From Vineyard to Market: Analyzing Production, Consumption, and Internationalization of Greek Wine

Andreas Konstantinou¹, Paraskevi Boufounou^2*, Stavros Zografakis³, Kanellos Toudas⁴ and Chrisovalantis Malesios⁵

¹Department of Agricultural Economics and Rural Development, Agricultural University of Athens, 75 Iera Odos Av, 11855 Athens, Greece, email: a.konstantinou@aua.gr  

 ²Department of Economics, National and Kapodistrian University of Athens, 1 Sophocleous Str., 10559 Athens, Greece, email: pboufounou@econ.uoa.gr

 ³Department of Agricultural Economics and Rural Development, Agricultural University of Athens, 75 Iera Odos Av, 11855 Athens, Greece, email: stazog@aua.gr

 ⁴Department of Agribusiness and Supply Chain Management, Agricultural Univ. of Athens, 75 Iera Odos Av, 118 55 Athens, Greece, email: kstoudas@aua.gr 

 5Department of Agricultural Economics and Rural Development, Agricultural University of Athens, 75 Iera Odos Av, 11855 Athens, Greece, email: malesios@aua.gr

* Corresponding author

ABSTRACT

This study investigates the evolutionary trends and structural changes in the Greek wine sector, focusing on production, export flows, and domestic consumption patterns over the past decades. It aims to assess the factors shaping the sector's competitiveness, taking into account global market conditions, the impacts of climate variability, and the institutional framework set by European and national agricultural policy. This analysis is particularly relevant for Greece, as the wine sector constitutes a significant component of national cultural heritage and rural livelihoods, while also being directly influenced by the European Union's Common Agricultural Policy, making the study of its structural dynamics essential for informed policymaking and sustainable sectoral development. The analysis draws on secondary data from international and domestic statistical sources covering the period 1960–2025. Correlation analysis and linear regression were applied to map the structural relationships between key variables, including production, exports, and relevant economic indicators of the sector. The findings reveal a notable decline in domestic demand and relative stagnation in production, despite a significant increase in export performance in recent years. Statistical evidence points to a positive correlation between production, exports, and consumption.

These results suggest that the Greek wine sector is in a transitional stage, in which strengthening its extroversion, adopting innovative practices, and strategically exploiting comparative advantages are prerequisites for sustainable development. An integrated strategy emphasizing quality and diversification appears necessary to reinforce the international presence of Greek wine.

Keywords: Greece, production, exports, consumption, wine sector, internationalization

JEL Classification Codes: Q13, Q17, L66