Global Wine Consumption Falls to Lowest Level Since 2000 

Global wine consumption fell to its lowest level in 25 years in 2025, as continued declines in China, the United States and France dragged the market lower, according to the latest State of the World Wine Sector in 2025 report released by the International Organisation of Vine and Wine (OIV).

Japan, by contrast, emerged as one of the few major markets to post growth, with wine consumption rising 6.8% year-on-year.

The figures highlight a global wine market undergoing profound structural change, as traditional consumption patterns weaken across many mature markets while growth increasingly shifts toward smaller or emerging countries.

The OIV estimates global wine consumption at 208 million hectolitres in 2025, down 2.7% from 2024 and marking the lowest level since 2000. Since 2018, global consumption has fallen by around 14%.

According to the report, the decline reflects a combination of long-term shifts in consumer behaviour and mounting economic pressures. In many mature wine markets, changing lifestyles, evolving social habits and generational shifts continue to reshape drinking patterns.

China, U.S. and France Lead Global Decline

The OIV identified China, France and the United States as the three markets that contributed most significantly to the global downturn.

China recorded the sharpest contraction, with wine consumption falling by roughly 2 million hectolitres annually on average since 2018. France continued its decades-long structural decline, with consumption down 3.2% in 2025, while the U.S. market fell 4.3% amid slowing demand in recent years.

Together, the three countries accounted for a substantial share of the decline in global wine consumption.

China Consumption Falls to Lowest Level Since 2020

China’s wine consumption fell 13% year-on-year in 2025 to 4.8 million hectolitres, according to OIV data.

The country ranked as the world’s 11th-largest wine-consuming market, behind Australia and ahead of Brazil, accounting for 2.3% of global consumption.

The OIV noted that China’s wine market has been undergoing structural adjustment since 2018. The decline reflects not only short-term economic pressure, but also deeper changes in consumption behaviour.

The market is gradually shifting away from demand driven by gifting and formal business occasions toward a more fragmented and consumer-led drinking culture.

Despite the continued decline, China remains Asia’s largest wine-consuming market.

Japan Defies Trend With 6.8% Growth

Japan was one of the few major wine markets to post growth in 2025.

Wine consumption in Japan rose 6.8% year-on-year to 3.3 million hectolitres, making it the world’s 15th-largest wine-consuming country, according to the OIV ranking.

Although Japan consumes less wine overall than China, its wine imports surpassed China’s in 2025. Japan imported 2.3 million hectolitres of wine, compared with China’s 2.1 million hectolitres — a trend that also aligns with data tracked by Vino Joy News.

While Japanese consumption remained below pandemic-era highs seen between 2020 and 2022, it recovered from weaker levels recorded in 2023 and 2024.

Only Six of Top 20 Markets Recorded Growth

Japan was among only six markets in the OIV’s top 20 wine-consuming countries to post growth in 2025.

The others were Portugal (+5.6%), Brazil (+41.9%), Romania (+11%), Austria (+6%) and the Czech Republic (+5.4%).

Notably, aside from Portugal, all of the markets that recorded growth ranked between 11th and 20th globally in consumption size.

By contrast, nine of the world’s top 10 wine-consuming markets recorded declines in 2025 — underscoring how weakness in major established markets continues to weigh on global demand.

Weak Demand Continues to Pressure Global Wine Trade

Soft consumption is also weighing heavily on global wine trade.

The OIV said global wine export volumes fell 4.7% in 2025 to 94.8 million hectolitres, extending a downward trend that began in 2022.

The slowdown was widespread among major exporting nations. Of the world’s top 12 wine exporters, 10 recorded declining export volumes in 2025. Portugal and New Zealand were among the few exceptions to post growth.

In value terms, global wine exports were estimated at €33.8 billion in 2025, down 6.7% year-on-year and 4.4% below the five-year average.

Average export prices declined only slightly, falling 2.1% to €3.56 per litre as inflationary pressures eased.

Even so, the OIV noted that export prices remain historically elevated. The 2025 average price was still the third-highest on record and remained 24% above pre-pandemic levels.