Affected by economic crises and generational changes, global wine consumption continued its decline in 2025, by 2.7% in one year, to a level unseen since 1957, estimated 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%.
Le Portugal resists
Among the top ten wine markets, only Portugal saw demand grow last year, driven by domestic consumption. Behind this trend are structural changes related to new preferences and consumption patterns, as well as economic pressure and increased costs and prices since the Covid-19 pandemic.
Same story for the United States and China: a persistent decline
The United States, long the world’s leading market described as “growing and resilient,” is slowing down, with a decrease of 4.3% in 2025 to 31.9 mhl. The OIV attributes this to a “combination of economic and behavioral reasons” such as less alcohol consumption among young people, diversification in beverage choices, price sensitivity, and constrained purchasing power.
“Seizing the moment”
As the top consumer in the EU, France continues a decades-long decline in wine consumption, with a decrease of 3.2% (22 mhl) last year. The EU (representing 48% of global consumption) also sees Italy declining (-9.4%, 20.2 mhl), as well as Germany, Spain, the UK, Russia, and Switzerland. Brazil and Japan are among the few countries consuming more wine. Meanwhile, China, which was the 6th largest consumer in 2020, has been reducing its purchases since 2018, reaching 4.8 mhl in 2025, a decrease of 13% in one year and 61% since 2020.
How far can this decline continue?
“Economic factors are really important,” noted John Barker from the OIV, particularly post-Covid, despite the challenges in identifying societal changes. Barker highlighted the shift in wine consumption patterns from a volume-driven model to one based on value and premiumization.
The impact of climate change on production decline
At the same time, global wine production continues to contract, partly due to climate change. In 2025, 227 mhl were harvested, slightly higher than in 2024, which was historically low, but still 9.4% below the average of the last five years. The potential impact of the Middle East conflict on wine production remains uncertain, as international events affecting trade can influence wine markets through changes in cost of living and transportation.
[Context: OIV – International Organization of Vine and Wine]
[Fact Check: The information provided in the article is accurate and based on the data shared by the International Organization of Vine and Wine (OIV).]
