Global wine consumption fell 2.7% in 2025, according to the latest figures from the OIV. The fall is not a one-off: it’s a combination of factors building up over the last few years.
The wine category, which has been driven by premiumization over the last few years, now faces the challenges of inflation and reduced consumer spending. Added to that is the challenge of tariffs, and uncertainty of global supply chains.
And consumers are drinking less alcohol altogether.
So seeing wine fall in 2025 is not a surprise.
“This is the continuation of a trend that has been developing since 2018,” explained John Barker, OIV Director General.
“Over that period, global wine consumption has decreased by around 14%.”
Wine market evolution
But the wine market has been evolving over the last decades in several ways.
For more than 60 years, per capita consumption in traditional wine markets, in Europe and South America, has steadily declined.
Other markets, such as the UK and China, have grown over this time: but then declined again as generations age.
And consumer consumption patterns have changed. In fact, the wine industry saw large dips in the 1980s and 1990s.
This happened as high volumes of inexpensive table wine shifted to lower volumes of premium wine.
Consumption might have decreased; but value increased.
“Equally, today’s shift in consumption trends are not simply a question of lower values: increasingly, we’re seeing another reconfiguration of how, where and when wine is consumed as newer cohorts emerge, more diverse, more fast-moving and more digital,” said Baker.
So what does the new age of wine look like?
Tradition and heritage still play an important role for many consumers. And, in an age of sugary drinks and concerns about UPFs, wine offers a natural alternative.
Alcohol-free wine, meanwhile, is a growing fixture as consumers seek to drink less: but don’t want to give up a beverage that they enjoy entirely.
And new formats such as cans give consumers a new way to take wine to picnics or parties: without the inconvenience of heavy bottles.
