Global wine consumption dropped by 2.7% in 2025, reaching 20.8 billion liters, according to an analysis by the American Association of Wine Economists (AAWE) based on data from the International Organisation of Vine and Wine (OIV).
The decline amounts to 569.5 million liters less than in 2024, and it is concentrated mainly in a handful of major, long-established markets.
Italy and the United States drive the decline
Italy recorded the biggest volume loss, with 210.5 million fewer liters, a 9.4% decrease. That single drop explains 37% of the entire global decline. It also changes Italy's place in the rankings: after running very close to France in 2024, it now trails the French market by 177 million liters.
The United States cut its consumption by 141.6 million liters (-4.2%), yet it remains the world's largest wine market by a clear margin. Together, Italy and the United States account for 62% of the overall decrease recorded in 2025.
Other major markets also shrink
Behind them come:
- Germany: 80 million liters less (-4.3%)
- China: 72 million liters less (-13%)
- France: 71.6 million liters less (-3.2%)
In percentage terms, the sharpest cuts among the main markets were in Chile (-17.5%), China (-13%), the Netherlands (-12.7%) and Poland (-11.9%).
Brazil leads a small group of growing markets
Gains were far less common. Only 10 of the top 30 markets increased consumption in 2025. Brazil was the standout, adding 130.1 million liters (+41.9%) and rising from 310.4 to 440.5 million liters. That jump lifted it from 15th to 12th place worldwide.
Other notable increases were:
- Georgia: +34.8 million liters (+28.1%)
- Romania: +34.7 million liters (+11%)
- Mexico: +30 million liters (+24.8%)
- Portugal: +29.8 million liters (+5.6%)
The figures point to an uneven adjustment: declines in several long-established countries, partly offset by gains in smaller or emerging markets.
Spain: a drop nearly double the global average
Spain closed 2025 with consumption of 935.6 million liters, 5.2% less than in 2024. In absolute terms it lost 51.7 million liters, the sixth-largest drop in the world, and its percentage decline is almost twice the global average of 2.7%.
An Iberian contrast: Spain versus Portugal
The comparison with Portugal is telling. While Spain's consumption fell, Portugal's grew by 5.6%, moving it up to ninth place globally. Its market now equals about 60% of Spain's volume, even though Spain's population is roughly five times larger.
What it means for the wine sector
The 2025 data suggests that the weight of the global wine market is gradually shifting. Traditional heavyweights such as Italy, Germany, France and the United States are contracting, while markets like Brazil, Mexico and Georgia gain relevance. For producers and exporters, this reinforces the case for diversifying destinations and paying closer attention to emerging consumers rather than relying on mature markets.
Source: Vinetur