Global wine consumption continued to decline in 2025, by 2.7%, according to the OIV

Of the top ten wine markets, only Portugal saw demand grow last year, driven by national consumption. Behind this picture, structural changes linked to new preferences and new consumption patterns are at work, but also since Covid purchasing power under pressure and increased costs and prices. Three countries in particular have fueled this decline: the United States, France, China.

France, Italy, Germany or Spain withdraw

The United States, the world’s leading market for a long time “growing and resilient”, has been slowing down for several years, with in 2025 still -4.3% to 31.9 mhl. The OIV sees this as “a combination of economic and behavioral reasons”: less alcohol among young people, diversification in the choice of drinks, price sensitivity, constrained purchasing power… The impact of the customs duties imposed by Donald Trump is still difficult to isolate in the midst of all these factors, John Barker, director of the OIV, told AFP.

The EU’s leading consumer country, France continues a decline that began decades ago, notes the OIV, at -3.2% (22 mhl) last year. The EU (48% of world consumption) also sees Italy decline (-9.4%, to 20.2 mhl), Germany, Spain… Outside the EU, Great Britain is declining, like Russia, Switzerland… Brazil and Japan are among the few to consume more.

Finally, China, the eleventh largest consumer in the world when it was 6th in 2020, has continued to reduce its purchases since 2018: 4.8 mhl in 2025, or -13% over one year, -61% since 2020, in a tense economic context. At the same time, global production continues to contract, notably under the effect of climatic hazards. In 2025, 227 mhl were harvested: this is more than in 2024, a historically low year (+ 0.6%), but -9.4% compared to the average of the last five years.