Global wine consumption continues to fall – but which countries are bucking the trend?

Global wine consumption in 2023 reached the lowest volume since 1996: continuing a steady downwards trajectory.

The latest data from the International Organization of Vine and Wine (OIV) estimates world wine consumption in 2023 at 221 mhl, marking a decrease of 2.6% compared to 2022. This also follows a steady downwards trajectory seen since 2018.

There are several reasons for this trend. The decrease in China’s consumption – averaging a loss of 2 mhl annually since 2018 – has influenced global consumption figures.

A pandemic hit in 2020 has been followed by geopolitical tensions – particularly the conflict in Ukraine – and subsequent energy crises, along with disruptions in the supply chain. The result is increased production and distribution costs.

This, in turn, has led to significant price increases for wine consumers, dampening overall demand.

As a result, most major wine markets have experienced notable declines in wine consumption – with a few exceptions.

Consumption falls in the US and Canada

The US is the largest wine market globally. In 2023, consumption decreased by 3.0%, reaching 33.3 mhl. Similarly, Canada with 4.8 mhl witnessed a decline of 5.6% compared to 2022, marking the first time since 2016 that total consumption fell below 5 mhl.

The EU represents a market of 107 mhl, accounting for 48% of the world’s consumption. That represents a decline of 1.8% compared to the previous year: but puts consumption at more than 5% below the ten-year average.

France maintains its position as the largest consuming country, with an estimated consumption of 24.4 mhl in 2023, marking a 2.4% decrease from 2022.