The Commission’s proposals are designed to help the sector manage production potential, adapt to consumer preferences and unlock new market opportunities.
That will help maintain rural areas that depend on the wine industry, alongside the jobs it supports.
But challenges for the wine category are a global problem – so what could the global industry learn from the EU?
Here are the seven key points of the EU strategy.
1) Surplus prevention
A key problem for the wine industry – and one seen acutely in France, for example, is the surplus of wine. Under the EU’s new framework, Member States will be empowered to take actions such as removing unwanted or excess vines (‘grubbing up’) and green harvesting (removing unripe grapes before harvest). That will help reduce the surplus.
2) Planting flexibility
Again addressing surplus production will be flexibility on planting in the replanting authorizations scheme. Member States will also be allowed to adjust planting authorizations to their national and regional needs.
3) Climate support
Wine is susceptible to climate change: because it is reshaping where vines can be grown. More EU money will be allocated to this challenge: Member States can increase the maximum EU financial assistance up to 80% of the investment costs for projects that mitigate or adapt to climate change
4) Clear marketing rules
Marketing of new and innovative products will be made easier. That’s particularly important for lower alcohol wine, which will receive clearer and standardized rules across the single market.
Industry welcomes EU plan
The Comité Européen des Entreprises Vins, which represents Europe’s wine industry, has welcomed the legal framework.
The new strategy was built in just three months, translating most of the policy recommendations identified by a working group into a concrete legal proposal.
“While EU regulation cannot resolve all the challenges we face, it can create an adapted framework that will help the wine sector navigate these difficult times successfully,” said Marzia Varvaglione, President of the CEEV.
5) Harmonized labelling
By harmonizing labeling, operators will enjoy reduced costs and simplified trade opportunities across EU borders. And a new wine labeling scheme was already announced by the EU earlier this year
6) Boosting wine tourism
Tourism is a promising opportunity for winegrowers: already seeing considerable success across various countries such as France and Italy. Wine produced by geographical indications will receive assistance to develop wine-related tourism, helping to boost economic development in rural areas.
7) Extended promotion
The EU will boost the promotional campaigns for wine (The duration of EU-funded promotional campaigns for market consolidation in third countries will be extended from 3 to 5 years).
The new framework can be found in full here.