spanish wine market by value, accounting for 30.44% of total sales.

On the production side, Rioja has been addressing oversupply issues. In 2023, regional governments in La Rioja and the Basque Country subsidized the distillation of 30 million liters of excess wine to stabilize the market. By 2024, inventory levels had improved, with the stock-to-sales ratio declining to 3.38, closer to the region’s three-year average of 3.12. This indicates a more balanced supply chain and faster turnover.

Despite the global growth, the sharp decline in China underscores the need for Rioja to strengthen its presence in this critical market. Without greater consumer awareness and competitive pricing, Rioja may continue to face challenges in capturing the attention of Chinese wine drinkers, potentially limiting its long-term growth prospects in Asia.