Wine tourism is gaining traction in Catalonia, but attracting young consumers remains a challenge, according to the 2025 Consumer Barometer presented by INCAVI. Director general Joan Gené met with press to discuss the 2025 harvest and reveal consumption trends across Catalonia.
The harvest is described as transitional, with production recovering but still below historical averages, though grape health is excellent. Regional differences are stark. Penedès saw high rainfall, increasing grape volume by 45% for Cava production, whilst Priorat suffered water stress maintaining lower yields.
The barometer shows growing interest in wine tourism. More Catalans are visiting wineries and wanting to learn about wine production processes. However, younger consumers remain harder to reach. The industry sees engaging youth as a pending subject that needs addressing to secure the sector’s future.
Quality remains high despite climate challenges. Winemakers report impeccable grape condition entering cellars, suggesting another strong vintage despite variable production volumes across different denominations of origin.
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