Raise a glass... or maybe don’t. For the first time in over 60 years, global wine consumption is seriously down.
More than 3% in a single year — that’s over 214 million hectolitres that never left the bottle.
This isn’t just a blip.
It’s a sign of something bigger. Tariffs. Economic strain. And a generational shift that’s turning away from alcohol altogether.
Winemakers are calling it a perfect storm.
Extreme weather, higher production costs, and health-conscious consumers are reshaping the industry — and not in its favour.
Production in 2024?
Also at a 60-year low — down nearly 5%.
In the U.S., the world’s biggest wine market, consumption dropped nearly 6%.
In France, the heart of wine culture, it's down too.
Even Europe, which makes up half of global sales, is drinking less.
As a result, since 2020, global consumption has fallen 12%.
It’s not just about less drinking.
It’s about different drinking.
Younger generations are cutting back.
Drinking less, and choosing better quality when they do.
Wine just isn’t the go-to anymore.
Yes, sparkling wines like Prosecco are still holding strong.
And yes, a few countries like Spain and Portugal saw small bumps.
But overall?
The glass isn’t just half empty — it’s not being poured.
Is this the end of wine’s golden era?
Hard to say.
But one thing’s clear: The wine world is sobering up to a new reality.
And it might be time for a different kind of toast.
