CEEV: “The US Wine Market is Crucial to Our Sector and There is no Viable Alternative”

The Comité Européen des Entreprises Vins (CEEV) has been the voice of European wine companies since 1960, involved in the production of wine and aromatised wine products throughout the European Union. Representing over 90% of European wine exports, the organisation's main mission is to identify, monitor and influence legislation that could impact the sectors and members they serve. In turn, the EU is the world's largest producer, consumer, exporter and importer of wine, accounting for 63% of world production and 57% of world wine consumption.

In this conversation with Ignacio Sánchez Recarte (cover photo), CEEV Secretary General, we talk about challenges and opportunities related to a wide range of issues, from wine-specific regulations and fiscal measures to environmental policies, trade concerns and public health issues.
 

Headquarters: From the point of view of the producers to the current nexus with consumers, what is the commercial landscape before us? What is your assessment of the current European framework?

Ignacio Sánchez Recarte: Representing the voice of the European Union wine sector certainly facilitates our work, as we are widely recognised as the point of reference by both the European Commission and the European Parliament. We actively participate in official advisory groups and stakeholder dialogues that the EU institutions rely on to gather insights and shape future legislation. However, while EU legislation can serve as a powerful catalyst for growth, it can also present challenges – particularly when it becomes a barrier to the competitiveness of our companies. The final link in the value chain – the moment a product meets the consumer – is critical. Our role is to help shape a regulatory environment that allows companies to arrive at that point in the best possible condition. The outlook is not without its challenges. We operate in a fragile sector, one that relies on a delicate balance. Safeguarding that balance – and ensuring a fair, competitive, and coherent framework across the Union – remains a top priority for us.

HQ: Between April 2020 and March 2021, CEEV issued two “COVID-19 Wine Packs” assessing the impact of the pandemic on the sector's trade and suggesting a set of recommendations to the European Commission. Almost four years after the second pack, how do you see the sector's growth and progress?

ISR: Under the EU’s Common Agricultural Policy, the wine sector does not benefit from direct support in the same way as some other agricultural sectors. Instead, we have access to a tailored set of specific measures, designed to support our unique needs. One of the main instruments is the promotion programme, which allows wine companies to receive up to 50% co-financing for activities aimed at developing third country markets. This includes participation in international events, fairs and exhibitions, as well as the preparation of essential studies for export expansion. In addition, support is available for investments in tangible and intangible assets to modernise grape and wine production. These measures are crucial for enhancing the competitiveness and sustainability of our production systems.

In recent years, the EU wine sector has shown a remarkable degree of resilience in the face of unprecedented challenges, including the COVID-19 crisis, ongoing geopolitical instability and the growing impact of climate change. However, the cumulative intensity of these pressures is making it increasingly difficult for our companies to remain competitive on the global stage. It is therefore essential that the EU continues to recognise and strengthen the strategic value of our sector, maintaining and improving the tools that allow us to adapt and thrive in a rapidly evolving landscape.
 

"Threats or opportunities can be initially identified either by a company – which then alerts us through our network of national associations – or directly by our team in Brussels."

HQ: How can the wine industry fight bad press and dispel exaggerated stereotypes about the sector? How has your association been working to recreate a ‘sexier, cooler’ image towards consumers?

ISR: Fortunately, awareness of the risks of alcohol abuse is growing. For over 15 years, the European wine sector has been promoting responsible drinking through our ‘Wine in Moderation’ social responsibility programme. The aim is to educate and empower consumers to enjoy wine responsibly and appreciate its cultural value. Our sector is made up of over 99% SMEs, who do not engage in aggressive, large-scale marketing – it is not in our culture or in their budgets. Instead, the connection with consumers is built locally, usually through wine tourism. With 36 million oenotourists in the EU annually, this growing trend helps link the product to its producer, landscape and heritage in a meaningful way.

HQ: How has your association guided its partners, suppliers and SMEs towards best practices and sustainability standards for the sector? Do you provide benchmarking tools, sustainability indices or quality seals to your members?

ISR: We work closely with our members to ensure that sustainable wine production practices are properly identified and recognised by legislators, retailers, and consumers. Our efforts begin at the international level, where detailed technical standards are adopted by the International Organisation of Vine and Wine – an intergovernmental body established in 1924. At the national level, our members have developed various quality labels to reflect these practices. The next important step is securing recognition at the EU level for the general principles of sustainable grape and wine production.
 

HQ: What is your take on the regulatory landscape for the European wine market? Is CEEV satisfied with the rules imposed by the EU or would it like to see some changes to protect the sector?

ISR: The wine sector operates in one of the most complex and regulated legal frameworks, and we welcome this in order to maintain fair and secure conditions for our operators. This specific legislation has allowed us to be the first sector authorised to use a digital label – e-label – to communicate certain mandatory information (the list of ingredients and the detailed nutritional declaration) to consumers. This new rule has been instrumental in simplifying the marketing of our products across the EU.

The EU Single Market is a vital pillar of our sector's success. Preserving and strengthening it is essential. Unfortunately, in recent years we have seen a gradual erosion of the Single Market. Increasingly, national legislation is creating fragmentation, making it more complex, more expensive and more difficult for businesses to reach consumers across the EU.

HQ: In a climate of tariff crisis, how do you plan to deepen ties with other American associations so as to protect transatlantic trade? How does the association intend to better represent its members in a highly pressurised economic context?

ISR: The US wine market is crucial to the sustainability of our sector and there is currently no viable alternative. We have been actively talking and collaborating with the European Commission and Member States to ensure that wine is not again caught in the crossfire of unrelated trade disputes. We maintain a strong and trusting relationship with our US counterpart, the Wine Institute of California. In 2020, we signed a joint declaration outlining the principles of wine trade, advocating a ‘wine for wine’ approach – ensuring that wine is excluded from unrelated trade conflicts. With our US partner, we also try to facilitate dialogue between our two administrations.
 

"Our sector is made up of over 99% SMEs, who do not engage in aggressive, large-scale marketing – it is not in our culture or their budgets."

HQ: Can you outline the main projects and partnerships in which CEEV is currently involved?

On a cultural level, we launched VITAEVINO, a grassroots campaign aimed at defending and promoting wine culture. On the technical front, we are involved in a significant EU project centred on soil health. We are also part of an alliance advocating the use of digital tools to improve consumer information, as well as the ‘Close the Glass Loop’ initiative, which aims to achieve 90% collection of glass packaging for recycling across the EU by 2030. Internationally, we work at the International Wine Federation (FIVS), where I currently serve as co-president. Through the FIVS, we work to promote the overall sustainability of the global wine sector.

HQ: What will be the highlights of the meetings for the CEEV community and its members in the coming months?

We just hold our General Assembly, which took place in Lisbon this month - a particularly special occasion as we also celebrated the 50th anniversary of our Portuguese member, ACIBEV (Association of Wines and Spirits of Portugal.) This milestone was marked by a high-level Summit with important institutional and industry figures. We are also actively working on the 2025 edition of the CEEV Club of CEOs, our advisory group made up of around 30 CEOs from leading European wine companies. This meeting off ers a unique platform for strategic dialogue and high-level exchange within the sector.
 

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