Wine lovers’ go-to app, Vivino, allows to decipher consumption trends with surgical precision in pre-purchase research and post-tasting reviews. While French wines outperform, there are super fans of champagnes and harsh critics of Bordeaux. Here’s what Vivino teaches French wines in terms of meeting market expectations.
Claiming 73 million users in 23 countries, the Vivino app defines itself as a “global observatory of tastes and purchasing behaviors,” as indicated by the Danish group. Analyzing its 3 billion label scans, ratings, and wine comments by amateurs and professionals allows to understand the practices and expectations of buyers. The focus is on the 15 to 30-year-old segment. This is where users need the most reassurance before making a purchase according to Vivino. In the world, the most scanned wines in 2025 are red Bordeaux wines (6.5 million scans) and champagnes (5.2 million), with even more views for specific cuvées: 13.5 million views for champagnes and 10.4 million for Bordeaux. With a high level of engagement: 657,700 notes left for champagnes, signifying a community of several million active consumers.
Users are often more disappointed if the wine’s character is not up to par. In contrast, there are more criticisms for entry-level products from historical regions, where users are often more disappointed if the wine’s character is lacking, reports Vivino. There is a notable effect on Bordeaux’s ratings compared to other red wines: this style experiences a decrease in notes and scans. In conclusion, Vivino users no longer solely rely on the appellation’s name. If the wine’s character falls short on an entry-level product, they will indicate it through their rating. This is precisely why scanning labels has become a systematic reflex among users.
The French are the second most frequent users of the application globally, with specific characteristics. The French user is generally more demanding in their ratings than the global average. Vivino also notes a significant interest in Languedoc-Roussillon for its value for money.
