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The British market research company International Wine and Spirits Record (IWSR) has analysed the global decline in wine consumption and the reasons behind it. Per capita consumption has been falling significantly for decades, particularly in Italy, Spain, Germany and France. The data now also shows a negative trend in countries that have previously been able to compensate for the decline in volume in the sector through their growth. According to the IWSR, less wine is also being drunk in the UK, the USA, Northern Europe, Japan, China and Australia. Although there are more people drinking wine, the regularity and quantity of consumption has decreased.
The most important reason for the decline in wine sales is the changing lifestyle of consumers. There is an increasing tendency to abstain from wine for health reasons and to socialise without alcohol. In 2023, every second wine lover in the countries analysed stated that they were actively reducing their alcohol consumption. A third of wine lovers now completely abstain from alcohol on certain occasions. Around 20 per cent opt for alcohol-free or alcohol-reduced alternatives. Young people in particular stated that they were increasingly giving up alcohol.
On the other hand, consumer data shows that wine is being replaced by alternatives such as cocktails or spirits in many countries. Generation Z generally shows less affinity to wine and drinks it rarely or not at all. Another trend is towards premiumisation. Many consumers now only buy wines from the premium segment for special occasions. Class instead of quantity is the motto in this milieu. Sales of rosé, organic wine and sparkling wine are developing positively. The big losers are cheap mass-produced wines and heavy, high-alcohol red wines.
The global wine industry is suffering greatly from the changed conditions. Insolvencies in the French wine industry are on the rise, reports the online magazine Vitisphere. According to the data analysis company Altares, 333 wineries went bankrupt in France in the second quarter of 2024 alone. This is 13 per cent more than in the previous two years. The areas most affected are Bordeaux, Languedoc-Roussillon and the Rhône Valley.
(ru / ISWR; Vitisphere)