Global Wine Advertising/Marketing Investment

A world globe showing North and South America, with a vintage map style on a white background.
A printed financial report with a line graph showing stock or market data over the years from 2016 to 2021, placed on top of newspaper pages.
Two glasses of red wine being held by a person's hand in a dimly lit bar or restaurant, with blurred background lights.
Vineyard with rows of grapevines on rolling hills, a small stone building, and trees in the background under a cloudy sky.

There is no consolidated data collection for global wine advertising/marketing investment or advertising/marketing dollars spent. Data is available at the broader alcohol industry level and across specific vertical markets provided by various alcohol‑marketing reports, government reports and industry groups.

Some factual data related to wine advertising/marketing investment from authoritative sources:

  • Global alcohol industry marketing spend (all categories): $18.5 billion in 2023. Wine is typically a smaller share of total alcohol marketing compared to beer and spirits. For chart below, estimated $5.5 billion (30%) spent on wine advertising/marketing 2023.

    • Europe spent €2.1 billion on wine marketing

    • Australia spent AUD 150 million on digital wine advertising in 2023

    • European Union 2024 Wine Promotion (CMO) 160-200M EUR Export-market promotion funding

    • France (Champagne) 2023-2024 Prestige Cuvée Marketing 450M EUR Champagne category-specific marketing

    • Australia 2023-2024 Digital Wine Advertising 150M AUD Digital advertising including search and DTC channels

    • New Zealand 2024 Wine Promotion 12-15M NZD Export-focused promotion budget

    • United States 2024 Regional Wine Promotion 5-20M USD per region No national wine-only figure available

    • Canada - Province of Ontario: 2024 Wine Marketing Fund $5-7M and VQA Wine Support Programs $7-10M

Table displaying proxy marketing share and spending in millions for various countries, with the United States having the highest share and spending, and the 'Other' category at the bottom.

For Illustrative purposes only

Global Advertising / Marketing Spend

Based on Factual $5.5B spent globally (2023) and $2.1B spent in Europe same period

Chart based on factual $18. 5 billion spent in 2023 on broader alcohol advertising/marketing. Wine estimate to account for 30% of this spend ($5.5B).

Proxy marketing share based on wine production market value for each country plus estimated share of revenue spent on marketing by country.