Global consumption of wine at the lowest for over 60 years, between inflation and new tastes – release

Sobre, the world is sober. There Global wine consumption again fell in 2024, at its lowest level since 1961, estimates this Tuesday, April 15, the International Wine Organization (OIV). THE 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 of the States. If this estimate was confirmed, « It would be the lowest volume recorded since 1961 » (213.6 MHL).

At work, a decline in key markets such as the United States and average prices inflated by low production volumes, increase in costs and general inflation: the consumer pays their wine on average 30 % more than 2019-20. It is « The perfect storm »deplores Giorgio Delgrosso, head of the statistical division of the OIV.

In Europe, which represents 48 % of sales, consumption fell 2.8 % in 2024. And in France, 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 setting and young people consume less than their parents »recalls the French wine merchant Nicolas, who considers however that« We drink less, but better »with a « 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 saw its consumption decrease by 5.8 %to 33.3 MHL. Sales are also down in China.

« 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 consumption preferences or lifestyles …

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 a little lower levels? These are the two scenarios ”difficult to decide between at this stage, explains Giorgio Delgrosso. « You have to see what’s going on on the Trump side, on the international trade side, since (…) it can be another bomb »he also noted.

Viticultural production At the same time fell in 2024 At its lowest level for over 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. The effects of production in decline and higher prices were 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 »Note 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.