Global wine consumption is estimated at 208 million hectoliters in 2025, down 2.7% from 2024, according to the International Organisation of Vine and Wine (OIV). The decline has continued every year since 2018, with global consumption falling by a total of 14% over the period. OIV attributes the trend to long-term changes in consumer behavior, shifting lifestyles, and the impact of economic pressures, including the pandemic, geopolitical tensions, and inflation.
The largest declines have come from three key markets: China, France, and the United States. China has recorded the steepest fall, with consumption decreasing by an average of 2 million hectoliters annually since 2018. France has continued its long-term downward trend, while the U.S. has seen a notable slowdown in recent years, driven in part by demographic changes and lower alcohol consumption among younger consumers.
The European Union accounted for 48% of global wine consumption in 2025, totaling 100.6 million hectoliters, down 3.1% year-on-year. France remained the largest consumer within the EU with 22 million hectoliters, followed by Italy at 20.2 million and Germany at 17.8 million, all of which recorded declines. In contrast, Portugal reached a record 5.6 million hectoliters, up 5.6%, while Romania's consumption increased 11% to 3.5 million hectoliters. Austria also posted growth, while the Netherlands saw a double-digit decline.
Outside Europe, U.S. wine consumption fell 4.3% to 31.9 million hectoliters, while Canada's declined 3% to 2.8 million hectoliters. In Asia, China's consumption dropped 13% to 4.8 million hectoliters, reflecting continued weakness in domestic demand. Japan was an exception, with wine consumption rising 6.8% to 3.3 million hectoliters.
