Greek wine on supermarket shelves is in the midst of a restructuring. Not the financial restructuring that took place a few years ago at well-known, historic brands such as Boutaris and Malamatina.
The market continues to grow, but this growth is no longer distributed in the same way as it was a few years ago. On a shelf where nearly 930 different labels and brands vie for space, the first quarter of 2026 served as the first real stress test for how the new balance of power is taking shape.
Sales in supermarkets totaled 37.5 million euros, up by approximately 4% compared to the same period in 2025. Last year, wine sales in Greek supermarkets reached €161.1 million, up from €149.1 million in 2024, marking an 8.1% increase.
The irony is that, while nearly 930 labels are vying for shelf space, real market power is increasingly concentrated in fewer hands. And, surprisingly, the biggest shake-up in recent years hasn’t come from a major winery but from the chains themselves.
Private-label wines are now the market’s dominant force, with sales exceeding €30.9 million in 2025 and a share reaching 19.2% of the total category. Nearly one in every five euros spent on wine at the supermarket now goes toward private label products.
The rise of private labels coincides with a gradual decline of several historic Greek brands that are attempting to regain lost ground.
Boutaris remains one of the market’s largest branded players, with sales of €4.6 million and a market share of approximately 2.9%, recording growth of nearly 20% in 2025. However, even this performance pales in comparison to the era when the brand was virtually synonymous with bottled wine in the supermarket. Repanis declined by 7%, Malamatina also saw a decline, while several older labels are facing much more intense pressure.
Kalligas lost nearly a third of its sales within a year, Dionysos fell by over 20%, and brands such as Katogi Averof, Mantinia, and certain traditional labels also saw declines.
At the same time, the premium category is gaining strength. Ktima Alpha recorded sales of €4.3 million in 2025, with growth of nearly 17%, maintaining a market share of approximately 2.7%. Vivia Chora grew by 26.7%, reaching €3.87 million, while Hatzimichali saw an increase of over 30%. Data from the first quarter of 2026 confirms this trend.
Another trend that is beginning to gain greater significance is the rise in imported wines, which last year reached a value of €5.88 million (+22% compared to 2024) with a 3.65% market share. These are mainly prosecco, Italian whites, sparkling wines, and value-for-money Spanish labels.