Global wine consumption has plummeted to its lowest level since 1957, following a 2.7% decline last year that brought total volume down to 208 million hectoliters. According to the latest report from the International Organisation of Vine and Wine (OIV), the industry is grappling with a perfect storm of shifting consumer habits, economic pressures, and international trade tensions.
While the downturn was nearly universal across major markets, Portugal emerged as a notable exception, continuing its steady growth in the face of a global slump.
The contraction was felt across nine of the world’s top ten wine markets. The United States, which remains the largest consumer globally, saw a 4.3% decrease in consumption, while China experienced a much steeper decline of 13%.
In Europe, traditionally the heart of wine culture, the numbers were equally somber: Italy saw a 9.4% drop, followed by significant retreats in Spain (5.2%), Germany (4.3%), and France (3.2%). Experts suggest that younger generations are increasingly turning away from alcohol or opting for alternative beverages, a structural shift that is fundamentally reshaping the industry.
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In stark contrast, Portugal and Brazil stood out as the only major markets to report positive growth. Portugal saw a robust 5.6% increase in domestic consumption, reinforcing its position as the country with the highest wine consumption per capita in the world.
Brazil also reported a staggering 41.9% rise, though this was largely attributed to a market rebound and expanding middle-class interest in varied labels. Despite these pockets of growth, global export volumes fell by 4.7%, with total trade value dropping 6.6% to €33.8 billion.
The OIV attributed much of the trade volatility to the geopolitical climate, specifically citing the impact of tariffs imposed by U.S. President Donald Trump on imported wines.
These trade barriers, combined with currency fluctuations and weakened demand in high-inflation environments, have made international shipping more costly and less predictable.
While global production saw a slight recovery of 0.6% in 2025—reaching 227 million hectoliters—the industry is now focused on “inventory management” as it attempts to balance supply with the lowest demand levels seen in over six decades.
