The recent tariff policies implemented by the United States have left a noticeable impact on wine exports from the Canary Islands. Once a key market, the U.S. has seen a sharp decline in imports from the region, known for its unique wine offerings. According to the Spanish Institute for Foreign Trade (ICEX), the Canary Islands’ wine sector saw a 37% drop in revenue from U.S. sales in 2025. Although 2026 shows slight improvement, it is not enough to offset the previous year’s losses.
This downturn follows the U.S.’s decision to impose a universal 10% tariff in April 2025, later increasing to a general rate of 15% by August, with limited exemptions. Jonatan García, a winemaker from Suertes del Marqués in Tenerife, notes that this has stalled growth in what was once an expanding market for Canary wines.
The average tariff on agricultural imports to the U.S. has risen from under 4% to over 16%, the highest since 1930, posing an additional challenge for Canary wine producers. Despite these hurdles, the region’s strategic location and unique wine characteristics have maintained its niche appeal, attracting international consumers willing to pay premium prices.
Jonatan García points out that while a bottle sold for 12 euros locally can fetch nearly 24 euros in the U.S., his business has mitigated losses through international diversification, exporting to over 40 countries. However, wineries heavily reliant on the U.S. market have had to pivot to other regions.
Theo Hernando, Secretary General of the Canary Islands Farmers and Ranchers Association, emphasizes the ongoing efforts to explore new markets like Japan and China, despite their declining alcohol consumption. Previously, the U.S. accounted for nearly a third of Canary wine exports outside the EU. In 2023, it received 102,900 liters, representing 32% of exports with Protected Designation of Origin. However, after nearing one million euros in 2024, revenue fell by 37% in 2025 to under 600,000 euros.
Early 2026 data indicates a modest recovery with a 2.6% increase by June, though these figures should be interpreted cautiously, as they only reflect the first half of the year compared to the same period in 2025. The full impact will be clearer by the end of 2026.
