Global wine consumption falls to 60-year low

Global wine consumption fell 3.3% to 214 million hectolitres in 2024, its lowest level since 1961, and the third consecutive year in decline, according to the OIV (International Organisation of Vine and Wine).

Lingering inflation, changing lifestyles, and generational shifts continue to impact traditional wine-drinking markets like France and the US.

Meanwhile, production also dropped 4.8%, driven by extreme weather and climate volatility. This marks the second year of declining volumes, after global wine volumes fell by 10% in 2023.

China slid to 10th place among wine-consuming nations, down from fifth in 2019 and in the two biggest markets for wine, the US and France, consumption fell by 5.8% and 3.5% respectively.

Italy, Spain and Portugal bucked the global trend, with stable or modest increases in consumption in 2024.

Despite falling volumes, the trend toward premiumisation remains strong, with consumers spending more per bottle. OIV Director John Barker noted that, while consumption is down, signs remain positive for value and quality-led growth in the global wine sector.