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Understanding where wine money flows is essential for any exporter planning strategy. The global wine import market continues to concentrate around a few key buyers, but emerging regions are beginning to show promise. In 2024, the world’s total wine imports were estimated at approximately US$39 billion, up about 11 % from five years earlier (≈ US$35.1 billion in 2020). [1]

The United States leads the list: it imported roughly US$7.1 billion of wine in 2024, representing approximately 18.2 % of the global market. Behind it sits the United Kingdom at about US$5 billion (12.8% of the global total). These figures show firmly that mature markets still dominate the landscape, but the strategic value lies in the emerging ones.

Mature markets as foundation

For exporters, targeting the U.S. or the U.K. remains a central strategy: sheer size and infrastructure mean that success here yields scale. However, competition is fierce, regulatory burdens can be substantial, and margins may be pressured by premiumisation and brand proliferation. In such markets, growth may be incremental rather than explosive. For instance, U.S. growth in import value from 2023 to 2024 was modest (+1.6 %) according to one database. [2]

Growth corridors: Mexico and Vietnam

Beyond those mature players, two markets often flagged for growth are Mexico and Vietnam. Their role in a robust export strategy requires understanding of both potential and constraints. In Mexico, recent published statistics show the country imported wine worth US$331.9 million in 2024 according to one dataset (ranked 23rd globally). Another source lists chocolate and agri-corridor data and indicates steady demand, but I did not find a confirmed +8 % year-on-year growth rate in a publicly accessible source.

Vietnam presents more complexity. Data from one trade-analysis site indicates that imports of “wine of fresh grapes, including fortified wines” into Vietnam increased by about 53 % from 2021 to 2022 (~US$12.2 million).[3] ther market-analysis sources project the overall Vietnam wine market to reach US$2.0 billion in 2024 and grow to US$2.8 billion by 2033 (CAGR ~3.7 %).[4] Despite these signs of growth, the specific +11 % figure mentioned is not clearly supported in openly available public sources.

What these trends mean for exporters

These numbers underscore several strategic imperatives. First, staying only in mature markets means accepting slower growth. The U.S. and U.K. are still indispensable but may no longer provide breakthrough expansion. Second, emerging markets like Mexico and Vietnam bring higher growth potential but require intelligence: regulatory understanding, infrastructure investment (cold-chain, logistics, distribution) and local consumer education become decisive. For these markets, being early or well-partnered can yield first-mover advantages.

Choosing to focus only on established buyers is not without risk. As global consumption patterns shift and younger consumer bases expand in Asia and Latin America, exporters anchored in traditional geographies may find themselves excluded from the next wave of preference changes. If Mexico or Vietnam begin to mature rapidly and many suppliers are already present in U.S./U.K., those who waited might face higher entry barriers or diminished margin potential. In short: growth markets are opportunities and competitive battlegrounds.

For a brand or producer evaluating export opportunities, this means constructing a dual strategy: solid presence in mature markets plus selective, informed entry in high-growth geographies. In terms of priority, the U.S. continues to matter for scale; the U.K. remains an important gateway to Europe; and Mexico and Vietnam are potential growth engines, though each with their own learning curve. Accessing data, selecting partners, building distribution, and aligning brand messages to local culture will all determine success.

[1] Workman D., Top Wine Importing Countries, URL: worldstopexports.com (06.17.2025)

[2] TradeImeX, Top 10 Wine Exporters Data: global wine trade statistics of 2023, URL: tradeimex.in (03.01.2024)

[3] TrendEconomy, Annual International Trade Statistics by Country, URL: tendeconomy.com (01.28.2024)

[4] Imarc Group, Vietnam Wine Market Report by Product Type (Still Wine, Sparkling Wine, Fortified Wine and Vermouth), Color (Red Wine, Rose Wine, White Wine), Distribution Channel (Off-Trade, On-Trade), and Region 2025-2033, URL: imarcgroup.com

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