Global wine consumption in 2024 reached its lowest level since 1961, according to preliminary data from the International Organization for Grape and Wine (OIV).
In the 2024 World Vines and Wine Industry report, OIV estimated global consumption to be 214.2 million (MHL) in 2024, down 3.3% from its all-time low in 2023.
OIV called 2024 a “challenging year” and said high prices and demand in major markets fell. Prices are high due to low production volumes and the “lingering effects of inflation in the past”.
15 of the world’s top 20 markets saw a decrease in year-on-year consumption. In China, consumption is 19.3% to 5.5 MHL. OIV said consumption there has dropped by an average of 2 MHL per year since 2018.
Other countries have fluctuated their wine consumption habits and the figures are consistent in the top five consumer markets in the United States, France, Italy, Germany and the United Kingdom. That is to say, in four of these five markets year-on-year in 2024, consumption has declined, except for Italy at the consumption level.
In the world’s largest market, U.S. consumption fell 5.8% to 33.3 MHL. Canada told a similar story, with consumption falling 6.4% to 4.6 MHL.
It is worth noting that consumption in Argentina fell to 7.7 MHL, the lowest level since 1942.
OIV says future wine demand must be countered with evolving lifestyle preferences, generational changes in changing social habits and consumer behavior. It said other factors such as the COVID-19 pandemic and the Ukrainian conflict have also contributed to the troubled global markets.
OIV Director-General John Barker said the wine industry must adapt. “Together work to develop solutions for climate change to make wine a beacon of sustainability, invest in research from new audiences so that we can see wine through their eyes, strengthening our commitment to multilateralism and global trade: these are the elements that will guide the wine industry forward.”
Wine production has also dropped to its lowest level since 1961. OIV estimates that wine production in 2024 does not include juice and must be 225.8 MHL, marking a 4.8% year-on-year fall. In 1961, 219 MHL were produced due to spring frost in southern Europe.
Production in the United States fell 17.2% year-on-year, production in China fell 17%, and production in Chile fell 9.8% year-on-year in Germany. Against this trend, Russia’s production grew by 19.3%, while 26.6% of production in Georgia.
“At-type meteorological events,” such as early frost, heavy rain and prolonged drought, have had a huge impact on vineyard productivity, OIV said.
