The Spanish Wine Market Observatory (OEMV) has reported a rise in the revenue of wine exports, reaching a new high of 2,990.5 million euros in February 2023, despite a decrease in the volume of liters distributed. This trend reflects a global shift towards higher-valued wines, with an increase in prices due to heightened costs and monetary policy issues, alongside a trend towards more expensive wines. Meanwhile, wine consumption in Spain is stabilizing, with the market seeing potential for recovery as some price increases are being absorbed by consumers. The OEMV also emphasizes the importance of attracting new consumers, especially Generation Z, by offering appealing packaging and labels, and promoting fresh, easy-to-drink wines.