In recent times, geopolitics has been moving at a frenetic pace. Headlines about declining consumption alternate with narratives around new market opportunities, leaving many with more questions than answers.
Emerging markets—once considered unreachable—such as Asia and South America, have instead become key reference points for growth and expansion. Africa, too, should not be overlooked: its growing demand for European wine is creating fresh and concrete development opportunities.
Take the long-debated Mercosur agreement, for example. Conflicting opinions and differing market visions have slowed down product exchange, yet at the same time it represents a major global economic opportunity for wine.
I believe that opening trade will certainly bring more South American wines into Europe at competitive prices. However, these will likely represent only a small portion of the market. The other side of the coin is far more interesting: vast new markets where the desire to drink—especially European wine—is steadily increasing.
Asian markets, in particular, are curious, dynamic and eager to learn. They want to discover territories, production areas, winemakers, and the stories of vineyards and lives behind the bottle. Here, the real challenge will be incoming: inviting people to experience these places firsthand. The charm of each territory will become the true driver of wine export success.
We should also pay close attention to markets in constant “ferment,” such as Eastern Europe. Although still somewhat unstable and continuously searching for new trends, these markets are becoming more structured thanks to clearer policies and new legislation. What were once “anything goes” markets are now increasingly regulated, with specific rules governing wine import and distribution.
Then there is Northern Europe. Often perceived as cold and unappealing, it is gradually becoming a solid frontier for wine exports. These are markets that require careful study and adaptation to consumer demand, navigating unique—but manageable—regulatory frameworks, all while serving consumers with strong and growing interest in wine.
North America, despite the fear it often inspires—especially around tariffs, announced one day and postponed the next—remains the largest food and wine consumption market in the world. People want to eat and drink European products. Even when everything seems to be working against us, this is still the market where we must invest twice as much: building new commercial networks and developing innovative marketing strategies to support distributors. The real challenge in the U.S. market is reaching the consumer’s heart through new communication opportunities—this is the true frontier.
I strongly believe that rating, evaluation, enhancement and promotion—what we do every day at Zosimo Wine Critic—are powerful tools for evolution and cultural growth in global markets. Every score must be accompanied by knowledge, storytelling and new ways of communicating, guiding the consumer all the way to the glass and helping them choose in front of a wine shop shelf.
Every consumer should be supported by the words of a sommelier in a restaurant, a salesperson, an agent, an importer or a distributor—people who, like us, truly love this wine world.
There will be many new developments this year. The number of countries where we are active will grow from 34 to 50. We will continue communicating in 9 languages, supported by a strong integration of technology, new web and social platforms, and innovative international development programs—always staying close to every winemaker who produces with passion and wants to export their wine worldwide.
That is why 2026 will be a great year.
The markets are waiting—and if wine calls, we will be there.
Happy 2026
Ad maiora
Zosimo
