The market pulse from Wine Paris 2026

We spent 3 amazing days at Wine Paris this week, where we spoke with more than 100 producers, importers, agents and distributors. From our conversations, we heard some common themes which we summarised in a few field notes.

Also, we share a couple of updates on Dolia and 3 cool things we saw online for your weekend reads.

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1. The rise of British wine British wine has been on an upward trajectory for a few years, but at Wine Paris the momentum felt tangible. The UK stands were consistently crowded, and several buyers told us quality has drastically improved over the last few years and they are actively scouting producers rather than just being curious. The quality leap is real, especially in sparkling wines, where climate shifts and technical expertise are reshaping expectations. What stood out is that British wine is finally entering serious portfolio conversations. The question now is scale: can production keep up if demand accelerates, and will pricing remain competitive as prestige increases?
2. Spanish wine is hugely undervalued Spanish wine needs no introduction. Regions like Rioja, Castilla y León and Catalunya are already established in global trade. Yet during a Tempranillo tasting with two young French producers, one comment stuck with us. One of them said that if a particular bottle had “Bourgogne” on the label, it would sell for 1.000€ instead of 35€. Probably an exaggeration, but it highlights that Spain often delivers extraordinary quality at comparatively modest prices. The gap between intrinsic quality and perceived prestige remains wide, and that creates opportunity, especially for importers who know how to build narratives around terroir and craftsmanship. The open question is whether Spanish producers should push prices upward to reflect quality, or whether their competitive edge lies precisely in that price to value ratio.
3. Wine-tech is, sadly, still marginal At most major fairs, the tech and startup area tends to be smaller and physically distant from the main halls, and Wine Paris was no exception. This feels like a missed opportunity. The industry talks about efficiency, sustainability, traceability and new distribution models, and technology sits at the core of all these challenges. Yet the separation between producers and solution providers reinforces a cultural gap, as many wineries still see tech as an add-on rather than infrastructure. If the sector wants to address margin pressure, international complexity and deconsumption, tech cannot stay on the sidelines.
4. New and old export markets We had several in-depth conversations with producers in the 20.000 to 500.000 bottles per year range. For them, export strategy is existential. The US remains attractive despite tariffs and regulatory friction, as the market size and purchasing power still justify the effort. At the same time, there is growing curiosity towards Asia, parts of Africa and South America, which are seen more as long term bets rather than immediate volume drivers. Interestingly, the most relevant markets for many European producers are still within Europe itself. Italy, France and Spain continue to represent solid opportunities, especially for differentiated or niche positioning. Proximity, logistics and cultural affinity still matter.
5. Wine is overwhelming One recurring sentiment from both producers and buyers was a sense of saturation. There are simply too many labels, too many SKUs and too many stands to visit in three days. If seasoned B2B buyers feel overwhelmed, imagine the end consumer facing a wine list with hundreds of references. Choice without guidance can become friction, and that friction translates into slower purchasing decisions and lower experimentation. Some argue that consolidation is inevitable, while others believe fragmentation is part of wine’s identity and richness. Either way, discoverability is becoming a strategic issue.
6. No-alcohol is bigger and bigger At last year’s Vinitaly, the no alcohol section felt peripheral. At Wine Paris, it was positioned in the first pavilion near the entrance, with steady traffic throughout the event. The sentiment is still mixed. Some traditional winemakers remain skeptical, questioning authenticity and positioning. Buyers, on the other hand, seem increasingly pragmatic as they see demand from younger consumers and from markets where moderation is becoming a lifestyle choice. What we noticed was a stronger curiosity around fermented alternatives and hybrid beverages than around fully dealcoholised wines. The category is evolving fast, and its future will likely depend on whether it creates its own identity rather than imitating traditional wine.