The SOWINE/Dynata 2026 barometer, published in March and summarized by French media outlet Tellement Soif, provides fresh insights into evolving alcohol consumption habits in France.
Wine remains the most popular alcoholic beverage, chosen by 52% of French consumers, yet its dominance is slowly waning as new trends reshape drinking habits.
Beer consumption continues to decline, while champagne sales remain steady. In contrast, sparkling beverages and cocktails are increasingly favored, particularly among 18- to 25-year-olds, where cocktails have already become the preferred choice. This generational shift highlights a growing appetite for lighter, versatile, and experience-driven drinks.
The barometer also reveals a transformation in how wine is enjoyed. Once closely tied to formal meals, wine is now frequently consumed during aperitifs, social gatherings, and informal events. The primary driver for selection is personal taste, rather than tradition or habit, reflecting a move toward more spontaneous and individualized consumption.
Interest in wine tourism and wine-related experiences is growing steadily. Tastings, winery visits, and participation in specialized wine clubs are attracting consumers, especially younger generations. Wine is evolving beyond a simple beverage into a social and cultural experience, where provenance, designation of origin, and expert recommendations are increasingly valued. Specialty retailers are also gaining ground, as French consumers seek more information and guidance before purchase.
Digitalization is shaping the wine market as well. E-commerce is becoming a standard purchasing channel, and online tools influence buying decisions more than ever. Social media, influencer reviews, and AI-powered recommendations are now integrated into daily consumer habits, with nearly one-third of French consumers having already used AI-based tools to learn about wines or spirits.
Overall, the SOWINE/Dynata 2026 barometer underscores a market in transformation. French consumers are becoming more independent, connected, and experience-oriented, prioritizing diversity, quality, and personalized choices. Wine, while still the nation’s favorite drink, is adapting to this new era of consumption where flexibility, knowledge, and social enjoyment define the modern French drinking culture.
Source: Vinetur