Global wine consumption dropped to 214 million hectolitres in 2024, down 3.3% from the previous year and marking the lowest level since 1961, according to the International Organisation of Vine and Wine (OIV).
The downturn reflects broad shifts in economic conditions and consumer preferences. In Asia, China and Japan remained among the world’s top 20 wine-consuming countries. However, China posted the steepest decline, with consumption dropping by 19%.
China’s Business-Driven Wine Culture Takes a Hit
China’s total wine consumption in 2024 stood at 5.5 million hectolitres, ranking 10th globally between Portugal and Australia, and accounting for 3% of global consumption.
Among the top 20 wine-consuming countries, China experienced the largest year-on-year decline. The drop is closely tied to the broader economic slowdown in the country. With wine consumption in China heavily dependent on business entertaining and gifting, the contraction in corporate and government spending has significantly dampened demand. Many wine distributors that previously relied on group-buying from companies told Vino Joy News that business conditions in 2024 were particularly difficult.
In 2024, China’s per capita wine consumption was just 0.5 litres — the lowest among the top 20 wine-consuming countries.
While part of this is linked to income levels — China’s per capita GDP in 2024 was only slightly higher than that of Brazil, Argentina, Russia, and South Africa among the top 20 wine-consuming countries— the more fundamental issue is cultural. Unlike beer or baijiu, wine has not yet become a mainstream beverage in China. It remains a niche product, largely absent from daily life.
Yet, this also signals untapped potential. With a population of 1.4 billion, even a modest increase in daily wine consumption could dramatically expand the market. Encouragingly, more young consumers are beginning to explore wine, signaling a possible shift toward broader acceptance.
Japan
Despite China’s decline, it remains the largest wine market in Asia. Japan follows closely, with a total consumption of 3.1 million hectolitres in 2024, ranking 16th globally — between Brazil and Romania.
Japan’s wine consumption fell 4% year-on-year, in line with the global trend. Among the top 20 consuming countries, only Spain, Russia, Portugal, and Hungary posted growth.
Other Asian countries did not make the top 20.
China and Japan Among Top Importers
Despite falling consumption, both China and Japan remained major importers of wine in 2024.
China imported 2.8 million hectolitres of wine, ranking ninth globally by volume. In terms of value, the country ranked seventh, with total imports reaching €1.5 billion—a 38% increase from the previous year, and the highest growth rate among the top 10 wine-importing countries.
The growth follows China’s removal of anti-dumping tariffs on Australian wines in March 2024, which drove up overall wine imports.
Japan, though not in the top 10 by volume, also recorded €1.5 billion in wine imports, ranking fifth globally in value—slightly ahead of China. This reflects higher average import prices in Japan, where consumers tend to favour mid- to premium-tier wines.
Japan’s average import price in 2024 was €6.35 per litre, the second-highest among the top 10 wine-importing countries, trailing only Switzerland. China followed closely at €5.21 per litre, ranking third, ahead of the United States and Canada.
The data suggests a growing preference for higher-quality wines among consumers in both China and Japan, even as overall volumes decline.
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