How wine, whisky and other spirits travel the world?

Earlier this year, I was in Nairobi for our flagship event—Flower and Perishable Logistics Africa. After two days of intense sessions and insightful conversations, the team and I finally exhaled on the rooftop of Emara Ole Sereni. As the sun sank over Nairobi National Park, we sipped on French wine, paired with freshly grilled chicken steak and buttery local avocados. The moment felt serene, almost cinematic. But amid the laughter and casual chatter, a question quietly crept into my mind—how do these bottles of French wine, Scottish whisky, or American bourbon find their way to such distant corners of the world, from vineyards or distilleries to rooftop tables like ours?

That fleeting question opened the door to a world few of us think about: the complex, highly regulated, and temperature-sensitive journey that alcohol takes across international borders. Behind every bottle is a vast and intricate logistics network shaped by packaging standards, customs laws, and shifting global demand. It’s not just about moving goods—it’s about preserving craftsmanship, compliance, and quality at every step.

“The shipment of rare, vintage, collectable, and high-value wines requires a different approach. Such wines are typically transported by air under maximum control and security, ensuring safe delivery to the awaiting customer.”
Horst Mueller, Kuehne+Nagel

DHL, for instance, points out that alcohol can indeed be shipped internationally, but not without conditions. High-alcohol beverages such as wine, whisky and vodka may be classified as flammable depending on their alcohol content, requiring a Material Safety Data Sheet (MSDS), clear hazard labelling (like Class 3 Flammable Liquid), and leak-proof packaging. Customs duties, excise taxes, and import restrictions differ by country—Singapore, for example, requires import permits, while EU nations impose varying VAT rates. For bulk shipments, DHL recommends solutions such as flexitanks, ISO tanks, or drums—each chosen based on the type of alcohol and volume—alongside meticulous documentation to ensure smooth and compliant transit.

The backbone of alcohol logistics
"Sea freight is still the go-to for international moves, whether it’s wine in bulk or bottles," says Oriol Nomen, Director of the World Wine Cargo Alliance (WWCA), the first global network of freight forwarders dedicated to transporting wine, beer, and alcoholic beverages. "Road transport is big within Europe, both for bulk and final-mile distribution. Airfreight is used less, but it’s key for urgent or high-value cargo—like limited editions or event-related shipments."

According to Horst Mueller, Global Head of Sea Logistics VinLog at Kuehne+Nagel, "Wine is usually transported via sea freight. The packaging method depends on the product and whether it is shipped in bottles or in bulk. If the wine is already bottled and packed in cases of six or twelve bottles, the cartons are placed on pallets and often shrink-wrapped. This helps prevent movement during transit and ensures the integrity of the cargo."

Mueller also mentioned that in some cases, wine is shipped in bulk rather than in individual bottles to maximise container space, reduce shipping costs, and reduce carbon footprint. “For these shipments, our teams use flexibags or ISO tanks. A single flexitank can hold the equivalent volume of wine found in two and a half 40-foot containers of bottled wine,” he added.

"Depending on the type of wine, refrigerated (reefer) containers may be used. These offer full temperature control and protect the wine from the effects of temperature fluctuations. For wines transported in dry containers, additional protection such as thermal blankets may be applied," Mueller explains. "Naturally, the shipment of rare, vintage, collectable, and high-value wines requires a different approach. Such wines are typically transported by air under maximum control and security, ensuring safe delivery to the awaiting customer. Each wine has its own requirements, its own temperament if you will, and at Kuehne+Nagel, we ensure it is delivered in the same quality in which it left the vineyard."

When air freight becomes essential
"Every autumn, Lufthansa Cargo transports around 500 tonnes of young red wine to Japan alone – primarily Beaujolais Nouveau," says Anand Kulkarni, Head of Global Markets at Lufthansa Cargo. "These shipments are concentrated in a narrow window at the end of October and early November to ensure arrival before the official global release date, the third Thursday of November. During peak season, single flights – especially extra sections – can carry up to 50 tonnes of wine."

"Currently, the maximum capacity per flight to Narita International Airport (NRT) is about 32 tonnes on freighters and up to 8 tonnes on passenger aircraft. Despite a declining overall market, Lufthansa Cargo has maintained a strong market share thanks to its dedicated freighter capacity between Europe and Japan and decades of experience in handling time-critical and sensitive shipments," Kulkarni notes.

"Every autumn, Lufthansa Cargo transports around 500 tonnes of young red wine to Japan alone – primarily Beaujolais Nouveau.”
Anand Kulkarni, Lufthansa Cargo

"In general, Lufthansa Cargo transports a wide range of alcoholic beverages, focusing on timely and urgent shipments with high value," Kulkarni adds. He also added that shipments are maintained within a specific temperature range throughout airport-to-airport transportation. Customers can choose whether shipments should be transported in predominantly temperature-controlled cargo holds and environments between +2 to +8°C, +15 to +25°C, or even as frozen bookings.

Where do spirits fly to?
According to James Golding, Head of Aviation - Cargo and Airline Partnerships at Heathrow Airport, "The UK’s trade in alcoholic beverages - encompassing both imports and exports - has reached a total value of £217.5 million, with 1,365 tonnes of goods flowing across its borders."

"At the forefront of this trade is still wine made from fresh grapes, accounting for a commanding £133.9 million and 530 tonnes. Whiskies followed closely with £59.4 million in value and 496 tonnes traded. Sparkling wine secured third place with £17.7 million and 134 tonnes," Golding shares.

He mentioned that the top five export destinations by value are Hong Kong, the United States, Singapore, Japan, and Vietnam. On the import side, the top five are the United States, Singapore, the Netherlands, France and Italy.

"This robust figure highlights the country’s dynamic role as both a consumer and distributor of alcohol products on the global stage," Golding concludes.

Challenges on the ground
"One of the challenges Lufthansa Cargo faces when transporting alcohol globally is navigating the complex and highly variable customs regulations across different countries," says Kulkarni. "Each destination has specific rules concerning alcohol importation, including volume restrictions, labelling requirements, documentation, and tax or excise duties. Ensuring compliance with these differing regulations requires precise coordination with shippers and authorities."

"Additionally, alcohol is often classified as a controlled or sensitive good, meaning it may require special licenses, pre-approvals, or declarations. Cross-border shipments must therefore be meticulously documented to avoid delays or penalties," Kulkarni adds.

Mueller pointed out that wine can be temperamental and highly sensitive to external elements such as temperature, humidity, dry air, and even light exposure. It is their primary responsibility to protect it from these conditions, using appropriate packaging and the most suitable mode of transport.

"Naturally, customs clearance can sometimes lead to delays. However, when all documentation is properly prepared and complies with local regulations, there is little cause for concern. Preparation is key," says Mueller.

The digital turn in alcohol supply chains
"What our customers truly value is the visibility and transparency we provide," Mueller notes. "Digital tools such as our myKN platform enable them to track their shipments and maintain full control over the process. We have invested into a dedicated wine order management system allowing us to provide visibility from the supplier all the way to the final destination."

"We have over 100 VinLog professionals across 19 countries, ready to respond to any queries and advise our customers on the most suitable logistics solutions," adds Mueller.

"Some WWCA members now use smart tracking with temperature sensors, especially for premium shipments," says Nomen. "Others are experimenting with blockchain for documentation and compliance. We’ve also seen AI tools for route planning and quoting systems that help agents serve smaller or D2C clients better."

Who drinks what, and where?
"At WWCA, we’re seeing some clear trends that are changing the way alcohol is moved around the world," says Nomen. "First, there’s been a solid post-Covid rebound—especially in premium categories—both in traditional markets and newer ones. Demand in Asia is climbing again, with China, South Korea, and Southeast Asia showing more interest."

Agreeing with a similar observation, Nico Le Roux, Business Development Director at Glasgow Prestwick Airport, says, "Although China is not a big market for Scottish whisky like Korea and Japan, the market for high-end scotch is increasing."

“We’re seeing strong growth in premium spirits from Latin America (mezcal, cachaça) and Asia (soju, Japanese whisky), organic and sustainable wines, and direct-to-consumer models.”
Oriol Nomen, WWCA

"The US remains the world’s biggest consumer of wine and spirits, and we feel it in the constant flow of inbound shipments. But it’s not just volume—it’s more variety. Importers are looking for organic wines, niche regions, and premium spirits like aged rum and mezcal," Nomen adds.

Europe still leads the pack for exports—Italy, Spain, France, and Portugal dominate in wine, and the UK and Ireland are major players in spirits (especially whisky and gin). Mexico’s tequila and mezcal remain strong, and Chile and Argentina continue to perform well too, added Nomen.

Busy trade lanes and seasonal peaks
"There are three main peaks: Pre-summer from April to June, holiday run-up from September to November, and harvest season from March to May in the southern hemisphere," says Nomen. "We help members prepare for these with early bookings, capacity planning, and close coordination with carriers."

"Some of the busiest routes in our network are: Western Europe to North America, Southern Europe to Asia-Pacific, UK and Ireland to LATAM, Mexico to Europe, and Chile and Argentina to Europe and North America," he adds.

Premium, sustainable, and direct
"We’re seeing strong growth in premium spirits from Latin America (mezcal, cachaça) and Asia (soju, Japanese whisky), organic and sustainable wines, and direct-to-consumer models," Nomen explains.

"The next frontier in alcohol logistics lies in how well we understand the value behind each bottle—be it economic, cultural, or emotional," Nomen concludes. "Logistics isn't just about efficiency anymore; it's about storytelling, sustainability, and strategic positioning in a competitive global market. Those who combine deep product knowledge with flexible, tech-driven solutions will set the standard for this evolving sector."

Every bottle tells two stories
From a rooftop bar in Nairobi to a fine-dining restaurant in Hong Kong, from the sun-kissed vineyards of Bordeaux to the age-old distilleries of Speyside—every bottle of wine or spirit carries not just the story of its maker, but also of its journey. Behind that journey lies a global logistics network, ensuring that the wine tastes as intended, the whisky retains its character, and every delivery meets expectations.

“The UK’s trade in alcoholic beverages - encompassing both imports and exports - has reached a total value of £217.5 million, with 1,365 tonnes of goods flowing across its borders.”
James Golding, Heathrow Airport

According to Hillebrand Gori – a DHL company, demand for wine and alcohol exports remains strong, especially from traditional production regions. Wineries in France, Italy, and Spain, along with producers across South America, continue to see sustained interest from key consumer markets such as the United States, Japan, South Korea, and the fast-growing economies of Southeast Asia.

Much of the early-year shipping volume is being driven by pre-Chinese New Year demand and proactive inventory replenishment by global distributors eager to stay ahead of evolving supply chain uncertainties.

Yet, these exporters face mounting logistical challenges. Lingering port congestion, vessel rerouting around the Cape of Good Hope, and rising costs linked to the EU Emissions Trading System (ETS) are reshaping freight strategies and increasing cost pressures. These dynamics are compelling alcohol shippers to rethink their planning cycles and adopt more resilient logistics frameworks.

To strengthen its leadership in beverage logistics, Deutsche Post DHL Group completed the €1.5 billion acquisition of J.F. Hillebrand Group AG in 2022. By merging Hillebrand with its long-time subsidiary Gori, the company launched a unified brand: Hillebrand Gori – a DHL company. Together, they bring decades of experience in wine, spirits, beer, and bulk liquid transport, creating a single global platform for premium beverage logistics.

For logistics providers in this space, the job goes far beyond moving bottles. It requires meticulous coordination—balancing regulatory compliance, maintaining packaging integrity, and handling temperature-sensitive goods with precision. As premium shipments grow and direct-to-consumer channels expand, these elements become even more critical.

In a tightly regulated, seasonally driven industry, logistics is a core ingredient in every pour. As global tastes diversify and trade routes evolve, the logistics of alcohol is no longer just about distance and timing—it’s about precision, preservation, and purpose.

Because every bottle that arrives intact and on time carries more than just liquid—it delivers the story of a journey, protected and preserved all the way from source to sip.