According to the study, 76% of Spanish consumers consider wine of Spanish origin to be of good or very good quality, while 80% value a Designation of Origin (DO) when selecting a wine. However, only 28% report strong knowledge of the various DOs and quality labels, underlining the importance of clear labelling and accessible product information to support purchasing decisions.
The report also identifies new trends among younger consumers aged 18 to 29, who increasingly seek alcohol-free or low-alcohol wines, as well as fresh, light, and convenient options such as rosé, sparkling wines, and practical packaging formats like cans or mini bottles.
Jesús Barbero Quirós, author of the study and Market Research Manager at IO Investigación, noted: “Consumers in Spain increasingly seek shared experiences and quality assurance, relying on trusted restaurants and the guarantee provided by Designations of Origin. Wine consumption is becoming more cultural, informed, and conscious.”
The findings will be presented on 4 February during Barcelona Wine Week 2026, which will take place from 2 to 4 February at Fira de Barcelona’s Montjuïc venue. The event will host over 1,300 wineries from 90 DOs and other quality seals, with attendance expected to exceed 25,000 professionals, including international buyers, and more than 13,500 business meetings planned.
