Category: Liz Palmer

Liz Palmer – Wine Journalist receives the 2025 ITER VITIS + The Council of Europe Award for Communication

“I am thrilled and deeply honoured to receive the 2025 ITER VITIS Award for Communication, recognizing my global advocacy in promoting wine culture, education, and responsible tourism.”

The award was presented a few days ago at the ITER VITIS Conference in Thessaloniki, Greece.  This inspiring event brought together international experts and institutions to explore how wine tourism can drive a greener, more inclusive, and innovative future across Europe.

My heartfelt “Thank You” to ITER VITIS – Cultural Routes of the Vine and Wine, the Council of Europe’s Cultural Routes Programme, and to all those working to preserve and celebrate the cultural, historical, and sustainable heritage of wine.

This recognition reinforces my lifelong commitment to advancing the dialogue between wine, culture, and sustainability – connecting people and places through the shared language of the vine.

Stay tuned for a full press release!

Liz Palmer
Thessaloniki, Greece

Raise Your Glass to New Zealand for International Pinot Noir Day – August 18th

There’s something irresistibly seductive about Pinot Noir. It’s the grape varietal that makes sommeliers swoon, winemakers sweat, and wine lovers fall head over heels. And while Burgundy may have long been considered its spiritual home, New Zealand has been quietly (and sometimes not-so-quietly) redefining the Pinot Noir conversation.

This August 18th, as the wine world raises a glass to International Pinot Noir Day, it’s the perfect opportunity to celebrate New Zealand’s most captivating red wine export.

Pinot Noir was first planted in the Wairarapa region of New Zealand’s North Island in 1883, but it wasn’t until 1987 that it was commercially released. By the 1990s, gold medals in Australia and London had propelled New Zealand Pinot Noir onto the global stage. Suddenly, whispers of a “new Pinot powerhouse” were spreading around the wine world.

“New Zealand Pinot Noir is something else,” says Charlotte Read, General Manager Brand at New Zealand Winegrowers. “It leads with a concentrated core of fruit, supported by a vibrant backbone of acidity thanks to our cool climate, and displays the hallmark fragrance and elegant, fine-grained tannins that great Pinots possess. It’s exciting to observe the distinct regional styles that emerge from differences in soil type and climate across the areas where Pinot Noir is grown in New Zealand.”

Pinot Noir is now among the top five most searched red varietals globally, with Wine-Searcher reporting an increase from 10.5% to 15.5% of total search market share. Within New Zealand, Pinot Noir accounted for 32.4% of wine searches in 2024, second only to Sauvignon Blanc.

And it’s not just hype; it’s in the glass. Lively acidity, silky tannins, and versatile food-friendliness make it a natural companion for a wide range of dishes, from roast chicken and salmon to mushroom risotto and duck confit. With more wine lovers gravitating toward fresher, chillable reds, Pinot Noir is perfectly suited to the modern table.

It’s no surprise that Pinot Noir has become New Zealand’s top red wine variety and the country’s second-largest wine export after Sauvignon Blanc, with over 1.5 million cases shipped annually to more than 100 countries. Exports alone reached $2.1 billion in 2024.

So, this International Pinot Noir Day, why not pour yourself a glass and discover why this grape has captured the world’s imagination?

My picks for the occasion:

  • Tarras Central Otago Pinot Noir – vibrant, rich, full-bodied and endlessly drinkable
  • Thornbury Pinot Noir 2019 – classic structure with a rich, fruit-driven
  • Lord Rutherford Pinot Noir 2013 – a cellar gem that showcases how gracefully New Zealand Pinot can age

Raise your glass, take a sip, and let New Zealand Pinot Noir remind you why wine can be both playful and profound!

Global Wine Tourism Soars in 2024 Despite Historic Lows in Production and Consumption

The global wine tourism sector demonstrated exceptional growth and resilience in 2024, according to The Global Wine Tourism Market 2024 report, published by Vinetur on July 16, 2025. Despite a challenging year for wine production and consumption worldwide, wine tourism emerged as a dynamic and vital segment within the broader tourism and beverage industries.

Market valuations for 2024 varied based on methodology. Conservative estimates, focused on core winery activities, valued the market at $11.86 billion, up from $10.53 billion in 2023. Broader analyses, which included spending on accommodation, gastronomy, and cultural activities, estimated the sector’s value as high as $95.88 billion. All credible sources reported strong double-digit growth, with compound annual growth rate (CAGR) forecasts ranging between 4.01% and 13.2% for the coming years.

This strong performance stood in stark contrast to the steep declines in wine production and consumption. Global wine production in 2024 dropped to 225.8 million hectoliters, a 4.8% decrease from 2023 and the lowest output in more than six decades, primarily due to severe weather events affecting vineyards worldwide. Meanwhile, global wine consumption declined by 3.3% to approximately 214.2 million hectoliters, the lowest level since 1961, driven by economic pressures, evolving consumer habits, and growing health consciousness.

Amid these headwinds, wine tourism thrived, bolstered by transformative trends. Central to this growth was the rise of the “experience economy,” as travellers increasingly sought immersive and educational experiences over traditional sightseeing. Wine tourism responded with vineyard tours, blending workshops, harvest participation, and integration with culinary travel. Sustainability also became a major value driver, with many wineries adopting organic and biodynamic practices, water conservation methods, and renewable energy, particularly appealing to Millennial and Gen Z tourists.

Digital transformation further accelerated growth. Online booking platforms, virtual tours, and targeted social media campaigns made wine regions more accessible than ever. Wineries increasingly use technology to deliver personalized experiences and build deeper engagement with visitors.

From a regional perspective, Europe maintained its global leadership with over 51% market share in 2023, led by France, Italy, and Spain. North America, driven by California’s Napa and Sonoma valleys, emerged as a high-value growth engine. Asia-Pacific posted the highest projected growth rates, supported by rising middle-class populations in China, India, and Australia. South American destinations such as Argentina and Chile gained international appeal thanks to favourable exchange rates and distinctive terroirs, while South Africa’s wine tourism sector made a strong post-pandemic recovery.

In Europe:

  • France welcomed approximately 10 million wine tourists in 2024. Bordeaux alone attracted nearly six million visitors despite a small harvest caused by mildew and rain. Champagne drew about 3.5 million visitors, even as global shipments dropped more than 9% due to economic uncertainty.
  • Italy’s wine tourism sector grew by 16%, reaching a value of €2.9 billion. Tuscany remained a top destination with over 15 million tourist arrivals.
  • Spain’s Rioja region set new records with more than 912,000 winery visits.

In North America:

  • The region contributed roughly 25% of global market revenue in 2023.
  • Napa Valley generated $2.5 billion in visitor spending, with an average daily spend of $446 per overnight guest.
  • Sonoma County welcomed over 10 million visitors in 2024, generating $1.5 billion in spending.

In South America:

  • Mendoza, Argentina, increased the number of wineries open to tourism by nearly 60% since 2018, receiving almost 1.6 million visitors in 2024. Domestic travellers accounted for 62% of this total.
  • Chile reached a record 219 wineries open to tourism and welcomed nearly one million visitors.

In Asia-Pacific:

  • The region is expected to grow nearly 15% annually through 2030.
  • Australia benefited from renewed exports to China following the removal of tariffs in March 2024. New South Wales led the country in attracting international wine tourists.

In South Africa:

  • The sector surpassed pre-pandemic levels, with direct GDP contributions of approximately $162 million in 2022.
  • Domestic tourists accounted for 58% of room nights in the Cape Winelands in 2024.

Market segmentation analysis revealed that on-site winery experiences, such as tastings and tours, accounted for more than 57% of offerings in 2023. Festivals and events are projected to grow at a CAGR of nearly 14% through 2030. Domestic tourism provided a stable foundation, contributing 64% of total revenue, while international tourism drove higher growth rates.

Direct bookings remained the preferred choice for 40% of travellers, though online travel marketplaces are rapidly gaining traction due to ongoing digitalization trends.

Looking ahead, the strategic outlook for wine tourism remains optimistic, despite challenges such as climate change, economic volatility, evolving consumer preferences, including demand for low- and no-alcohol options, and inconsistent data collection across regions.

Industry experts recommend that wineries invest in hospitality infrastructure, digital tools, and sustainability practices to appeal to modern travellers seeking authentic, values-driven experiences. Tourism boards are advised to promote integrated regional experiences and support transportation infrastructure, while investors are encouraged to explore diversified assets that combine winemaking with hospitality services.

The global wine tourism sector is shifting from product-centric models to experience-driven value creation, a trend poised to drive continued growth well into the next decade, even as traditional wine production faces mounting pressures.

Liz Palmer named among the “World’s Most Influential Voices” in Wine

I am honoured to be recognized by LocalWineEvents.com as one of the Influential Wine Voices, alongside esteemed colleagues from around the world.

This recognition highlights individuals who are shaping the future of wine through innovation, education, and a shared passion for viticulture, oenology, and global wine tourism.

I remain committed to fostering meaningful dialogue, championing wine culture, and elevating the global conversation around wine through journalism and digital storytelling.

Link to site: https://www.localwineevents.com/influential-wine-voices/liz-palmer

Exclusive Interview with Patricia and María Balbás of Bodegas Balbás – By Liz Palmer

In 2024, Juan José Balbás and Clara de la Fuente entrusted the stewardship of Bodegas Balbás, one of Spain’s most historic wineries, to their daughters, Patricia and María Balbás. This transition marked a significant moment in the winery’s history, as the sisters assumed responsibility as the seventh generation of the Balbás family to lead the enterprise. The origins of Bodegas Balbás trace back to 1777, when Abundio Balbás first began crafting wines from his vineyards. Over the centuries, the winery has maintained its status as a family-owned operation, passing down traditions and expertise through successive generations.

This generational shift coincides with a transformative period for the Ribera del Duero region, which has gained international recognition for its focus on quality and its unique expression of terroir. Within this region lies the “Golden Diamond,” an area renowned for its unparalleled potential to redefine Spanish viticulture. Patricia and María Balbás are resolute in their mission to position Bodegas Balbás as a leader during this pivotal era. Their stewardship encompasses the management of 140 hectares of vineyards, including parcels where some vines are over a century old. These older vines contribute to the complexity and depth of the winery’s offerings.

A defining principle of Bodegas Balbás under the sisters’ leadership is their dedication to authenticity. By cultivating exclusively estate-grown grapes and overseeing every stage of winemaking internally, the Balbás sisters ensure the preservation of the winery’s distinctive character. Their commitment to innovation, sustainability, and heritage underscores their ambition to honor the family legacy while adapting to the evolving landscape of modern winemaking.

Liz Palmer: Which influential women in the wine industry have inspired you throughout your journey?

Patricia & María Balbás: Our mother is the person who has inspired us the most in the industry. When she joined the wine sector, very few women were involved. Since then, fortunately, there has been significant progress in the integration of women. However, it is thanks to cases like hers that today, both of us have experienced such an easy inclusion.

Liz Palmer: Could you share a particularly memorable experience or achievement in your illustrious career?

Patricia & María Balbás: Neither of us has a long career in the wine industry, but in these years, we have faced great challenges, such as the Covid-19 pandemic. That pandemic forced us to develop new strategies and explore new business avenues that we still maintain and support today.

In just a few days, we had to face a complete change in the business structure, move forward in the face of a total shift in the market and society, and that posed a great challenge.

We faced very rapid changes, and one has to be very dynamic to adapt and reinvent oneself.

Liz Palmer: What recent technological innovations have you and your team integrated into your winemaking process?

Patricia & María Balbás: In 2023, we made a significant investment in the winery aimed at specializing our production processes. We introduced smaller stainless steel tanks, concrete tanks, and 2,500 liters fudres, as well as improved the production flow. This has allowed us to be more meticulous in our production, focus even more on quality, and stay at the forefront of the existing technology in the production processes.

Liz Palmer: How do you ensure sustainability and uphold environmental responsibility in your vineyard and winery operations?

Patricia & María Balbás: We are fortunate to produce only from our own vineyards. This allows us to control the entire production process, from the origin until each of our bottles leaves our winery. We do not carry out harmful processes for biodiversity in our vineyards and always ensure manual labor to contribute to the development of local communities. On the other hand, we have several processes for the recovery and maintenance of biodiversity in our vineyards, allowing for the proper development of the local fauna and flora.

Liz Palmer: What are your perspectives on the No and Low Alcohol Wine Revolution, and how has your wine estate adapted to this burgeoning movement?

Patricia & María Balbás: It is true that there is an emerging No Alcohol movement in society. This movement is gaining momentum, and there will come a time of stabilization. What is important is that efforts are focused on preventing the abusive and harmful consumption of alcohol, not penalizing any type of consumption.

As long as it is moderate, the decision to consume or not consume alcohol should be a personal choice and respected.

Liz Palmer: How do you and your team stay abreast of the latest trends and advancements in the wine industry?

Patricia & María Balbás: The best way for us to stay up to date is through direct interaction with each of our clients on a daily basis. This allows us to learn about the latest developments in each market and continue evolving alongside them, together.

On the other hand, attending international trade fairs allows us to see the latest trends each year and understand the evolution of each winery; they represent a meeting point for all the companies involved in the sector, from the producer to the final customer, and are an experience worth enjoying every year.

Liz Palmer: What advice would you offer to young women aspiring to enter the wine industry?

Patricia & María Balbás: We would tell them not to be afraid to venture into this great industry. It’s a very rewarding sector, where you learn new things every day, and the potential for growth is limitless. The integration of women is growing, and more and more of us are taking the lead. We are in one of the best moments, and we must take advantage of it.

Bodegas Balbás Website: https://balbas.es/en/