Spanish wine will protect itself from geopolitical volatility with a shift towards value and exports

During the closing of the 2026 General Assembly of the Federación Española del Vino (FEV), its president, Pedro Ferrer, has defined the sector strategy to address regulatory uncertainty and changes in global consumption, focused on innovation, improving brand image and attracting young audiences.

A strategic sector for the Spanish foreign trade

The president of the FEV He emphasized that wine is a fundamental asset for the national economy, consolidating itself as one of the pillars of the agri-food exportIts contribution to the trade surplus and its role as an emblem of the Country Brand Its gastronomic offerings make it a magnet for tourism and territorial development.

Pedro Ferrer He has argued that the future of the industry inevitably depends on grow in value rather than in volume"The role of the FEV "It's not just about reacting to difficulties, but about anticipating them and actively contributing to building a stable, coherent and predictable framework that allows our wineries to develop with guarantees," the executive pointed out.

Demands for the CAP after 2027

At the institutional level, the organization has focused on the future Common Agricultural Policy (PAC). It has been demanded that this regulatory framework maintain a specific and mandatory wine-related scope that provides the sector with effective tools to compete in third countries.

The priorities of the FEV for the new PAC include:

Support tools for promotion in international markets.
Promotion of strategic investments in wineries.
Boost of wine tourism as a way to diversify income.
Mechanisms for fighting and adapting to climate change.
Solid European co-financing and streamlined administrative processes.

Strategic Axis	Operational Objective
Business model	Prioritize the value of the product over the volume traded.
Foreign Markets	Improved brand image and opening of new destinations.
Sustainability	Climate adaptation and protection of wine-growing heritage.
Regulatory Framework	CAP 2027 with specific budget and co-financing.

The challenge of connecting with the new consumer

under the motto "A look towards the future of wine: the consumer of the future"The technical session following the assembly analyzed the profound social and cultural changes affecting the business. Experts from Worldpanel by Numerator (Kantar) and The Hunter & Partners They discussed the need to adapt communication codes for reconnect with young audiences.

The debate included the participation of marketing executives from leading firms such as Bodegas Emilio Moro, Félix Solís Avantis y Bodegas LAN, together with representatives of Lácrima Terrae and restaurant Casa MontañaThe consensus revolved around the evolution of commercial strategies without losing the identity and traditional values of wine.

FEV 2026 Recognitions

La FEV It has recognized key figures who have worked in favor of the sector:

Fernando Miranda: For its institutional work in the Ministerio de Agricultura and its current role in the FAO.
Sarah Jane Evans: Recognized as an international ambassador for Spanish wine.
Fundación Dieta Mediterránea: For defending wine as part of the food pyramid and the culture of moderate consumption.

Key points and frequently asked questions about wine strategy

What is the economic priority for Spanish wineries according to the FEV?

The main priority is to transition from volume to valueimproving profitability through quality, branding, and differentiation in global markets.

What does the sector require for the post-2027 CAP?

It requests that a specific budget and framework for wine continue to exist, including direct aid for promotion abroad, technological investments, and support for wine tourism.

How does the sector intend to attract new consumers?

Through the adaptation of communication codes, the analysis of new consumption patterns and the modernization of marketing strategies in social networks and restaurants.