We are drinking less wine than in decades due to social changes and amid economic uncertainty traced to the coronavirus pandemic, inflation, conflicts and tariffs, research shows.
Global wine consumption fell to its lowest level since 1957 last year. Consumption dropped to 208 million hectolitres, representing a 2.7% decline compared with 2024 and a 14% decline compared with 2018, says the International Organization of Vine and Wine (OIV) in Dijon, France.
The group says that is due to long-term social changes and recent economic uncertainties, ranging from the coronavirus pandemic to inflation, conflicts and tariffs.
The resulting rise in production costs and prices, coupled with the simultaneous decline in consumers’ disposable income, is weighing heavily on demand.
Sales declined particularly in the US, China and the traditional wine-producing nation of France, where consumption has been falling for decades.
Changes in consumer behaviour already led decades ago to a shift away from a historical model that saw high consumption of inexpensive table wine in a relatively small group of countries.
While this led to a decline in total consumption volume worldwide, the trend towards better and more expensive wines and the opening up of new markets in industrialised countries led to an increase in value that ultimately benefited the wine sector, according to the OIV.
Current changing consumption trends are not just about lower sales though.
With the emergence of new, more diverse, dynamic and, above all, digitally oriented demographic groups, people are rethinking questions such as how, where and why wine is consumed.
Many are drinking less
Could the changing trend be partly due to health concerns?
After all, stopping or drinking less alcohol can make a big difference to your health. It can boost your energy, help you lose weight, and save you money, says Britain's National Health Service (NHS).
If you are drinking more than you would like, you are not alone. Lots of people find it hard to cut back.
But every small step you take brings you closer to your goals, and even small changes can make a difference.
Find out how to reduce your alcohol drinking and take control of your health with our simple tips, says the NHS.
- Have a game plan
Set yourself a weekly unit target and stick to it. But if one week you do go over your limit, don't stop trying – next week is a fresh start.
- Switch from stronger stuff
Choose drinks that are lower in alcohol such as lighter beers. Generally speaking, white and rosé wines are lower in strength than reds. Or try swapping some or all of your drinks for no or low-alcohol alternatives.
- Stick at it
It might take a bit of time to get used to the change from your usual choices, so if you notice a difference in taste with lower-strength drinks, do not give up! There are so many options, it's likely there's one out there for you – and switching means you can enjoy the health benefits of drinking less without losing your social life.
- Shake up your social plans
Going for drinks is not the only way to see friends. You could watch a film, meet up for breakfast, grab a coffee and go for a walk, go bowling, head to the gym or sign up for a class to do together, for instance.
- Set a booze budget
Sticking to a budgeted amount for alcohol can be a good way to drink less. If you are going out, try taking only the exact cash, or set up a spending alert on your card.
- Write off the rounds
Being involved in rounds makes it easy to end up drinking more than you meant. Try to avoid them if you can, and do not feel like you have to say yes to a drink just because someone else is buying. There's always next time.
- Only wine and dine
Waiting for your evening meal before you have a drink – and having your first only once you've started eating – is another simple way to help you cut down.
- Beat boredom
If a drink is a way you handle boredom or stress, try finding something else to do instead. Exercise is a great stress reliever, and simple things like cleaning, a new hobby or DIY can be a good way to occupy your mind and body.