In Europe, which represents 48% of sales, consumption fell 2.8% in 2024. And in France, a country often associated with wine, consumption has gradually decreased for decades and further fell by 3.6% last year.
Critical disturbances but also a substantive trend: worldwide consumption of wine again fell in 2024, at its lowest level since 1961, estimates Tuesday, April 15, the International Wine Organization (OIV) which notes a lack of visibility in the face of economic uncertainties.
Wine purchases decreased by 3.3% compared to 2023, to 214.2 million hectoliters (MHL), details the OIV in its annual report, based on official figures for states. If this estimate was confirmed, “it would be the lowest volume recorded since 1961” (213.6 MHL).
At work, a decreased demand on key markets such as the United States and average prices inflated by low production volumes, cost increases and general inflation: the consumer pays their wine on average 30% more than 2019-20.
It is “the perfect storm”, underlines Giorgio Delgrosso, responsible for the statistical division of the OIV.
“There is a generational drop”
Consumption has been down since 2018 (-12%), with in particular the decline in sales in China, despite a post-Cavid rebound in 2021.
“Beyond short-term economic and geopolitical disturbances, it is important to take into account the long-term structural factors which also contribute to the observed decline of consumption”, underlines the intergovernmental organization created 101 years ago: new preferences of consumption or lifestyle …
Beer or wine, how did our alcohol consumption evolve?
In Europe, which represents 48% of sales, consumption fell 2.8% in 2024. And in France, a country often associated with wine, consumption has gradually decreased for decades and further fell by 3.6% last year.
“There is a generational drop: we only drink in a festive framework and young people consume less than their parents,” recalls the French wine merchant Nicolas, who considers that “we drink less, but better”, with an “increase in products of products”.
Spain and Portugal are among the rare European markets where consumption has grown, modestly. The world’s leading market, the United States has seen its consumption regress by 5.8%, to 33.3 MHL.
A superabundance of rains on harvests
Ultimately, the withdrawal of inflation promised for 2026 by economists “will he bring back China and the United States? Or are we going to stabilize on levels a little lower? These are the two scenarios”, difficult to decide on at this stage, explains Giorgio Delgrosso.
“You have to see what is going on on the Trump side, on the international trade side, since (…) it can be another bomb,” he also noted. The production of winegrowers has parallel in 2024 at its lowest level for more than 60 years, from 4.8% to 225.8 MHL.
It is even less than the most pessimistic estimates published at the end of 2024, Spain and the United States having lowered their figures.
The harvests have undergone an overabundance of rains in certain areas, from drought on others. Europe (61% of the total) presents the weakest harvest of this century.
Italy finds the place of the 1st world producer, at 44 million hectoliters; French production fell (-23%) at its lowest level since 1957, but remains 2nd with 36.1 MHL.
Then arrive Spain (31 MHL), the United States (21.1 MHL, down 17.2% due in particular to extreme heat). The southern hemisphere had not seen a harvest also reduced for 20 years.
Strong export value
The effects of production in decline and higher prices have been felt on international trade, with 99.8 MHL exported, as in 2023 but 5% below the average of the last five years.
This decline in volume was however compensated by a high export value: 35.9 billion euros in wine was exchanged last year, thanks to an average price of 3.60 euros per liter, the same record level as in 2023.
Italy, the world’s leading exporter, has seen its commands grow, drawn in particular by sparkling wines such as prosecco.
The cultivated surface also continued to decline. But that “don’t worry too much”, notes Giorgio Delgrosso: it can be a response to the market but also a sign of improved efficiency, abandonment of certain areas or the effect of regulations.
