Global wine consumption fell in 2025 as economic pressure, shifting lifestyles and changing consumer habits weighed on demand, the industry’s trade body said on Tuesday.
The International Organisation of Vine and Wine (OIV) said in its annual review that the sector faced “a combination of climatic variability, softer demand and rising trade uncertainty” in 2025.
Worldwide wine consumption declined 2.7% to 208 million hectolitres last year, extending the cumulative drop since 2018 to 14%, the OIV said.”This evolution reflects the interaction between longer-term changes in consumption patterns and a more difficult economic environment in recent years,” the organisation said.
“Evolving lifestyle preferences, shifting social habits and generational changes continue to influence consumer behaviour” across several mature wine markets, it added.
The OIV said the industry had faced mounting pressures since 2020, including the COVID-19 pandemic, geopolitical tensions, trade disruptions and inflation, all of which had weakened consumer confidence and purchasing power.
Nine of the world’s top 10 wine markets recorded lower consumption volumes, with China, France and the United States accounting for much of the global decline, the report showed.
In the United States, the world’s largest wine market, consumption fell 4.3% last year as consumers faced weaker purchasing power, reduced alcohol consumption among younger people and growing competition from other alcoholic beverages.
OIV Director John Barker said it remained difficult to isolate the impact of tariffs imposed by President Donald Trump from other economic pressures, including the weakening U.S. dollar against the euro.
Barker added it was too early to assess the effect of the Middle East conflict on the industry, though logistical disruptions and inflationary pressures were likely to have knock-on effects on the wine market.In France, Europe’s largest wine market, consumption declined 3.2%.
China recorded a 13% drop in wine consumption last year and a 61% fall since 2020, with the OIV saying demand in the country remained highly sensitive to income and price trends.”Overall, wine is a discretionary product and people’s purchasing power has been impacted,” Barker said.
Global wine production rose 0.6% to 227 million hectolitres in 2025, though the OIV noted the increase came after historically low output levels in 2024.
The organisation said the third straight year of weak global production reflected climatic volatility and lower output linked to softer demand.
Barker said the industry increasingly needed to shift away from a volume-driven model toward one focused on value, placing greater emphasis on premium wines and exclusivity.
Ananda Roy, vice president at market research firm Circana, said wine producers needed to adapt to changing tastes by expanding offerings such as low- and no-alcohol wines, smaller bottles and higher-quality boxed wine.
Roy said he remained optimistic the industry would innovate “beyond just the label and shape of the bottle”. Barker estimated that low- and no-alcohol wines currently account for between 1% and 2% of the global market.”I think that the technology and the understanding of the product is already developing very, very quickly,” he said.