Global wine consumption falls again in 2025 as economic pressures, changing consumer trends weigh on demand 

GLOBAL – Global wine consumption declined again in 2025, with nine of the world’s ten largest wine markets recording lower demand amid economic pressures, changing consumer habits and trade uncertainty. 

According to the International Organisation of Vine and Wine, global wine consumption fell to an estimated 208 million hectolitres (mhl) in 2025, down 2.7 percent from 214 mhl recorded in 2024. 

The latest figures extend a downward trend that began in 2018, with worldwide wine consumption now down 14 percent over the period. 

The organisation said the decline reflects “the combined effect of long-term structural shifts in mature markets, changing consumer behaviour and recent economic pressure on purchasing power.” 

The OIV also noted that high average wine prices, partly linked to three consecutive years of relatively low production and lingering inflationary effects, continued to weigh on consumer demand. 

The United States, the world’s largest wine market, recorded a 4.3 percent decline in consumption to 31.9 mhl. In France, wine consumption fell 3.2 percent to 22 mhl, while Italy posted a sharper 9.4 percent decline to 20.2 mhl. 

Germany also recorded weaker demand, with consumption dropping 4.3 percent to 17.8 mhl. 

China, where wine demand has steadily declined since 2018, registered another major contraction, with consumption falling 13 percent to 4.8 mhl in 2025. 

Despite the broader slowdown, several markets recorded growth. Portugal reached a record 5.6 mhl, representing a 5.6 percent increase from 2024. Brazil posted one of the strongest gains globally, with consumption surging 41.9 percent to 4.4 mhl, while Japan recorded a 6.8 percent rise to 3.3 mhl. 

John Barker said the industry continues to face multiple challenges simultaneously. 

“Over the past few years, the wine sector has been adapting to ongoing climatic, economic and societal challenges,” Barker said. 

“In 2025, the disruption to international trade through tariff policies was yet another external impact that producers, exporters and supply chain must manage,” he added. 

Global wine production was estimated at 227 mhl in 2025, up slightly by 0.6 percent compared to the weak 2024 vintage but still 9.4 percent below the five-year average. 

The OIV said vineyards across both hemispheres faced early frosts, heavy rainfall and prolonged drought conditions, while some producers intentionally reduced output to align with softer market demand. 

Global wine exports also weakened during the year, falling 4.7 percent to 94.8 mhl, while export value declined 6.7 percent to €33.8 billion (US$39.6 billion). 

Barker said the market remained relatively balanced because lower production levels had offset declining consumption. 

“Overall, the sector is showing its resilience, both looking for new market opportunities and adjusting production capacity in line with demand,” he said. 

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.