An Execor and Altagamma report highlights the prestige and investment appeal of fine wine, as well as the rebound of the fine dining industry, amid shifting consumer trends and market developments.
The Market
The fine wine market plays a crucial role in the global luxury industry, with an estimated value of €30 billion in 2024. Positioned at the intersection of at-home wine consumption and dining out, this category remains an essential part of the €1.48 trillion luxury market. Despite its relatively small size, it caters to a wide range of consumers. The fine dining sector is rebounding quickly, with growth expected to reach 27% from 2022 to 2024, reaching a projected market value of €28 billion. Europe leads this sector, hosting over half of the world’s 14,000 high-end restaurants.
These insights are drawn from the first-ever Fine Wines and Restaurants Market Monitor report, produced by Execor in collaboration with Altagamma, and unveiled at Vinitaly, one of the world’s leading wine and spirits exhibitions.
Although fine wines account for just 1.5% of the total wine market by volume, they represent 11% of the market’s total value, underscoring their premium pricing compared to mass-market wines. While their market share is smaller than that of other luxury sectors such as fashion (20–25%) and beauty (15–20%), fine wines maintain a significant presence in the high-end market.
After a decade of steady growth, the sector experienced a slight decline of 2–3% in 2024, the first downturn since the COVID-19 pandemic. This decline was driven by cautious consumer spending, primarily influenced by inflationary pressures that led many consumers to opt for less premium options. Additionally, younger generations are increasingly choosing to drink in moderation.
“Fine wines stand at the crossroads of luxury, celebration, and investment,” said Rebeca Lopes, a partner at Execor and head of the firm’s global Fashion & Luxury practice, who is also the lead author of the study. “They are an essential part of daily indulgence for high-net-worth individuals, a cherished component of celebrations for many consumers, and a valuable investment for collectors. Whether enjoyed regularly, during special occasions, or as part of a curated collection, fine wines embody prestige, passion, joy, conviviality, and a deep appreciation for quality.”
“They are an essential part of daily indulgence for high-net-worth individuals, a cherished part of celebrations for many consumers, and a valuable investment for collectors. Whether enjoyed regularly, on special occasions, or as part of a curated collection, fine wines embody prestige, passion, joy, conviviality, and a deep appreciation for quality.”
A legacy-driven, fragmented, and Western-dominated market
The fine wine industry is a unique mix of large-scale market leaders and small-scale, hyper-fragmented producers. The top 10 brands hold 35% of the market share—comparable to luxury goods (39%) and high-end design (29%)—yet the market exhibits even greater fragmentation at the long tail, with over 400 players contributing to its structure. The market spans three key segments: Collector (€1–2 billion), Connoisseur (€8–9 billion), and Cult (€19–20 billion), each with evolving competitive dynamics and distinctive routes to market.
Despite its history, the fine wine market remains predominantly Western-centric. In 2023, Europe produced 75% of fine wines, while the Americas and Europe accounted for 80% of consumption. The Asia-Pacific (APAC) and the Middle East and Africa (MEA) regions account for just 5% of production and 20% of demand, though these regions are showing increasing growth potential. The market is projected to reach €30 billion by 2024, with Europe maintaining the lead.
Premiumization
The consumption of fine wine has undergone significant premiumization over the past decade, driven by a shift toward quality over quantity. This “drink better” movement has been particularly strong in the post-pandemic era, reinforcing fine wines as a stable asset. Despite economic fluctuations, consumer demand for high-quality drinking experiences has remained resilient, positioning fine wines as a stable asset. This long-term trend of “drinking better” rather than “drinking more” highlights the ongoing evolution of the wine industry, with fine wines showing notable recovery and growth in the post-pandemic era.
Fine dining reinvented: the rise of experiential luxury
The fine dining industry is rebounding rapidly, with 27% growth projected from 2022 to 2024, reaching a market value of €28 billion. Europe leads the sector, home to over half of the world’s 14,000 high-end venues. While traditional fine dining still dominates (98% of venues), immersive experiences—blending food, entertainment, and social engagement—are on the rise, set to capture 15–20% of the market by 2024. Fine wines remain integral, with wine pairings accounting for up to 40% of starred restaurant revenues in some cases, contributing an estimated overall value of €6–7 billion by 2024. More than 50% of the wine consumed outside the home is sparkling (whether Champagne or other varieties)—largely associated with celebratory occasions, but also increasingly integrated into wine tourism experiences. In the wake of the pandemic, customers are seeking authenticity, shared experiences, and emotional engagement, transforming restaurants into cultural and social hubs.
New challenges: Consolidation and climate change are reshaping the sector
The U.S. is leading a wave of consolidation in the fine wine sector, with 30 M&A deals annually totaling $8 billion—transaction values doubled from 2022 to 2023. Europe is following suit, with Italy and France closing 10 deals in 2024. This trend is driving market expansion, innovation, and resilience amid economic volatility, setting new industry benchmarks. At the same time, climate change is redrawing the wine map. Southern regions face rising temperatures (+3°C from flowering to harvest in 2024) and extreme droughts (-50mm rainfall), threatening traditional vineyards. Meanwhile, northern areas like Denmark will gain ground with longer growing seasons and milder conditions. If the climate challenge is not addressed, Cabernet Sauvignon—once exclusive to southern Europe—may thrive in central and northern regions by 2100. To adapt, the industry must invest in policy reforms, agricultural technology, and collaborative solutions to ensure a sustainable future. From 2015 to 2024, major Italian fine wine brands maintained steady earnings before interest and taxes (EBIT) margins of 15–17% despite market swings. Despite France’s dominance—nine of the top 10 brands and a 95% share of retail value—Italy’s diversity offers growth potential and unique storytelling opportunities, with 20 wine regions and 1,000 grape varieties (compared to France’s 13 regions and 250 varieties).