The Asian and European markets have stepped up in the fine wine sector, according to the latest Liv-ex data. 

Considering buyer geography for fine wine, the insight provider said that European purchase value was up 48.2% in 2025 compared to 2024. Likewise, Asia was up almost 20%. 

Liv-ex predicted that this would continue throughout 2026. “The Asian market is showing green shoots. The European market has stepped up and looks set to continue to do so into next year,” it said. 

The US, on the other hand, showed a negative trend, with purchase value down 43.6% on 2024 levels. The same was true, though to a much smaller extent, of the UK, where purchase value also decreased. 

On the US market, Liv-ex pointed to Trump’s tariffs as a negative and ongoing factor for 2026 as well. “The US trade continues to lobby for wine to be excluded from tariffs. While US merchants will naturally have to continue to import European wine, while tariffs are in play, US demand will continue to be muted,” it explained. 

Region breakdown 

In terms of a regional breakdown, Bordeaux’s average trade share continued to slip, down to 35.5% from 36.3% last year. Liv-ex described the 2024 En Primeur campaign as “disastrous,” with sales from top UK merchants down 60%. 

Likewise, Burgundy’s share faltered, falling from 22.5% to 21.4%, with instability apparent at the lower end. 

Italian fine wine producers were particularly impacted by tariffs in the US, with total US purchase value down 50.2% for the year. 

At the same time, however, value across all buying geographies managed to increase by 0.5% for Italy, largely thanks to European producers buying more Tuscan wine.