Global wine consumption continued to decline in 2025, by 2.7% from the previous year, reaching a level not seen since 1957, according to estimates from the International Organization of Vine and Wine (OIV). Affected by economic crises as well as generational changes, wine purchases dropped last year to 208 million hectoliters (mhl), as indicated by the annual report of this intergovernmental organization on Tuesday: since 2018, global consumption has decreased by 14%.
Among the top ten wine markets, only Portugal saw an increase in demand last year, driven by domestic consumption. Behind this trend, structural changes related to new preferences and consumption habits have played a role, as well as pressure on purchasing power and increased costs and prices since the COVID-19 pandemic. Three countries in particular have experienced this decline: the United States, France, and China.
The United States, the world’s largest market for wine which had been steadily growing and resistant, has been slowing down in recent years, with a 4.3% decrease in 2025 to 31.9 mhl. The OIV attributes this to “a combination of economic and behavioral reasons”: less alcohol consumption among young people, diversification in beverage choices, price sensitivity, and constrained purchasing power. The impact of tariffs imposed by Donald Trump is still hard to isolate amidst all these factors, stated John Barker, the director of the OIV, to AFP.
As the top wine consumer in the EU, France continues its long-term decline, reaching -3.2% (22 mhl) last year. The EU (accounting for 48% of global consumption) also sees Italy declining (-9.4%, 20.2 mhl), as well as Germany, Spain, and others. Outside the EU, the UK and Russia are also facing declines, while Brazil and Japan are among the few countries consuming more.
Meanwhile, China, the eleventh largest wine consumer globally after ranking sixth in 2020, has been consistently reducing its purchases since 2018: 4.8 mhl in 2025, marking a 13% decrease from the previous year and a 61% decline since 2020, amidst an uncertain economic climate. At the same time, global wine production continues to contract, partly due to climatic challenges. In 2025, 227 mhl were harvested, slightly more than in 2024, which was historically low (+0.6%), but showing a 9.4% drop compared to the average of the last five years.
