Wine continues to stand as one of the strongest pillars of French identity, according to the 2025 IFOP Barometer conducted for Vin & Société.
Despite evolving lifestyles and a decline in daily consumption, the French population overwhelmingly affirms wine’s cultural, economic, and symbolic importance.
Wine: A Core Element of French Identity
The study reveals a striking consensus: 94% of French people consider wine an integral part of the country’s cultural identity. Even with changing consumption patterns, this attachment remains deeply rooted.
Today, 77% of the population drinks wine, down from 85% in 2019. This does not reflect rejection, but rather a shift toward occasional, meaningful consumption. Wine has transitioned from an everyday staple to a product enjoyed deliberately, with 44% describing it as “noble” and 11% associating it specifically with major celebrations — both figures rising compared to previous years.
A Vital Economic and Touristic Engine
Beyond culture, the French see wine as a major contributor to national prosperity.
- 92% believe the wine sector is essential for France’s export performance.
- 92% say it strengthens the country’s international image and draws tourists to its wine regions.
From Burgundy to Bordeaux, the prestige of French wine continues to elevate the nation's global brand.
Craftsmanship, Environment, and the Art of Living
The study highlights a strong perception of wine as an artisanal, authentic product:
- 74% view viticulture as a traditional craft.
- 75% associate the sector with environmentally respectful practices.
- 84% believe wine is part of the French art de vivre, a lifestyle marker that remains deeply embedded across generations.
Moderation, Responsibility, and Trust
The French public strongly supports responsible wine consumption rather than abstinence-driven messaging:
- 88% say they already follow health recommendations.
- 71% prefer that authorities promote moderation and prevention instead of discouraging or eliminating consumption.
- 89% believe the wine sector has a responsibility to inform consumers about responsible drinking.
- 76% find industry messages on moderation credible.
This confirms that responsibility, not restriction, is the preferred societal direction.
Challenges Ahead — and Continued Support
The French identify several major challenges for the wine sector:
- Declining consumption
- Climate change
- Increasing international competition
Yet despite these concerns, the public believes viticulture deserves priority support, placing it alongside strategic industries such as aerospace and pharmaceuticals.
A Tradition That Must Evolve
Vin & Société, representing over 440,000 people across the wine ecosystem, continues to facilitate dialogue between producers, retailers, consumers, and government policymakers.
Its president, Samuel Montgermont, emphasizes that the findings reflect a societal desire for stability in uncertain times. Maintaining the deep bond between wine and French society will require ongoing adaptation — but the foundation remains exceptionally strong.
Wine in France is not merely a product. It is heritage, craftsmanship, identity, and emotion — a tradition evolving with the times yet deeply cherished by nearly the entire nation.
Source: Vinetur