Affected by economic crises but also by generational changes, global wine consumption continued to decline in 2025, by 2.7% over one year, reaching its lowest level since 1957, the International Organization of Vine and Wine (OIV) estimated on Tuesday.
Wine purchases increased to 208 million hectoliters (mhl), according to the annual report of the interstate organization. Since 2018, global consumption has reduced by 14%. Of the top ten wine markets, only Portugal saw demand grow last year, driven by national consumption.
The causes of the decline
Behind this picture, significant changes are at work linked to new preferences and new consumption patterns, 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 and China.
The United States, the world’s largest market, is slowing down with another -4.3% in 2025. The OIV sees this as “a combination of economic and behavioral reasons”: less alcohol among young people, diversification of drinks and price sensitivity. The impact of customs duties imposed by Donald Trump remains difficult to isolate, but has weighed on volumes.
The situation in Europe and Asia
The EU’s leading consumer country, France continues a decline that began decades ago with -3.2% last year. Italy (-9.4%), Germany and Spain are also declining. Outside the EU, the trend is similar in Great Britain, Russia and Switzerland. Brazil and Japan are exceptions with increasing consumption.
China, for its part, is collapsing: the eleventh largest consumer in the world (it was 6th in 2020), it has shown a 61% drop in its purchases since 2020. Its demand turns out to be extremely sensitive to changes in income.
New trends and innovation
For experts, the sector must adapt to a model based on value rather than volume. Ananda Roy, vice-president of Circana, recommends new formats (smaller bottles) and the development of “no-low” wines (little or no alcohol), which respond to a demand for lower-calorie products.
This rise of “no-lo”, although still in the minority (1 to 2% of the market according to the OIV), is progressing rapidly, as is the interest in sparkling wines and sustainability.
Declining production
At the same time, global production continues to contract under the effect of climatic hazards. In 2025, 227 mhl were harvested. If this is slightly better than in 2024 (+0.6%), it remains 9.4% lower than the average of the last five years.
Finally, the OIV remains cautious in the face of geopolitical tensions in the Middle East, emphasizing that any event affecting transport or the cost of living ends up impacting the global wine market.
