Increased breathalyser checks are curbing wine consumption in the on-trade, according to Stelios Boutaris, head of Kir-Yianni Estate and president of the Greek Wine Federation (SEO).
He says more frequent breathalyser checks are affecting wine orders in restaurants, as consumers who expect to drive are becoming more cautious. The higher cost of going out is adding to the pressure, further weighing on demand.
But is that demand shifting to the home, and what are Greeks choosing from supermarket shelves? Data from modern grocery retailers point to a market worth €161.1m in 2025.
Despite rising supermarket sales, growth remains in single digits, and there is no evidence that the loss of on-trade consumption due to breathalyser checks is being offset by consumption at home.
Even so, wine is an important category for modern grocery retailers. It ranks 14th among 260 product categories, with sales rising 8.1% in 2025 to €161.1m. The upward trend continued in the first half of 2026, with sales by value reaching €75.6m, up 3.2% from the same period in 2025.
As for competition on the shelves, it is fierce. Data seen by Euro2day.gr show a total of 942 labels. Own-label wine has the largest share, accounting for 19.18% of sales by value, well ahead of branded competitors.
Repanis follows with 3.02%, Boutari with 2.75%, Paranga with 2.73%, Casarito with 2.71%, Alpha Estate with 2.47% and Biblia Chora with 2.45%. Imported wines collectively account for 3.45%. The market shares highlight the market’s fragmentation and the strength of own-label wine.
Meanwhile, Greek production is recovering, although it has yet to return to levels seen in previous years. In the 2025/2026 wine year, it reached 1.65 million hectolitres, up 15% on the previous year but 15% below the average for the preceding five years.
At the same time, the international backdrop remains unfavourable. According to data from the International Organisation of Vine and Wine, global wine consumption fell by 2.7% last year to 208 million hectolitres, while the value of international exports declined by 6.7%.