Global wine consumption continued to decline in 2025, by 2.7% over a year, to a level not seen since 1957, according to estimates from the International Organization of Vine and Wine (OIV). Affected by economic crises but also generational changes, wine purchases dropped last year to 208 million hectoliters (mhl), as indicated in the annual report of this intergovernmental organization on Tuesday: since 2018, global consumption has decreased by 14%.
Of the top ten wine markets, only Portugal saw demand grow last year, driven by domestic consumption. Behind this picture, structural changes related to new preferences and consumption patterns, but also since covid a pressured purchasing power and increased costs and prices, have contributed to the decline. Three countries in particular have fueled this decline: United States, France, China.
The United States, the world’s largest market long known for its growth and resilience, has been slowing down for a few years, with a decrease of -4.3% to 31.9 mhl in 2025. The OIV sees “a combination of economic and behavioral reasons”: less alcohol consumption among young people, diversification in beverage choices, price sensitivity, constrained purchasing power…The impact of the customs duties imposed by Donald Trump is still difficult to isolate amidst all these factors, said John Barker, OIV’s director, to AFP.
The leading wine consumer in the EU, France, continues a descent that began decades ago, with a -3.2% (22 mhl) decrease last year. The EU (48% of global consumption) also sees Italy declining (-9.4%, 20.2 mhl), as well as Germany, Spain…Outside the EU, the UK and Russia are declining, along with Switzerland…Brazil and Japan are among the few consuming more.
Lastly, China, the eleventh largest wine consumer when it was 6th in 2020, has been reducing its purchases since 2018: 4.8 mhl in 2025, a decrease of -13% over a year, -61% since 2020, amidst a tense economic context. Meanwhile, global production continues to shrink, particularly due to climate events. In 2025, 227 mhl were harvested: more than in 2024, a historically weak year (+0.6%), but -9.4% compared to the average of the last five years.
