Global wine consumption hit its lowest point in over six decades, declining by 3.3% last year, according to the International Organisation of Vine and Wine (OIV). The total consumption dropped to 214 million hectoliters in 2024, marking the third consecutive year of decline. The downturn is primarily attributed to inflation impacting consumers’ purchasing power, alongside shifting lifestyles and generational changes in drinking habits.
OIV Director General John Barker highlighted that both the United States and France, typically leading markets for wine, experienced significant drops in consumption. The U.S. saw a 5.8% decrease to 33.3 million hectoliters, while France’s consumption fell by 3.6% to 23 million hectoliters. In contrast, Italy, Spain, and Portugal reported stable or slightly increased wine consumption during the same period.
China continued its decline in wine consumption, falling to 10th place among wine-drinking nations after previously ranking fifth in 2019. Barker emphasized this shift as a critical change in key growth markets, which, combined with stable or declining consumption in traditional wine-producing regions, reflects the influence of economic factors.
Despite the falling consumption volumes, export values remain high, with a noticeable trend towards premiumization—consumers are willing to spend more on higher-quality bottles. Barker reassured that the wine sector might not be in a crisis at a global level due to these positive indicators.
Global wine production also suffered a decline, dropping by 4.8% to 225.8 million hectoliters, the lowest output since 1961. The downturn was attributed to severe environmental conditions, including heat, drought, and unpredictable weather in significant wine-producing regions. France contributed the most to the decrease, reporting a 24% fall in production to 36.1 million hectoliters, while Italy’s output rose by 15% to reclaim its position as the world’s largest wine producer.
The volatility in wine production, which has emerged in recent decades, is largely driven by unpredictable climate events, linking concerns over climate change to the current trends in wine consumption and production.
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