OIV reports falling demand across major markets as consumers shift towards moderation and economic pressures weigh on spending.
Global wine consumption continued to decline in 2025, falling by 2.7 percent to 208 million hectolitres, according to the International Organisation of Vine and Wine (OIV). Compared to 2018, worldwide wine consumption has dropped by 14 percent, driven by changing lifestyles, economic uncertainty and growing demand for non-alcoholic alternatives.
The OIV reported declining sales in nine out of ten key markets, with the sharpest decreases seen in China, France and the United States. In the US, the world’s largest wine market, consumption fell by 4.3 percent, while China recorded a dramatic 13 percent drop, continuing a long-term downward trend since 2020.
At the same time, global wine production rose slightly by 0.6 percent in 2025 after reaching a historic low the previous year. OIV Director General John Barker said the industry must increasingly focus on premium quality, exclusivity and innovation, including low- and no-alcohol wines as well as alternative packaging formats.
Even as overall consumption declines, consumers are showing a growing interest in curated wine experiences, sustainable production and mindful drinking — trends that continue to reshape the global wine lifestyle.
