Global wine consumption has fallen to its lowest level in 60 years.

According to the International Organization of Vine and Wine (OIV), global wine consumption in 2024 reached its lowest level since 1961. Wine sales decreased by 3.3% compared to the previous year, totaling 214.2 million hectoliters.

The production of wine also decreased by 4.8% to 225.8 million hectoliters, the lowest figure in more than 60 years.

The head of the OIV statistics department, Giorgio Delgrasso, noted that the wine industry is facing an 'ideal storm'. In addition to short-term economic and geopolitical factors, rising health concerns and changes in alcohol consumption habits are impacting consumption.

As a result, consumers are paying 30% more for a bottle of wine compared to 2019-2020, and overall consumption has dropped by 12%. The most significant decline was observed in the USA, where consumption decreased by 5.8% to 33.3 million hectoliters.

Delgrasso also expressed concern about the tariffs imposed by US President Donald Trump, which could become 'another bomb' for the wine industry.

In Europe, where almost half of global wine sales occur, consumption decreased by 2.8%. France recorded a decline in consumption of 3.6%, but Spain and Portugal are experiencing an increase in consumption.

Italy remains the world leader in wine production with a figure of 44 million hectoliters, while production in France decreased by 23% to 36.1 million hectoliters, the lowest level since 1957.

Industry representatives note that 'generational' changes are occurring in alcohol consumption. People are drinking less during celebrations, and young people are consuming less than their parents. However, consumers are still willing to spend more on quality beverages.