Spain’s Rioja wine exports experienced a 4.42% increase in 2024, driven by strong demand in key markets such as the United Kingdom and the United States, despite a global contraction in the wine sector. However, the region’s performance in China, its largest Asian market, faced significant setbacks, with sales dropping 30%.
UK and US Lead Rioja’s International Growth
The Rioja Qualified Designation of Origin (DOCa Rioja) reported a 0.63% rise in total sales, with 328.46 million bottles (240.05 million liters) sold worldwide. Despite a slight dip in Spain’s domestic market—where sales fell by 1.87% to 141.22 million liters—Rioja maintained a strong market presence. Although its domestic market share dropped slightly from 27.1% in 2023 to 26.8%, it still accounted for 30.44% of Spain’s total wine sales by value.
On the international stage, Rioja outpaced the broader Spanish wine industry, which saw an 11.46% decrease in exports from January to November 2024. Rioja shipped 98.83 million liters to 135 countries, marking the 4.42% growth.
The UK remained Rioja’s largest export market, importing 32.36 million liters, a 12% increase from 2023. The US, the second-largest market by value and third by volume, saw a 17% increase, reaching 10.41 million liters. The UK alone accounted for 32.75% of Rioja’s total exports, further cementing its position as Rioja’s most significant international market.
While the report highlighted growth in volume across various markets, it did not provide specific revenue figures or value-based growth data.
In terms of wine types, red wines saw a global rise of 5.32%. Among Rioja’s classifications, Crianza wines led with an 8.7% increase, while Gran Reserva wines experienced a slight decline, reflecting shifting preferences within the premium wine segment.
Setback in China
In contrast to the overall positive performance, Rioja’s exports to China saw a sharp decline. Shipments to the Asian giant fell by 30%, totaling only 1.05 million liters in 2024. China, despite remaining Rioja’s largest Asian market, accounted for just 1.07% of the region’s total exports, ranking 15th among all destinations.
Dong Huaicheng, General Manager of Medoc1855 Trading Co., Ltd., a prominent Chinese importer of Spanish wines, explained that despite Rioja’s strong reputation in the wine trade, consumer awareness is a significant barrier. “Its fine wines are more expensive than comparable offerings from South Africa and Chile, and with low brand recognition, Rioja is more vulnerable to market fluctuations,” he said.
Managing Surplus Wine
Although Rioja’s export performance showed resilience, challenges related to surplus inventory remain. Similar to Bordeaux, Rioja has struggled with overproduction in recent years. In 2023, regional governments in La Rioja and the Basque Country intervened to stabilize the market by subsidizing the distillation of 30 million liters of excess wine, as grape prices had fallen to unsustainable levels, causing significant financial strain for growers.
In 2024, DOCa Rioja reported improved inventory management, with surplus levels decreasing and the stock-to-sales ratio returning to a more balanced 3.38 years, approaching the region’s three-year average of 3.12 years. This shift signals quicker turnover and a healthier supply chain.
Overall, while Rioja’s exports saw growth in key international markets, the region continues to grapple with challenges in China and surplus inventory management as it navigates a complex global wine market.
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