9 out of 10 wine consumers in Spain drink it in bars and restaurants

• 76% consider wine of Spanish origin to be of good or very good quality, and 80% value a Designation of Origin at the time of choosing
• Clearer labels, fresher and alcohol-free wines, and new packaging are some of the demands from new customers

Wine consumption in Spain occurs mostly outside the home. Specifically, 94% of wine consumers in Spain say they drink it in bars and restaurants. This is the conclusion of a study presented by Barcelona Wine Week that shows how highly consumers value Spanish wines and highlights new trends among young people.

The study ‘Wine Observatory in Spain: Consumption habits, perception, trends and future of the sector’ has been carried out by the trade publication Alimarket for Barcelona Wine Week, the benchmark event on quality Spanish wine which will take place from 2 to 4 February at Fira de Barcelona.

The document highlights that Spaniards consume wine mostly at meals, family or social gatherings outside the home, and the hospitality industry is their natural point of reference. On the other hand, the home continues to be the environment in which more than half of wine drinkers consume it, and they buy it mainly in supermarkets, which account for 73% of sales, followed by hypermarkets, with 55%. Other channels such as wineries, specialist stores, online shopping or wine clubs reach 23%.

Jesús Barbero Quirós, author of the study and market research manager at IO Investigación, a market research and opinion polling company that Alimarket used to prepare the report, states that “this analysis shows how wine consumers in Spain trust their preferred restaurants, choose shared rather than individual experiences, and increasingly seek product quality and the guarantee and confidence provided by a Designation of Origin. It is an increasingly cultural, conscious, and informed consumption.”

Quality and DO

In this regard, the perception of the quality of Spanish wine is one of the sector’s great assets. 76% of Spanish consumers consider that wine of Spanish origin is of good or very good quality. The report thus points to the strong emotional connection with the product and the importance of conveying the excellence, tradition and diversity of Spanish wine, both in the domestic and international markets.

Thus, the Designation of Origin plays an important role in the purchase decision. 80% of consumers consider it very or quite important that a wine is covered by a specific DO. However, only 28% claim to have a high level of knowledge about the different DOs and quality labels.

Therefore, the study points to the importance of providing maximum information about each product. In fact, 64% of consumers express concern about label clarity and product variety, aspects that directly influence the decision-making process. According to the analysis, when information is clear and understandable, consumers feel more confident in their choice. Elements such as clear labelling, orderly presentation and proper advice help improve the shopping experience and strengthen confidence in the product.

New trends

The study also detects a growing interest in alcohol-free or low-alcohol wines among the population aged between 18 and 29 who drink wine. 15.3% of young people include these wines in their regular shopping basket, and 30.5% have consumed or tried them in the last 12 months.

This segment values freshness, lightness and convenience as main attributes, seeking products that fit their lifestyle, which is more informal and less ritualised. Thus, young people are redefining their relationship with wine, prioritizing fresh, light and accessible options, such as rosé wines, sparkling wines and informal wine-based drinks. They also show interest in practical formats such as cans or mini bottles.

The study “Wine Observatory in Spain: Consumption habits, perception, trends and the future of the sector” by BWW was carried out with the market research and opinion studies company IO Investigación and is based on 1,600 interviews. All its conclusions will be presented on February 4 during Barcelona Wine Week.

Great showcase of quality Spanish wine

Barcelona Wine Week will bring together more than 1,300 wineries from all over Spain, major brands and small producers from more than 90 Designations of Origin and other quality labels at Fira de Barcelona’s Montjuïc venue from February 2 to 4, 2026. Attendance is expected to exceed 25,000 professional visitors, 20% of them international, and the holding of more than 13,500 business meetings between the exhibiting wineries and the visitors and buyers attending the show.

Barcelona, 20 January 2026