Global Wine Consumption Is 208 Million hl | Yet Japan Still Grew

The amount of wine people drink worldwide continues to decline. Using the State of the World Vine and Wine Sector 2025, published by the International Organisation of Vine and Wine (OIV) in May 2026, we follow the changing ways people drink through the numbers.

A market that has shrunk 14% since 2018

Global wine consumption in 2025 is estimated at 208 million hectoliters (hl), down 2.7% year on year. It has declined almost consistently since 2018, falling 14% over this period. Among the world's top 10 markets, 9 were below the previous year.

The largest market, the United States, was 31.9 million hl, down 4.3%. OIV cites reduced drinking among younger generations, diversification of beverage preferences, and price sensitivity as reasons. France was 22 million hl, down 3.2%; Italy was 20.2 million hl, down 9.4%; and China was 4.8 million hl, down 13.0%. The European Union as a whole was 100.6 million hl, accounting for 48% of global consumption, but down 3.1% from the previous year.

Key point: Global wine consumption was 208 million hl in 2025, down 14% compared with 2018. On the other hand, Japan rose 6.8% to 3.3 million hl, while Portugal and Brazil reached record highs. Even in a shrinking market, some countries are growing.

Countries that grew: Japan, Portugal, Brazil

Some countries increased their numbers despite headwinds. Japan, the second-largest market in Asia, rose 6.8% year on year to 3.3 million hl, returning to a level in line with its 5-year average. Portugal reached a record high of 5.6 million hl, and Brazil also reached a record high of 4.4 million hl, up 41.9%. Romania also rose 11.0% to 3.5 million hl. While mature markets are shrinking, volumes are growing in countries where drinking habits are spreading.

Production and trade are also thinning

The supply side is also shrinking. The world's vineyards total 7 million hectares, marking the sixth consecutive year of decline. Wine production was 227 million hl, only 0.6% above the previous year, which had been a historically low level. Exports were 94.8 million hl by volume, down 4.7%, and 33.8 billion euros by value, down 6.7%. Even so, almost 1 in every 2 bottles of wine consumed is drunk outside its country of production, so the weight of international trade remains high.

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Reference: International Organisation of Vine and Wine (OIV)

—The Value Village Editorial Team