Export Markets: USA, UK, China, Japan, Brazil – The Global Wine Trade Landscape

These five markets reflect fundamentally different wine cultures shaped by historical trade relationships, consumer demographics, and regulatory frameworks. The USA leads the world in import value at $7.11 billion in 2024, drawing from suppliers across Europe, South America, and Australasia. The UK, at approximately $5 billion, is heavily oriented toward European suppliers with France and Italy commanding the premium tier. China's market contracted dramatically from its 2017 peak before beginning a cautious recovery in 2024, while Japan has remained a stable and sophisticated importer with a strong preference for French wines. Brazil, as Latin America's largest wine import market, has seen consistent volume growth over the past decade, with imported wine FOB value exceeding $500 million in 2024.

• USA: $7.11 billion in wine imports in 2024 (18.2% of global total); Italy and Spain were among the fastest-growing suppliers year-on-year
• UK: approximately $5 billion in 2024; France ($1.7B) and Italy ($1.1B) together account for around 60% of import expenditure by value
• China: approximately $1.6 billion in 2024 after years of contraction; Australian wine surged following tariff removal in March 2024, and sparkling wine demand is rising among younger consumers
• Japan: approximately $1.6 billion in imports in 2024, stable and premium-oriented; France commands over 57% of import value while Chile leads in volume

A defining trend across all five markets is the shift toward higher average prices per bottle, even as overall volumes stagnate or decline. In the UK, wine import prices rose by approximately 38% between 2020 and 2024, driven by premiumization and post-pandemic restocking. Japan's market consistently reflects a quality-over-quantity orientation, with French wines commanding an average import price of around $18-19 per litre. In Brazil, higher-value import segments (wines priced between $25 and $100 per nine-litre case) are growing faster than the entry-level tier. Meanwhile China, despite overall market contraction, is seeing growing interest among younger urban consumers in quality and provenance over prestige brand names alone.

• UK import prices rose approximately 38% between 2020 and 2024; the average import price peaked at $5.8 per litre in 2023 before easing slightly in 2024
• Japan: French wines average around $18-19 per litre at import, the highest of any major supplier; the market is shifting toward premiums despite yen depreciation increasing landed costs
• Brazil: higher-value segments growing faster than entry level, with imports priced $25-$50 per nine-litre case up 14.1% and $50-$100 tier up 10.6% in 2024
• No/low-alcohol wine is an emerging growth category globally, projected to grow at approximately 7% CAGR between 2024 and 2028, with leading markets including UK, USA, and increasingly Brazil

Each of the five markets has distinct stylistic preferences driven by tradition, climate, and consumer sophistication. The USA imports across a broad range of styles with Italy and Spain as the fastest-growing value suppliers in 2024. The UK is dominated by still wines, which make up 86% of import volumes, though sparkling wine (primarily Italian and French) accounts for 26% of import value. Japan has a strong sparkling wine culture, with French sparkling wines commanding 65% of the sparkling import category by value, and Champagne remaining a key symbol of celebration. Brazil's market favors Chilean, Portuguese, and Argentine wines, with a growing enthusiasm for sparkling styles.

• UK: still wine makes up 86% of import volume but sparkling wine ($1.2 billion) accounts for 26% of import value; Italy leads in both still and sparkling wine volumes
• Japan: sparkling wine represents over 10% of import volumes, well above European norms; French sparkling commands an average import price of around $37 per litre
• Brazil: Chile leads import volumes with 16% growth in 2024; Portugal and Argentina both grew around 10%; sparkling wines from domestic and imported sources are growing rapidly
• China: growing interest in white and sparkling wines, particularly among younger female consumers; Australian wine has rebounded dramatically after tariff removal, with Chinese imports up over 1,600% in volume in early 2025

France and Italy dominate the value side of global wine exports, with France alone accounting for 32.5% of total global wine exports in 2024 at $12.7 billion. In value terms, France is the top supplier to both Japan (57% share) and the UK (approximately 35% share). Italy has become the top supplier to the UK by volume and is growing strongly in the USA. Australia, after years of exclusion from China due to punitive tariffs as high as 218%, regained its position as China's largest wine supplier by value in 2024 following tariff removal. Chile leads wine supply by volume to both Japan and Brazil, supported by favorable trade agreements with most major import markets.

• France: $12.7 billion in wine exports in 2024 (32.5% of global total); top value supplier to Japan, UK, and a major player in the USA and China
• Italy: record wine exports of over $8 billion (approximately 8.1 billion euros) in 2024, the first time Italy crossed that threshold; growing strongly in USA and UK
• Australia: fastest-growing major wine exporter in 2024 (up 29.6% from 2023), largely driven by dramatic recovery of Chinese market access following tariff removal in March 2024
• Chile: a top-five wine exporter globally with nearly $1.73 billion in exports in 2024; leads in import volume to both Japan and Brazil, supported by free-trade agreements with virtually every major market

Regulatory frameworks vary significantly across these five markets and have a direct effect on pricing and distribution. The USA requires three-tier distribution in most states, adding material costs to the supply chain, and uses TTB (Alcohol and Tobacco Tax and Trade Bureau) labeling requirements. The UK introduced new import requirements post-Brexit, including physical checks on EU imports. China maintains import duties on wine (generally around 14% plus VAT), though the removal of punitive tariffs on Australian wine in early 2024 fundamentally shifted the competitive landscape. Japan has progressively reduced wine tariffs under the EU-Japan Economic Partnership Agreement. Brazil's import tariffs and currency volatility remain significant structural constraints for international producers.

• USA: three-tier distribution system is mandatory in most states; TTB labeling compliance is required for all imported wines; Italian and Spanish supplier growth accelerated in 2024
• UK: post-Brexit physical checks on EU wine imports add complexity and cost; France and Italy remain dominant despite higher administrative friction; Chilean wine imports rose 10% in value and 16.6% in volume in 2024
• China: standard import duties of approximately 14% plus VAT apply to most origins; the lifting of up to 218% punitive tariffs on Australian wine in March 2024 triggered an immediate and dramatic volume rebound
• Brazil: import tariffs and exchange rate volatility create pricing pressure; the market remains highly price-sensitive at volume but is diversifying into higher-value segments

Wine education is growing across all five markets, with WSET reporting 134,000 candidates in its 2023-24 academic year, its second-highest annual total in the organization's history. Top Diploma markets include the UK, USA, Hong Kong, Japan, and Mainland China. The no/low-alcohol wine segment is a growing trend, particularly in the UK, USA, and Brazil, with non-alcoholic wine projected to grow at around 7% CAGR between 2024 and 2028. Orange and skin-contact wines have moved from niche to mainstream in urban markets such as New York, London, Tokyo, and Sydney. China's market faces structural headwinds including a surplus housing crisis and shifting consumer preferences toward domestic spirits, but younger urban consumers are showing renewed interest in quality imports.

• WSET: 134,000 candidates in 2023-24 (second-highest ever); 695 Diploma graduates celebrated at the 2024 annual ceremony, a record; top Diploma markets include UK, USA, Hong Kong, Japan, and Mainland China
• No/low-alcohol wine projected to grow at approximately 7% CAGR globally between 2024 and 2028; the UK, USA, Scandinavia, and Brazil are leading markets for this category
• Orange and skin-contact wines have moved into mainstream retail in urban centers including New York, London, Berlin, Tokyo, and Sydney, broadening the category beyond traditional reds and whites
• China's recovery is cautious: structural factors including economic slowdown, housing market stress, and a preference among younger consumers for domestic spirits and baijiu continue to weigh on wine demand, though early 2025 data shows renewed import growth