After more than 25 years of negotiations, the provisional application of the Association Agreement between the European Union (EU) and Mercosur, effective since May 1st, has been met with optimism by the Canarian wine sector. The association highlights the growth potential in markets with strong cultural ties to Spain, such as Argentina, Brazil, Uruguay, and Paraguay.
This new commercial scenario comes at a crucial time for Canarian wineries, which are seeking to diversify their markets and expand their consumer base. Strengthening external competitiveness is key given the evolving consumption patterns in traditional destinations and the current international context.
“"A relevant opportunity to strengthen the international presence of Canarian wines in markets with great growth potential and close cultural ties with Spain."
Accredited quality wineries in the islands, especially those belonging to the Protected Designation of Origin (DOP) Islas Canarias-Canary Wine, already export to various Latin American countries, including Chile, Argentina, Paraguay, Brazil, Peru, Colombia, Venezuela, and Mexico. In these markets, Canarian wine has consolidated an image linked to the uniqueness of its indigenous varietals, its volcanic origin, and its Atlantic identity.
The entry into force of the agreement with Mercosur could open new commercial avenues, particularly in Brazil, Argentina, and Paraguay, where interest in wines with identity and origin is on the rise. Brazil, in particular, is positioned as one of the fastest-growing wine consumption markets globally, making it a strategic point for the European wine sector.
The agreement will facilitate a more favorable trade framework through the progressive reduction of tariffs, which currently reach 18% in Brazil and 35% in Argentina for European wine. This measure is fundamental for improving the competitiveness of Spanish wineries and their expansion possibilities in these destinations.
Internationalization is one of the main strategic lines for many Canarian wineries, in a context where wines linked to territory, sustainability, authenticity, and minority varieties are increasingly attracting the interest of international consumers. Canarias possesses highly valuable differentiating elements in the global wine landscape, such as its pre-phylloxera varieties and the growing importance of wine tourism, which have boosted the external projection of its designations of origin.
