“Many everyday wine drinkers are simply shocked to know that Slovenia makes good wine.”

“Most Americans wouldn’t be able to find Slovenia on a map, even though it borders Italy,” says Daniel Lukin-Beck, general manager of Vinum Importers. “Many people lump former Yugoslavian countries into an ‘Eastern European’ category without understanding their distinct histories. When consumers first encounter Slovenian wine, they’re often surprised that it even exists — let alone that it’s great,” he says.

Those who do recognize Slovenia may recognize its well-photographed Lake Bled and the steepled church that seems to float atop it. Yet, despite Slovenia’s modest size — just over 7,800 square miles — it’s the wines that have been making an impact in the U.S. Growth in exports parallels increased demand for natural and minimal intervention winemaking and smaller producers, and curiosity around indigenous grape varieties. It helps that Slovenian wines are priced competitively, especially should the new administration’s threatened tariffs come to fruition.

Situated at the intersection of Central and Southern Europe, Slovenia borders Italy, Austria, Hungary, and Croatia. Like its neighbors, winemaking dates back centuries, starting with the Celtic and Illyrian tribes in 400 BC. Romans further expanded viticulture in the first century BC.

Winemaking continued through the Middle Ages, flourishing thanks to monasteries. In the 14th century, the Slovenian territories came under the rule of the Habsburg dynasty. A relic of Slovenia’s long winemaking history can still be seen in Maribor where the world’s oldest vine, estimated to be over 450 years old, continues to grow.

Slovenian wine endured shifts in power and phylloxera, but the most consequential challenge of the 20th century came under communist rule when Slovenia formed part of Yugoslavia. During this period, the government controlled wine production, encouraging wineries to focus on volume game for supermarket chains while prohibiting private ownership.

After gaining its independence in 1991, Slovenia’s winemaking revival began in earnest, with the next generation of small producers helping redefine the country’s wine identity.

Creativity has thrived, leading to the rise of personal brands that reflect a more dynamic, quality-driven industry. Today, the country is home to approximately 2,500 wineries, producing between 8 and 9 million liters of wine annually.

A Market on the Rise

The past decade has seen a shift in Slovenia’s presence in the U.S. market. “The changes have been drastic,” says Lukin-Beck. “What was once a niche category in distributor portfolios is now a core driver for many.”

This growth stems from two key factors: the increasing willingness of wine drinkers to explore lesser-known regions and the availability of high-quality Slovenian producers now equipped for export. “A big part of this coincides with the rise of the natural wine movement,” Lukin-Beck explains. “While Slovenia has many natural winemakers, the broader shift in perception is even more crucial. People are more open to stepping outside of classic European wine regions, especially as pricing for traditional areas becomes prohibitive.”

Peter Gönc of Gönc Winery, located in Ptuj in the Podravje region, exemplifies this shift. Known for working in a minimal-intervention style, often with skin contact, Gönc produces wines that align with the growing preference for natural and artisanal winemaking. The winery also stands out with its bold, rock’n’roll-inspired labels, a branding choice that has helped attract a new wave of adventurous wine drinkers.

Despite this growth, there’s still work to do in overcoming consumer unfamiliarity. “Our goal is to help wine drinkers recognize that Slovenia makes wine that can rival any historic European region,” says Lukin-Beck.

Slovenia’s Wine Regions

Slovenia’s 9 winegrowing districts fall within three main regions — Podravje, Primorska, and Posavje.

• Podravje, in the northeast, accounts for nearly half of Slovenia’s wine production. It is home to Štajerska, the heart of the country’s wine industry, where terraced vineyards yield fresh, aromatic whites such as Riesling, Sauvignon Blanc, and Pinot Grigio.
• Primorska, along the Adriatic coast, shares a climate with neighboring Friuli-Venezia. Goriška Brda is renowned for its Rebula (Ribolla Gialla), Chardonnay, Merlot, and Cabernet Sauvignon, grown in limestone and marl soils.
• Posavje, Slovenia’s smallest wine region, is known for sparkling wines and unique styles such as Cviček, a low-alcohol blend of red and white grapes.

Key Grape Varieties

While Slovenia grows a wealth of indigenous grapes, international varieties also thrive in its various terrain.

• Rebula (Ribolla Gialla): A flagship of Primorska, particularly in Brda, Rebula delivers crisp acidity and minerality. Many producers experiment with skin contact to add texture and complexity.
• Sauvignon Blanc: Wines from Štajerska rival top examples from renowned regions. “The quality-to-value ratio is unbeatable,” says Lukin-Beck, noting that Sauvignon Blanc from Slovenia’s Štajerska costs significantly less than similar wines from Austria’s Steiermark just across the border.
• Pinot Noir (Modri Pinot): Introduced by Carthusian monks in the 12th century, Pinot Noir thrives in Slovenia’s cool-climate regions, producing refined, mineral-driven wines.
• Refosco: This dark, high-acid red grape excels in Slovenian Istria, yielding structured wines with deep fruit and spice notes.
• Blaufränkisch (Modra Frankinja): In Štajerska, Blaufränkisch displays a bright, crunchy character, balancing red fruit with a mineral backbone.

Looking Ahead

Slovenia’s wine industry is still defining itself on the global stage. The country’s producers are largely small-scale, with many only now reaching international markets. “Slovenia can sometimes be referred to as ‘The Balkan Burgundy’ or the Burgundy of the East,” says Lukin-Beck. “Besides the fact that Slovenia makes some extremely good Pinot Noir from their cool climate regions, this term mostly references that the entire country is composed of many small family-run wineries.”

The diversity of Slovenia’s wine scene ensures there’s still much to explore. “Slovenian wines are here for everything,” Lukin-Beck says. “For both iconic placements on a wine list, but also everyday wines, enjoyed at the dinner table or backyard BBQs,” he says.