Worldwide wine consumption declined again in 2025 as changing consumer habits, economic pressures, and global uncertainty continued to weigh on the industry.
According to the latest annual review by the International Organisation of Vine and Wine, global wine consumption fell by 2.7% last year to 208 million hectolitres.
The decline continues a broader downward trend, with global wine consumption now down by 14% since 2018.
The organisation said the sector is being affected by a combination of long-term lifestyle changes and more immediate economic challenges facing consumers around the world.
It noted that shifting social habits, evolving lifestyle preferences, and generational changes are increasingly influencing alcohol consumption patterns, particularly in established wine markets.
The OIV also pointed to a series of global disruptions that have affected the wine industry since 2020, including the Covid-19 pandemic, geopolitical tensions, trade instability, and inflationary pressure, all of which have impacted consumer confidence and purchasing power.
The report found that nine of the world’s 10 largest wine markets recorded declines in consumption volumes during the year.
Three major markets — China, France, and the United States — were identified as key contributors to the global downturn.
In the United States, which remains the world’s largest wine market, consumption dropped by 4.3% last year.
The OIV attributed the decline to reduced consumer spending power, changing drinking habits among younger consumers, and increasing competition from alternative alcoholic beverages.
OIV director John Barker said it remains difficult to isolate the exact impact of tariffs introduced under former US president Donald Trump from broader market conditions affecting the sector.
In France, Europe’s largest wine market, consumption declined by 3.2%.
Meanwhile, China recorded one of the steepest drops, with wine consumption falling by 13% last year alone and by 61% since 2020.
The OIV noted that wine demand in China remains particularly sensitive to shifts in household income and pricing conditions.
Despite weaker demand, global wine production increased slightly in 2025, rising by 0.6% to 227 million hectolitres.
However, the organisation pointed out that the increase follows historically low production levels recorded in 2024.
The OIV said the industry is now experiencing its third consecutive year of relatively low global output due to ongoing climate volatility and production adjustments linked to weaker market demand.
While lower production levels are not expected to create widespread supply shortages, the organisation warned that stock levels are likely to decline further.
According to the OIV, one of the biggest challenges facing the global wine sector remains balancing production with falling demand in an increasingly uncertain consumer market.
Facebook Comments