Panama represents a small but strategically attractive emerging market for New Zealand wine producers. While total market size remains modest (approximately $35 million in 2025), the market structure creates a clear opening for differentiated, premium-positioned products. In particular, Panama’s strong reliance on imports, concentrated distribution channels, and segmentation between low-cost volume products and premium offerings suggest that a focused entry strategy may be viable.
For New Zealand producers, the key opportunity lies in the mismatch between New Zealand’s global export strengths and its current positioning in Panama. Globally, New Zealand wine exports are highly specialized in premium white wines, especially Sauvignon Blanc, yet in Panama, imports are still concentrated in low-value, generic table wine categories, with minimal presence of premium New Zealand products. This gap suggests room for repositioning New Zealand wine around quality, origin, and premium differentiation.
Panama may also be particularly promising because it has become an increasingly attractive destination for expats. Recent expat rankings highlighted by Forbes, based on the 2025 Inter-Nations Expat Insider survey, place Panama first globally as a destination for expats, reflecting its growing appeal among internationally mobile, higher-income consumers (Bloom, 2025). This trend suggests the presence of a consumer segment that may be especially receptive to premium imported wines, including New Zealand white wines.
Overall, Panama should be viewed less as a high-volume market and more as a targeted growth opportunity. For New Zealand producers, the most promising strategy is likely to focus on premium positioning, selective importer partnerships, and channels that cater to expats, tourists, and higher-income urban consumers.
Prepared by Won Lee, PhD
Won Lee, PhD, is a research scientist and economist. He earned his doctorate from the University of Minnesota and has contributed to research projects measuring policy impacts across multiple domains, including K–12 education and wine economics. Visit his website at https://leex5089.github.io/