Spanish wine drinkers favour bars and restaurants, new study reveals
New research presented by Barcelona Wine Week highlights the dominance of on-trade consumption in Spain, strong trust in Designations of Origin and shifting expectations among younger wine drinkers.
Nearly all wine consumers in Spain drink wine in bars and restaurants, according to a new study presented by Barcelona Wine Week, underlining the continued importance of the hospitality sector for Spanish wine.
The research shows that 94% of wine consumers in Spain say they drink wine in bars and restaurants, with consumption most commonly linked to meals and family or social gatherings outside the home.
The study, Wine Observatory in Spain: Consumption habits, perception, trends and future of the sector, was carried out by trade publication Alimarket for Barcelona Wine Week, the Spanish quality wine trade fair taking place from 2 to 4 February at Fira de Barcelona.
On-trade trust and off-trade purchasing
While the on-trade is the main setting for consumption, more than half of Spanish wine drinkers also consume wine at home. Purchasing, however, is led by large-scale retail. Supermarkets account for 73% of wine sales, followed by hypermarkets at 55%. Other channels, including wineries, specialist retailers, online shopping and wine clubs, reach 23%.
Jesús Barbero Quirós, author of the study and market research manager at IO Investigación, said: “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, origin and information gaps
Perceptions of quality remain a major strength for Spanish wine. According to the study, 76% of consumers consider wine of Spanish origin to be of good or very good quality.
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Designation of Origin also plays a central role in purchasing decisions. Some 80% of consumers say it is 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.
As a result, the report highlights the need for clearer information at point of sale. Almost two-thirds of consumers (64%) express concern about label clarity and product variety, both of which directly influence purchasing decisions. Clear and understandable information, along with orderly presentation and proper advice, increases consumer confidence, the study notes.
Younger drinkers and no and low wine
The research also points to changing habits among younger wine drinkers. Among consumers aged 18 to 29 who drink wine, there is a growing interest in alcohol-free or low-alcohol wines. Some 15.3% include these wines in their regular shopping basket, while 30.5% have consumed or tried them in the past 12 months.
This age group prioritises freshness, lightness and convenience, favouring products that align with a more informal and less ritualised lifestyle. Rosé wines, sparkling wines and informal wine-based drinks are particularly appealing, alongside practical formats such as cans and mini bottles.
The study is based on 1,600 interviews and was carried out by IO Investigación. Its full findings will be presented on 4 February during Barcelona Wine Week.
Barcelona Wine Week 2026
Barcelona Wine Week 2026 will take place from 2 to 4 February at Fira de Barcelona’s Montjuïc venue. The event will host more than 1,300 wineries from across Spain, representing over 90 Designations of Origin and other quality labels.
Organisers expect more than 25,000 professional visitors, 20% of them international, and more than 13,500 business meetings between exhibitors and buyers.
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