New EU Wine Package Ushers In A Transformational Shift For Wine Industry With Enhanced Promotional Support, Financial Assistance, And Modernized Alcohol Labeling Standards

Published on December 8, 2025

The new EU Wine Package aims to revitalize the European wine industry by introducing clearer rules for low-alcohol wines, providing vital financial support for winegrowers, and boosting exports and tourism. These measures are designed to help producers adapt to market changes, expand their reach globally, and recover from challenges such as natural disasters and plant diseases, ensuring long-term growth and sustainability for the sector.

In a significant development for the European wine industry, the European Parliament and Council have reached a provisional agreement on a new ‘wine package’ aimed at addressing key challenges faced by wine producers while unlocking market opportunities. The deal provides essential support for winegrowers, offers flexibility in times of crisis, and opens doors for stronger wine tourism and export promotion.

One of the key aspects of the agreement is the clarification of rules surrounding de-alcoholized wines. The term “alcohol-free” will now be used for wines with an alcohol content not exceeding 0.05%. Wines that contain 0.5% alcohol or more, but are at least 30% below the original alcohol content, will be labeled as “alcohol reduced.” This clear distinction is expected to provide consumers with better information and allow producers to cater more effectively to the growing demand for low-alcohol options.

In addition to labeling reforms, the deal also includes provisions to support wine producers in coping with external challenges. When natural disasters, adverse weather conditions, plant diseases, or pests significantly impact vineyards, winegrowers will be granted an extra year to replant or replace affected vines. This added flexibility is vital for producers who face unpredictable and severe events that threaten the viability of their crops.

Another significant feature of the agreement is the allocation of EU funds to assist winegrowers in times of need. The new regulations will ensure that funding for actions like grubbing up affected vines, wine distillation, and green harvesting will be more readily available. To ensure fair distribution, the national payment ceiling for these activities will be capped at 25% of the total available funds for each member state.

In a bid to further promote the wine industry, the agreement also includes enhanced support for wine tourism and exports. Producer organizations managing protected designations of origin (PDO) and protected geographical indication (PGI) initiatives will receive additional funding to boost wine tourism, which has become an increasingly important part of the sector. This funding will help wineries and regions highlight their unique wine offerings to tourists and increase visibility for European wines.

Moreover, the agreement includes stronger support for exporting European wines to third countries. The new rules will allow for better EU funding of promotional campaigns aimed at boosting the global profile of quality European wines. Under the new plan, the EU will contribute up to 60% of the costs, while member states can add up to 30% for small and medium-sized enterprises (SMEs) and 20% for larger companies. The funding will cover a wide range of promotional activities such as advertising, events, exhibitions, and research, helping wine producers gain a competitive edge in global markets.

The funding for promotional campaigns will be available for a period of three years, with the possibility of renewing the funding for two additional periods, potentially allowing for a total of nine years of support. This long-term commitment is designed to provide stability and continuity for wine producers who are looking to expand their international reach.

The next steps for the wine package involve approval from both the European Parliament and the Council. Once this approval is obtained, the new regulations will be put into effect, marking a new chapter for the European wine sector. The proposed changes are expected to create a more supportive environment for winegrowers, boost exports, and enhance the visibility of European wines on the global stage.

The provisional agreement on the new wine package is a positive step forward for the wine industry in Europe. By offering financial support, clarifying labeling rules, and fostering export opportunities, the new regulations will help European winegrowers adapt to market developments and ensure the sustainability of the sector in the years to come. With approval from the Parliament and Council, these new measures will unlock significant potential for the European wine industry, enhancing its global competitiveness while strengthening its ties with consumers and tourists alike.