If you’re trying to grow your winery internationally, Europe, with its millennia of tradition in wine appreciation, is usually one of the first markets you look at. And for good reason — it’s not just a major producer, it’s also one of the biggest wine import regions in the world.
But “Europe” is not one market. What works in Germany won’t necessarily work in the UK, and what sells in Belgium might not move at all in France.
In this guide, we’ll go through the main wine importing markets in Europe, what they’re actually like in practice, and where you’re more likely to find the right partners.
Germany: big volumes, tough margins
Germany is often the first target for exporters. It’s one of the largest wine importers globally and there’s always demand.
But there’s a catch — it’s a very price-driven market.
A lot of the volume goes through supermarkets and discount chains, so wine importers are used to working with tight margins and large quantities. If your positioning is entry-level or mid-range with competitive pricing, Germany can work very well.
If you’re more premium, it’s still possible, but you’ll need to be much more targeted and patient.
UK: open to new wines, but highly competitive
The UK is one of the most interesting markets right now because it’s almost entirely dependent on imports.
British wine importers are constantly looking for new products, new regions, and new stories. That makes it attractive — but also very competitive.
You’ll see a lot of demand for:
- premium wines
- boutique producers
- unique or lesser-known grape varieties
The challenge is that buyers are flooded with offers. If your outreach isn’t sharp and relevant, it’s easy to get ignored.
Netherlands: small market, big leverage
The Netherlands is often underestimated.
It’s not the biggest market in terms of consumption, but it’s a major logistics and distribution hub. Many importers there don’t just sell locally — they re-export across Europe.
That makes it a very efficient entry point if you want broader exposure.
In practice, Dutch importers tend to be:
- well-organized
- internationally oriented
- open to new partnerships
France: selective, but not closed
A lot of wineries assume France is not worth targeting because it’s such a strong producer.
That’s only partially true.
France does import wine, especially for:
- specific price segments
- foreign styles not widely produced locally
- restaurant and niche retail channels
It’s definitely a more selective market, and you won’t compete head-on with local wines. But if your positioning is clear and differentiated, there is space.
Belgium: small, but surprisingly strong
Belgium is one of those markets that doesn’t look impressive on paper, but performs very well in reality.
Wine consumption per capita is high, and there’s a strong culture around quality. Importers often focus on curated portfolios rather than volume.
For many wineries, Belgium ends up being:
- easier to enter than bigger markets
- faster to convert into actual orders
What importers actually care about (beyond the obvious)
Most wineries focus on the product, but from the importer’s perspective, a few things matter just as much:
- Consistency — not just quality, but supply
- Clear pricing and positioning
- A product that fits their portfolio (not just “good wine”)
- Reliable communication
And increasingly:
- organic or sustainable production
- a story that helps them sell
The hardest part: actually finding the right wine importers
This is where most wineries struggle.
You can go to trade fairs, search on Google, or try LinkedIn. All of these work to some extent, but they’re slow and often inefficient.
You end up:
- contacting the wrong companies
- using outdated information
- spending weeks (or months) without real progress
That’s usually the biggest bottleneck.
Instead of building lists manually, more wineries are moving toward using databases like BestWineImporters.
The main advantage is simple: you can filter importers by country, type, or product, and reach out directly to relevant contacts instead of guessing.
It doesn’t replace good outreach, but it removes a lot of the trial and error.
A quick reality check
Europe is a great opportunity, but it’s not easy.
Different markets behave differently, competition is strong, and importers are selective. Sending generic emails to a long list of contacts rarely works anymore.
The wineries that succeed are usually the ones that:
- target the right markets from the start
- focus on relevant importers
- and approach them in a structured way
Final thought
If you’re just starting out, don’t try to cover all of Europe at once.
Pick 1–2 markets that match your positioning, understand how they work, and go deep. It’s much more effective than spreading your efforts too thin.
And most importantly — focus on finding the right partners, not just more contacts.
