The EU wine sector takes a decisive step toward the future. After months of negotiations, the European Parliament and the Council have reached a provisional political agreement on the Wine Package, the European Commission’s proposal introducing new rules and tools to address the economic, social, and environmental challenges of the industry. An agreement aimed at strengthening business competitiveness and supporting the transition toward more resilient and sustainable models.
A Wine Package That Looks Beyond the Crisis
The Comité Européen des Entreprises Vins (CEEV) welcomed the outcome of the trilogue.
“This agreement shows that policymakers have listened to our concerns, and we thank them for the swift work. It is a good legislative package: measures on promotion, investment, and wine tourism, in particular, respond to long-standing requests from operators to focus on market-oriented tools. However, we must be aware that EU law cannot solve all the challenges we face,” emphasized Marzia Varvaglione, CEEV President. “The outcome of the trilogue confirms a balanced approach that avoids focusing exclusively on destructive, crisis-driven measures.”
The new regulatory framework introduces flexibility in managing planting authorizations—a strategic element enabling companies to plan more effectively. Support for climate-related investments is also strengthened: Member States may increase EU co-financing up to 80% of eligible costs for mitigation and adaptation projects. A measure that accelerates the transition toward more resilient viticulture in the face of climate pressures.
Promotion, Wine Tourism, and Innovation
Among the key points of the Wine Package is the new scheme for promotion programs: the 3+3+3-year structure, with greater funding opportunities, represents a step forward in consolidating the presence of European wines in international markets. CEEV also highlights explicit support for wine tourism, considered “a key pillar of local economic growth and a powerful tool for strengthening consumer connections.”
On labeling, the Commission commits to developing an EU-harmonized symbol to identify QR codes, ensuring legal certainty. Additionally, aligning the regulatory framework for aromatized wine products with that of wine facilitates the use of new “No-Low” categories, in line with consumption trends.
Federvini: Regulatory Clarity and Project Continuity
Federvini expressed appreciation for the agreement, stressing the importance of a rapid implementation phase.
“We welcome the trilogue agreement with satisfaction because it recognizes the strategic value of our supply chain and introduces measures that concretely address business needs,” commented Director Gabriele Castelli. In its analysis of the Wine Package, Federvini notes that simplifications in labeling and greater continuity for promotion programs represent “concrete steps toward a more modern regulatory framework aligned with market evolution.”
A key element is the possibility of extending promotion program duration up to nine years, ensuring project stability and strengthening relationships in international markets. On digital labeling, introducing a harmonized QR code symbol is seen as a breakthrough toward greater transparency and regulatory certainty.
Federvini also welcomes recognition of wine tourism’s strategic role, valued as a lever for territorial development and consumer engagement. While some aspects remain to be monitored, the association considers the Wine Package “a balanced framework suitable for guiding the sector toward a more competitive, innovative, and sustainable model.”
Wine Package: Remaining Challenges
However, concerns remain. CEEV reiterates its opposition to using EU funds for vineyard grubbing-up, even with the restrictions provided. Issues also arise regarding partially dealcoholized wines:
“For the presentation of partially dealcoholized wines, the term ‘reduced-alcohol wine’ will be used—not our preferred option. But, on the other hand, harmonizing the use of the term ‘0.0%’ is very welcome,” said Ignacio Sánchez Recarte, CEEV Secretary General. “We call on co-legislators to move swiftly toward formal adoption of the package.”
Unione Italiana Vini about Italian Wine: A National Strategy Is Now Needed
Unione Italiana Vini (UIV) also expressed satisfaction with a Wine Package that is “balanced and not merely defensive.” As UIV Secretary General Paolo Castelletti noted:
“We thank the institutions for their attention during a complex time. However, the structural difficulties facing the sector cannot be addressed solely through changes to the EU regulatory framework; a thorough analysis of critical issues and the definition of a national sector strategy are essential.”
UIV welcomes the strengthening of the OCM Promotion measure for third countries, with larger budgets, extended duration, and greater flexibility in program implementation. Positive also is the support for climate adaptation investments and wine tourism. Concerns remain about crisis measures and new definitions for dealcoholized wines: harmonization for 0% products is good, while the term “reduced-alcohol” for partially dealcoholized wines is less convincing.
