Facing challenges like a general decline in wine consumption and the impending threat of 200% tariffs from U.S. President Donald Trump as part of a potential trade war, the European Commission today unveiled measures to ensure the competitiveness and resilience of Europe’s wine sector.
Among the proposed measures, the Commission suggests empowering member states to implement strategies such as grubbing up unwanted or surplus vineyards and conducting green harvesting—removing unripe grapes before the main harvest. These actions aim to prevent overproduction, stabilize the market, and shield producers from financial pressures.
Furthermore, Brussels advocates for planting flexibility, particularly concerning the replanting authorization system. This proposal requires approval from the EU Council and the European Parliament before it can be enacted.
To explore new markets, the duration of EU-financed promotional campaigns for market consolidation in non-European countries will extend from three to five years, enhancing the promotion of European wines.
The wine sector will also receive increased support regarding climate change adaptation. EU member states can raise the maximum financial assistance from the EU to 80% of eligible investment costs aimed at climate change mitigation and adaptation efforts.
The EU’s wine industry accounts for 60% of global wine production and 60% of the wine’s global export value, according to Brussels data. The sector plays a crucial role in rural economies and is closely linked to European traditions, gastronomy, and tourism.
