Global wine consumption continued to decline in 2025, by 2.7% from the previous year, reaching a level unseen since 1957, according to the International Organisation of Vine and Wine (OIV). Purchases of wine dropped to 208 million hectolitres (mhl) last year, marking a 14% decrease since 2018.
Only Portugal among the top ten wine markets saw an increase in demand, driven by domestic consumption. Structural changes related to new preferences and consumption patterns, along with economic uncertainties post-Covid, played a role in this decline. Specifically, three countries – the United States, France, and China – experienced significant drops in consumption.
The United States, the world’s leading market, saw a decrease of -4.3% in 2025 to 31.9 mhl. Factors such as changing consumer behavior, reduced alcohol consumption among young people, and price sensitivity contributed to this decline. The impact of tariffs imposed by former President Donald Trump also affected the wine trade.
France, the top wine consumer in the EU, continued its downward trend with a 3.2% decrease last year. European countries like Italy, Germany, and Spain also experienced a decline in wine consumption. On the other hand, Brazil and Japan were among the few countries where wine consumption increased.
China, once ranked 6th globally, has been decreasing its wine purchases since 2018 and dropped by 13% in 2025. Chinese demand is highly sensitive to income and price changes and has shifted towards more diverse consumption patterns. Experts suggest that factors like reduced alcohol intake among young consumers, high bottle prices, and the popularity of innovative beverages have influenced the decline in Europe and the United States.
As the trend towards reduced alcohol consumption and innovative drink options grows, the wine industry may need to adapt by offering smaller bottle sizes and quality wine alternatives. Experts advise focusing on reduced calories and sugar content to cater to evolving consumer preferences.
Despite these challenges, there is optimism for the wine sector to innovate and adapt to changing market dynamics. The rise of low- or no-alcohol beverages and the increasing focus on sustainability and technological advancements present opportunities for growth in the industry.
Overall, global wine production continues to decline due to climate-related factors. In 2025, 227 mhl of wine were harvested, reflecting a slight increase from the historically low production in 2024 but still down by 9.4% compared to the five-year average.
As uncertainties like the Middle East conflict loom, the wine industry remains cautious about future projections. External events affecting trade, cost of living, and transportation can have significant impacts on the wine market, highlighting the need for resilience and adaptation within the industry.
