Julia Joubert of Robinson and Sinclair with their Luxembourgian importers at Bellamy Bar and Cookery in Luxembourg.
With one of the highest per capita wine consumption rates in the world – approximately 56 litres per person annually – this tiny Grand Duchy offers a strategic opportunity for international wine producers, particularly those from South Africa.
Over the past year, I’ve had the privilege of working alongside a passionate importer who has helped bring a curated portfolio of premium South African wines to this discerning, high-potential market. Through this collaboration, we've carved out space for names like Joubert-Tradauw, Nuiba, Rhebokskloof, and Cape Point Vineyards, with more to come.
Here’s what we’ve learned – and why we believe this small market deserves a place in South Africa’s export strategy.
An import-reliant market with global curiosity
Luxembourg’s domestic wine production – focused in the Moselle Valley – sits around 12.4 million litres annually. Yet demand exceeds 35 million litres, making Luxembourg a net importer and good opportunity for international suppliers.
Imports account for over 22 million litres, sourced mainly from France, Germany, Belgium, Italy, and Spain. South Africa, while still considered a secondary player, is starting to make its mark.
This is a market that values quality over quantity. The fastest-growing segment is the mid-range (€8-15), and the premium (€15-30) bracket continues to gain traction, especially in the on-trade.
From a logistics perspective, Luxembourg’s position as an EU distribution hub makes it ideal not just as a destination market, but as a stepping stone into Benelux and greater Europe.
The players
The Luxembourg wine scene is defined by a tight-knit ecosystem of:
- Local producers: Vinsmoselle (the country’s largest cooperative), Domaine Mathes, Domaine Viticole Schumacher-Knepper, and Domaine Leon Beck remain cornerstones of Moselle production.
- Importers and wine merchants: Caves Bernard-Massard, Wengler Châteaux et Domaines, and other regional players dominate wine retail and restaurant supply.
- Supermarket chains: Cactus, Auchan, and Delhaize provide wide access to domestic and imported wines. Aldi and Lidl also feature growing wine selections.
- Independent importers: This is where we feature. Our importer works directly with restaurants, wine bars, and private wine collectors – sectors that allow for storytelling, engagement, and more thoughtful positioning of South African wines.
Consumer behaviour: New world discovery
Luxembourg consumers have a high level of wine knowledge, shaped by their proximity to France and Germany. Traditional white varieties such as Riesling, Pinot Blanc, Auxerrois, and sparkling crémant remain a focus in consumer preferences and national identity.
However, a growing multicultural population (47.3% of residents are foreign nationals) is shifting the dynamic.
“The Luxembourg consumer is becoming more adventurous,” our importer notes. “They want wines that are sustainable, authentic, and expressive. They want to know what’s behind the label, through storytelling.”
Yet, awareness remains low. Many consumers don’t know much about South African wine – not because of disinterest, but because of a lack of exposure.
The challenge – and the opportunity
While Luxembourg imports many international wines, the market is heavily saturated with traditional European labels. France, Italy, and Spain dominate shelf space and wine lists.
Market gap for us?
- South African reds (Pinotage, Syrah, Bordeaux-style blends) are underrepresented.
- Premium whites (Chardonnay, Chenin Blanc, Sauvignon Blanc) offer great quality-to-price. Not too heavily oaked and fresh.
- Sustainably farmed/regenerative agriculture and biodynamic wines. Orange and skin-contact wines are interesting. (Example: the Swartland) or innovative expressions – including amphora-aged and other distinctive small-batch offerings.
“We find South African wines truly surprise sommeliers,” says our importer. “There’s texture, balance, depth.”
One of the joys of working in this market is watching how personal connections can create long-term loyalty.
Not long ago, I walked into a restaurant for a tasting to get our wines on their wine list. Of all of the wines that stood in front of him, the owner picked up our Joubert-Tradauw Chardonnay and paused. “I know this wine,” he said. What followed was a remarkable moment: a story about how, a decade earlier, he’d met the winemaker – my father – after his car broke down in Barrydale, South Africa. That chance encounter led to Sunday lunch at the farm and years of return visits.
Ten years later, in Luxembourg, he held the same wine in his hands – this time poured by the winemaker’s daughter, by chance.
That’s the power of wine: It travels. It connects through experiences.
Our strategy: Long-term
We’ve focused on on-trade and private clients first – targeting sommeliers, chefs, and wine collectors.
This direct-to-palate approach allows us to:
- Create ambassadors in the culinary world
- Hand-sell wines that require explanation or education
- Introduce lesser-known producers through food pairings/tastings
Once stock levels and visibility increase, we aim to expand into the retail sector with carefully selected partners. For example, hotel groups/restaurant chains in the south and Michelin-starred restaurants.
Vineyards in the Moselle Valley, Luxembourg.
Tips for exporters: What you need to know
1. Start with the right partner
Luxembourg is a relationship-driven market, and a few niche importers who dominate the market (such as Taste of Africa) focus on South African wines. Don’t limit your outreach to just South African importers that dominate the market – think bigger. Consider partnering with broader international importers who already service high-end restaurants, wine bars, or retailers across multiple countries, even if you begin with a limited SKU offering and the first SA offering in their portfolio.
The key is to work with partners who understand the local distribution and can place your wines where they’ll be poured, not just displayed.
And perhaps most critically: visit the market in person. Nothing replaces face-to-face tastings and relationship building.
2. Understand local tastes
Luxembourg consumers show a strong preference for white wines, food-friendly styles that reflect their Moselle roots. However, there’s growing interest in alternative styles, like skin-contact or amphora-aged wines, and sparkling wines, especially in the crémant style.
3. Position with purpose
South African wines are still gaining recognition, so how you frame your offering matters.
Lead with your story – the terroir, the people, the craft. Offer educational tools to help your importer educate sommeliers and restaurant staff. Videos, online material, Zoom tastings, etc.
4. Price smartly
The €8-15 segment is where the market moves – it’s accessible. That said, there’s a solid appetite for premium wines (€15-30), especially in the on-trade and private client space.
Why Luxembourg matters for SA
Luxembourg is not just a market – it’s a strategic access point to Europe with its affluent population, big South African expat community, and high wine literacy. It’s one of Europe’s wealthiest and most globally connected markets. The country built its modern economy by becoming a financial powerhouse – home to the European Investment Bank, numerous corporate headquarters, and one of the world’s largest fund management sectors.
Nearly half of the population is made up of expatriates, bringing a multicultural, open-minded energy to everyday life.
- Import-driven: Local production can’t meet demand – so imports are vital.
- Affluent and curious: Consumers pay for quality.
- Globally influenced: Multicultural tastes create space for new styles and origins.
- Trade-friendly: EU access and smooth logistics and distribution.
“This market is hungry for something different,” says our importer.
Looking ahead: Building the bridge
There’s still education to do. Still conversations to have. But the foundation is strong – and the timing is right.