Global Wine Consumption in 2023: Trends and Insights

The latest report by the OIV (International Organisation of Vine and Wine) provides an in-depth analysis of global wine consumption, highlighting trends in major wine-consuming countries and the shifts that have occurred over recent years. Let’s explore these patterns to better understand the current state of wine consumption worldwide.

Global Wine Consumption in 2023: Interactive Map (Top 20)

Overall Global Wine Consumption Decline

The global trend in wine consumption seems to be on a gradual decline. In 2018, the total wine consumption stood at 23.9 billion liters. By 2023, this figure is projected to decrease to 22.1 billion liters, reflecting a 7.5% decline over this six-year period. The year-on-year percentage variation from 2022 to 2023 alone shows a 2.6% drop in total consumption. This reduction in global wine consumption could be driven by several factors, including changing lifestyles, health consciousness, and economic pressures.

While some countries are bucking the trend and maintaining or even increasing their consumption, others are witnessing significant declines.

Top Wine-Consuming Countries in 2023

USA: The World’s Biggest Wine Consumer

USA Wine Consumption Trend

The United States continues to hold the title of the world’s largest wine consumer. In 2022, Americans consumed 3.43 billion liters of wine, which accounted for approximately 15.1% of the world’s total wine consumption in 2023. However, the U.S. has not been immune to the global decline. From 2022 to 2023, U.S. consumption dropped by 3.0%, reaching 3.33 billion liters. Despite this decrease, the country’s wine culture remains robust, and it continues to outpace all other nations in terms of total consumption.

France: A Steady Love Affair with Wine

France Wine Consumption Trend

France, known for its historic wine regions and long-standing wine traditions, comes in second with a projected consumption of 2.44 billion liters in 2023. Interestingly, France has shown an 11.0% increase in consumption from 2022 to 2023. This surge may be attributed to a renewed domestic interest in wine, spurred by a resurgence of regional wines or an increased focus on wine culture. Despite this uptick, France’s consumption in 2023 still remains below its 2018 level of 2.6 billion liters.

Italy: A Decline in Consumption

Italy Wine Consumption Trend

Italy, another wine-producing giant, has seen a steady decline in its wine consumption. In 2018, Italians consumed 2.24 billion liters of wine, a figure that remained mostly steady through 2021. However, by 2023, Italy’s consumption is expected to drop to 2.18 billion liters, a 2.5% decline compared to 2022. This decrease could reflect changing consumption habits within the country, including potential shifts towards alternative beverages or the economic challenges that affect discretionary spending.

Germany: A Consistent Decline

Germany Wine Consumption Trend

Germany has also followed a similar trend of decreasing wine consumption. In 2023, Germans are projected to consume 1.91 billion liters, a 1.6% drop from the previous year and a consistent decrease from 2018’s figure of 1.97 billion liters. Despite this, Germany remains one of the top consumers of wine globally, contributing 8.6% to the world’s total wine consumption.

United Kingdom: Continued Decline Post-Pandemic

UK Wine Consumption Trend

The UK’s wine consumption peaked at 1.37 billion liters in 2020, only to decline steadily in the following years. In 2023, the UK is expected to consume 1.28 billion liters, which reflects a 2.9% drop compared to the previous year. The pandemic-induced increase in wine consumption has been followed by a notable decline, possibly reflecting post-pandemic adjustments in consumer behavior, such as reduced alcohol intake or shifting to other beverage preferences.

Countries with Notable Changes

China: A Dramatic Drop

China Wine Consumption Trend

One of the most dramatic shifts in the global wine consumption landscape is in China. Once seen as a rapidly growing market for wine, China’s consumption has fallen sharply. In 2018, the country consumed 1.76 billion liters of wine, but this figure is expected to plummet to just 680 million liters in 2023, a staggering 24.7% decrease from 2022 to 2023 alone. The sharp decline in Chinese wine consumption can be attributed to various factors, including stricter regulations, economic factors, and possibly cultural shifts that deprioritize wine as a popular drink.

Portugal: A Steep Decline

Portugal Wine Consumption Trend

Portugal, though a much smaller country in terms of population, has also seen significant changes in its wine consumption. In 2022, Portuguese consumers drank 610 million liters of wine, but this figure is expected to drop by 9.2% to 550 million liters in 2023. This decline stands out, considering the country’s deep-rooted wine tradition. It’s possible that changes in export demands or local market conditions are influencing domestic consumption.

South Africa: Stable but Subdued

South Africa Wine Consumption Trend

South Africa’s wine consumption has remained relatively stable over the years, hovering around 450-460 million liters. In 2023, it is projected to reach 450 million liters, which is a slight decrease of 1.8% compared to 2022. Despite this slight reduction, South Africa’s consumption seems less affected by the broader global decline in wine consumption, possibly because of its position as a major wine producer and the strength of local wine culture.

Brazil: An Impressive Increase

Brazil Wine Consumption Trend

Among the countries experiencing growth in wine consumption, Brazil stands out with an 11.6% increase from 2022 to 2023. Though the total consumption remains relatively low at 400 million liters, this upward trend is worth noting. The rising middle class and increasing interest in wine as a lifestyle product may explain this surge in Brazil’s consumption. As wine continues to gain popularity in the country, Brazil could emerge as a more significant player in the global wine market in the coming years.

Japan: Steady Growth

Japan Wine Consumption Trend

Japan’s wine consumption has remained relatively steady over the years, with a slight increase in 2023. The country’s consumption is projected to reach 320 million liters in 2023, a 2.1% increase from the previous year. Japan’s interest in wine, particularly among younger and more cosmopolitan populations, could be driving this slow but steady growth.

Conclusion: What’s Driving the Trends?

The data reveals that wine consumption trends are shaped by a complex interplay of cultural, economic, and social factors. Countries like the USA and France continue to lead in terms of overall consumption, though France has shown a remarkable rebound in 2023. On the other hand, countries like China and Portugal have seen sharp declines, while Brazil and Japan exhibit encouraging growth.

The overall global decline in wine consumption could be a result of shifting lifestyles, increasing health awareness, and economic challenges in key markets. Additionally, alternative beverages such as craft beers, spirits, and non-alcoholic drinks might be gaining traction, further impacting wine consumption.

As we look to the future, it will be interesting to see how the global wine market adapts to these changes. Will emerging markets like Brazil and Japan continue to grow, or will the world see a revival of wine culture in traditional markets? Only time will tell, but one thing remains certain: wine continues to hold a special place in the hearts and glasses of millions around the globe.