Global wine consumption hits 63-year low

Global wine drinking is set to fall to its lowest level since 1961, with 2024 consumption estimated to be 3.3% down on last year, according to the latest report from the International Organisation of Vine and Wine (OIV).

Wine lovers may raise an eyebrow: the OIV projects global consumption will reach just 214.2 million hectolitres in 2024 – the lowest in over six decades. Alongside a historic dip in production (down 4.8%), the wine world faces a complex mix of challenges. Climate change, extreme weather, and evolving social habits are shaping consumer behaviour, especially in China (–19.3%) and Brazil (–10.1%).

Yet all is not bleak. Wine is enjoyed in more countries than ever before, and regions like Hungary and Georgia are growing. OIV Director General John Barker remains optimistic, calling for sustainability, innovation, and engagement with new audiences to guide the industry forward through these changing times.