Nine of the top ten wine markets saw declines last year as structural shifts and economic pressures weighed on consumption.
Global wine consumption fell 2.7% in 2025 to 208 million hectolitres, extending a multi-year decline since 2018. The drop reflects long-term shifts in mature markets, changing consumer habits, and economic pressures on purchasing power, according to industry data.
The decline marks a 14% contraction over the past seven years. High prices, driven by three years of low production and inflation aftershocks, further dampened demand. The U.S., France, Italy, and Germany all posted declines, while China saw a 13% drop.
A few markets bucked the trend, including Portugal, Brazil, and Japan, which recorded growth of 5.6%, 41.9%, and 6.8%, respectively.