Affected by economic crises and generational changes, global wine consumption continued to decline in 2025, by 2.7% from the previous year, reaching its lowest level since 1957, as estimated by the International Organization of Vine and Wine (OIV) on Tuesday.
Wine purchases dropped to 208 million hectoliters (mhl), according to the annual report of the intergovernmental organization. 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.
Causes of the decline Behind this trend are significant changes linked to new preferences and consumption patterns, as well as, since Covid, a pressured purchasing power and increased costs and prices. Three countries in particular contributed to this decline – the United States, France, and China.
The United States, the world’s largest wine market, slowed down further with a 4.3% decrease in 2025. The OIV attributes this to a combination of economic and behavioral reasons: less alcohol consumption among young people, diversification of beverages, and price sensitivity. The impact of tariffs imposed by Donald Trump remains hard to isolate but has affected volumes.
The situation in Europe and Asia Leading the EU in wine consumption, France continued its decades-long decline with a 3.2% drop last year. Italy (-9.4%), Germany, and Spain also saw decreases. Outside the EU, similar trends were observed in the UK, Russia, and Switzerland. Brazil and Japan stood out with increased consumption.
Meanwhile, China collapsed – the eleventh largest wine consumer globally (down from 6th in 2020) with a 61% decrease in purchases since 2020. Its demand is highly sensitive to income changes.
New trends and innovation Experts suggest that the sector needs to adapt to a value-based rather than volume-based model. Ananda Roy, vice-president of Circana, recommends new formats (smaller bottles) and the development of “no-low” wines (low or no alcohol), responding to a demand for lower-calorie products.
The rise of “no-low,” although still a small minority (1-2% of the market according to the OIV), is quickly gaining ground, along with the interest in sparkling wines and sustainability.
Declining production Simultaneously, global production continues to contract due to climate challenges. In 2025, 227 mhl were harvested. While slightly better than 2024 (+0.6%), it remains 9.4% lower than the five-year average.
The OIV remains cautious about geopolitical tensions in the Middle East, highlighting that any event affecting transport or the cost of living eventually impacts the global wine market.
