The future of EU and Italian wine lies in Latin America, boosted by the Mercosur Agreement

Brussels –Latin America and South America will be the new frontiers for European wine and, therefore, for ‘Made in Italy’ excellence: all this, thanks to the EU-Mercosur trade agreement, said Christophe Hansen, commissioner of agriculture in answering a question on the challenges of the future of exports of bottled whites, reds, and sweet wines. , Raising the question is German MEP Christine Schneider (EPP), a member of the Agriculture Committee and wine intergroup. The structural problem of population decline, European but not only, weighs heavily.

“Because of falling birth rates and declining per capita consumption in the largest and traditional consumer countries, the potential for growth in wine sales over the next 20 years is likely to be concentrated in new regions and countries,” warns the German MEP. So how should one move, and especially where? The Commissioner for Agriculture answers on behalf of the entire College.

Hansen’s premise is that no matter what, as a general principle, “diversifying export destinations reduces market risks.” Translated: EU wine should be promoted outside the ‘usual’ destinations. The commissioner suggests, “​Emerging markets in Africa, Latin America, and Asia offer growth opportunities.”

Hence, a clarification on Latin America: the region and Africa show “significant potential related to projected consumption” between now and 2050. Moreover, Hansen points out, “the Mercosur agreement is expected to facilitate the entry of European wine in South American countries, in particular on the growing Brazilian market.“

 Not just raw materials, then: the trade agreement with countries in the region (Argentina, Bolivia, Brazil, Paraguay, and Uruguay plus the suspended Venezuela) may represent an opportunity, contrary to the claims of agricultural stakeholders.