An essential reason for this structural trend: in historically consumer countries (France, Spain, Italy, Argentina), volumes fall. As the older generations disappears, the wine is no longer every day on the tables. Regular consumption gives way to more occasional consumption. Most often, bottles only open on weekends and holidays. The lifestyles of younger generations come head -on the patterns of the past.
Occasional consumption
Especially since in more newly consumer countries, a dynamic seems drunk: the United States, the country in the world where we consume the most wine, have seen their figures bend in 2024. It is the same thing in China, where the data provided by the authorities must however be taken with tweezers.
Of course France, a second world consumer, is completely in this lower logic. The most precise figures, which date from 2023, advance a consumption of 24 million hl. Or just over 10 % of the world total. Our country has lost half of its volumes in 50 years. A Frenchman drinks much less, on average, than a bottle per week. Knowing that almost one in four French people never drinks wine. Beer and spirits have their preference.
