Domestic and International Demand for Madeira Wine Shows Downturn
According to data from the Madeira Wine, Embroidery, and Handicraft Institute (IP-RAM), Madeira wine sales reached about 1.4 million liters in the first six months of 2025, generating approximately €9.3 million in revenue. Compared to the same period in 2024, sales volume dropped by 10.6%, while revenue fell by 6.1%. Both domestic and export markets showed signs of weakness during this period.
Surprise, as Domestic Market Crashes Hardest
Domestic sales totaled 246,800 liters (down 23.1%) and €2.4 million in revenue (down 11.5%), with most sales occurring within Madeira itself. Exports to EU countries fell by 9.6% in volume and 4.1% in value, while exports to non-EU countries decreased by 3.4% in volume and 4.1% in revenue.
This is surprising because a sharp drop in sales to non-EU countries was expected due to President Trump's threat of tariffs. However, it might be that this threat caused people to buy more before the tariffs began.
Among EU markets, Germany showed growth with increases of 3.5% in volume and 2.2% in value. In contrast, France, the largest EU market, experienced significant drops of 15.8% in volume and 4.4% in value. Outside the EU, Japan stood out with growth of 7.2% in volume and 10.4% in value. However, the U.S. and the UK markets showed declines: the U.S. had a 14.4% volume drop and 20.6% decrease in value, while the UK fell by 23.9% in volume and 6.6% in value.
Pricing and Sales Breakdown Reflect Market Challenges
Most sales (82%) were bottled wine, sold at an average price of €7.57 per liter, slightly lower than last year’s €7.82. Bulk wine made up the remainder, sold at €2.71 per liter on average, a small decrease compared to the previous period. In the second quarter of 2025 alone, Madeira wine sales reached 741,900 liters, generating nearly €4.9 million in revenue. Will these trends continue, or can Madeira wine producers find new ways to regain market strength?
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