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"The wine industry is hardly economically relevant compared to industrial exports and overestimates its importance" and "Subsidies distort markets and benefit only a few players." These are two of the key statements from the white paper "Beyond the US Market" in the now published ProWein Business Report 2026. For this, Prof. Simone Loose analyzed several hundred statements from wine producers regarding the current situation of exports to the USA.
The respondents demand more realism and adaptation to the changing markets instead of state interventions. The wine industry overestimates its importance compared to other sectors, writes Loose. The players should accept their "limited political influence" and adapt to the needs of consumers instead of demanding subsidies. They would "distort the situation and benefit only a few players.".
The problems in the US market are not only due to the unpredictable tariff policy but also to a structural weakness in demand. A normalization of demand is necessary for recovery, but not necessarily trade policy measures.
As a substitute for the significantly declining US export, adjustments within Europe should take place instead of a complete global shift. The most interesting new sales markets are Eastern Europe, Scandinavia, and the Benelux countries. In exports, Asia is mentioned as a promising region, especially China, Japan, South Korea, and Southeast Asia. On the American continent, Canada and Brazil could potentially replace some of the previous US exports in the future. However, Latin American countries are assessed in the analysis as niche markets, just like Africa and Oceania. Exports should be strategically diversified to spread risks instead of trying to replace the US market with just one single region.
(al; Image: Gemini AI)
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