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Fourteen Years that Have Changed Wine Trade

Fourteen Years that Have Changed Wine Trade

The WBWE will hold its 14th edition, becoming the crucial trade fair for the wine industry

The entire sector will be reunited in Amsterdam on the 21st and 22nd of November 2022


Sustainability, alternative packaging methods, private labels, new consumers…. The trends that currently determine the wine business did not exist in 2009.

Fourteen years ago, the international wine market was dominated by transactions of bottled wines; bulk wine was what was left over in wineries and needed to be sold as surfeit at a low price: A sharp turnabout in the wine trade.

Today, bulk wine is often the most valued wine, sought-after by buyers to create increasingly innovative and appealing private labels. Canned wines have won over a new generation of consumers (millennials), who are concerned by traceability and the ecological footprint left by the goods they buy, while wineries are looking for sustainable exporting options.

Bulk wine has become the new industry favorite since it provides environmentally friendly possibilities for exporting.

This transformation ensures greater transparency in international transactions; brokers have become allies, as well as experts in the needs of each market and its political fluctuations. The sector is now more open; something towards which social media has contributed by making the debate global. We cannot be disconnected of what is happening on the other side of the world; even more so when we want our wines to be bought there.

These last fourteen years of change within the sector coincide with the fourteen years during which the WBWE has been active.

The WBWE is a fair that was conceived to help wineries sell their wines internationally but has now become so much more: a key platform for developing an international bulk wine market.

Let’s talk figures!

During the last 14 years, the change taking place in the wine sector has been clear: bulk wine and bag-in-box wine international transactions have shifted from 34.1 million hectoliters in 2010 to 40.1 million hectoliters today.

Bulk wine currently represents between 36.5% and 38.5% of global wine trade.

But perhaps, and more interestingly, instead of talking about volume, we should comment on value: the industry turnover slightly exceeded 2,000 million euros in 2010, while 3,175 million euros have been registered in the year-on-year period up to March 2022, i.e.: an increase of 54%.

What now?

Sustainability, packaging at destination, the importance of considering other packaging options: bag-in-box, cans, wine on tap… These are no longer trends for the future; this is what’s happening right now. This is what is crucial for wineries’ business transactions —It is the current reality of the wine industry.

Bulk wine is central to a winery being able to maintain its quality standards in its more sought-after wines, yet it can also be a high-end wine for a private label.

Bulk wine is the name of the business. Understanding this is to understand the current market, knowing how to make the most of every opportunity and every wine.


Bulk wine is the wine business. Welcome to the 14th WBWE!!

Book your place




Published on 11/07/2022
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