Spanish Delicacies Joselito and Sierra Cantabria Shine Amid Historic Global Wine Consumption Slump

The esteemed Iberian ham producer Joselito and the renowned winemakers of Sierra Cantabria recently received high honors at a prestigious gastronomic awards ceremony held in New York City. Organized by the Spanish-American Chamber of Commerce, the event served to underscore the significant international recognition garnered by these Spanish brands, which are deeply committed to uncompromising quality and long-standing traditions. This celebration of Spanish excellence occurred against a backdrop of significant structural shifts impacting the global beverage industry.

Accepting the accolades in September 2025 were José Gómez, representing the fifth generation of the family behind Joselito, and Marcos Eguren, a member of the fourth generation leading Sierra Cantabria. Joselito, which is positioned as the pinnacle of quality in its sector, showcased a remarkable vintage sample at the gathering—a ham aged since 2008. This presentation powerfully symbolizes the brand's dedication to the long-term preservation of quality and tradition.

The recognition of these pillars of Spanish gastronomy is particularly notable given the challenging environment facing the global wine market. According to the International Organisation of Vine and Wine (OIV), worldwide wine consumption experienced a sharp decline in 2024, falling by 3.3% compared to the previous year. Consumption reached only 214.2 million hectoliters, marking the lowest figure recorded in over six decades, specifically since 1961.

This dramatic reduction in consumption is attributed to a confluence of factors, including persistent inflationary pressures, pervasive geopolitical uncertainty, and evolving consumer habits. Younger generations, in particular, are demonstrating a clear shift in preference toward beverages with lower alcohol content. Simultaneously, global wine production also contracted significantly in 2024, dropping by 4.8% to 225.8 million hectoliters. This production level also represents a six-decade low, partially driven by extreme climate anomalies that negatively impacted yields, including those in Spain.

Major markets mirrored this downward trend. In the United States, the world's largest wine market, consumption decreased by 5.8%, settling at 33.3 million hectoliters in 2024. This decline was comparable to the 3.6% drop observed in France. Despite the overall reduction in volume, the OIV highlighted that export values remain robust. This suggests a crucial market transition: consumers are moving away from mass-market products and prioritizing higher-quality offerings. This trend perfectly aligns with the established philosophy of the award-winning brands. Sierra Cantabria wines, sourced from the prestigious Rioja and Toro regions, boast a history of 57 years of continuous presence in the U.S. market.

The Spanish sector is actively demonstrating its commitment to adaptation and direct market engagement. As part of the 30th-anniversary celebration of the Spain's Great Match event, master classes focusing on the DO Cava and DO Navarra designations were organized in New York on October 1, 2024. John Barker, Director General of the OIV, emphasized that for the industry to successfully navigate these changes, it must invest heavily in researching new audiences and strengthening its commitment to sustainability principles.