Global wine consumption dropped last year as consumers faced mounting economic pressure and shifting lifestyle habits.
In its annual review, the International Organisation of Vine and Wine (OIV) said the industry in 2025 was dealing with “a combination of climatic variability, softer demand and rising trade uncertainty.”
The report found wine consumption fell 2.7% last year to 208 million hectolitres, marking a cumulative decline of 14% since 2018.
“This evolution reflects the interaction between longer-term changes in consumption patterns and a more difficult economic environment in recent years,” the OIV said.
The organisation said evolving lifestyle preferences, changing social habits and generational shifts continued to shape consumer behaviour across several established wine markets.
The OIV said the wine industry has been hit by a series of external pressures since 2020, including the Covid-19 pandemic, geopolitical tensions, trade disruptions and inflation, all of which have weakened consumer confidence and spending power.
It added that nine of the world’s 10 largest wine markets saw declining volumes, with China, France and the United States identified as the main drivers of the global downturn.
Consumption dropped 4.3% last year in the United States, the world’s largest wine market. The OIV attributed the decline to weaker purchasing power, lower alcohol intake among younger consumers, and a broader range of competing alcoholic drinks.
In France, Europe’s largest wine market, consumption declined by 3.2%. In China, wine consumption dropped 13% last year and has fallen 61% since 2020.
While consumption fell, wine production rose 0.6% to 227 million hectolitres in 2025. However, the OIV noted this increase came from a historically low level recorded in 2024.