The European Parliament has given final approval to the so-called "wine package," the portfolio of measures developed by Brussels to support a strategic European sector, currently caught between US tariffs, geopolitical tensions, and a structural decline in consumption that particularly penalizes regions dedicated to red wine. The text was approved by an overwhelming majority—625 votes in favor, 15 against, and 11 abstentions—and introduces greater flexibility in the use of EU funds under the Common Market Organization (CMO) for wine, with the aim of strengthening competitiveness and crisis management capabilities.
Among the most significant changes for businesses are the extension of the duration of promotional programs in third countries, which can now last up to nine years in total, and greater flexibility in licensing new plants, a crucial element for production planning. The measures also aim to support internationalization, providing grants of up to 60% of expenses incurred for promotional activities, with additional national supplements of up to 30% for SMEs and 20% for larger companies.
Wine tourism is also being promoted, with funding dedicated to information campaigns, events, and sector studies, with a view to the integrated promotion of wine-growing regions. Surplus management tools are also available: Member States will be able to implement, at their discretion, measures such as crisis distillation and the uprooting of vineyards to stabilize the market. This is precisely the point where some concerns are being raised in Italy, while a campaign of uprooting has already begun in France.
In the event of natural disasters or extreme weather events, winemakers will be able to benefit from support of up to 80% of eligible costs, thus strengthening the sector's resilience to climate change. The NoLo (no and low alcohol) segment, which is experiencing strong growth in foreign markets, deserves a special mention. The measure clarifies definitions: the term "non-alcoholic" accompanied by "0,0%" will be reserved for products with an alcohol content of no more than 0,05% vol., while those with an alcohol content of at least 30% less than the reference category must bear the indication "low alcohol."
The package also addresses the protection of spirit drinks with geographical indications. The amendment request eliminating the requirement, effective May 14, 2026, to display the producer's name in the same field of vision as the PGI, was approved, avoiding operational burdens and label revision costs. The producers are pleased. According to Coldiretti, the new rules will ensure greater transparency for consumers and simplification for businesses. The European wine sector produces an average of 157 million hectoliters annually, employs approximately 2,9 million people, and is the third-largest agri-food sector in terms of exports.
The ball now passes to the Council of the European Union for the formal adoption of the legislation, the final step before publication in the Official Journal and entry into force. This opens a new phase for Italian businesses, in which European instruments can be used more specifically to address overproduction, international market volatility, and changing consumption patterns, striking a delicate balance between managing the emergency and creating new growth opportunities.
