The French wine industry is at a crossroads, marked by a steady decline in consumption, particularly among younger generations.
According to a recent survey conducted by OpinionWay for the Entre-deux-Mers Berticot cooperative winery, released on January 30, 2025, 20% of the French population now claims to "absolutely never" drink wine. This is a troubling statistic for an industry long revered as one of the pillars of French culture. But rather than simply bemoan this decline, the report also provides some interesting insights into the shifting landscape of French wine consumption, as well as the potential revival of Bordeaux and the growing prominence of smaller wine regions.
Declining Consumption and Changing Preferences
The statistics on wine consumption are stark. The study highlights that 56% of French respondents prefer other beverages over wine, while 13% cite health concerns and 7% refer to religious reasons as causes for abstention. An additional 6% want to remain in control of themselves and avoid potential drunkenness. The decline in wine consumption is not just a matter of taste; it’s influenced by lifestyle choices and the increasing dominance of other alcoholic beverages.
Beer, for example, has long been seen as a younger, more social beverage. In the study, 69% of respondents pointed to the "young and friendly" atmosphere associated with beer as a reason for its rising popularity. And when it comes to price, nearly half of French wine consumers (48%) believe that lower prices could help sway the growing number of abstainers into re-engaging with wine.
But price alone may not be enough to lure back the masses. The survey also sheds light on a deeper desire for transparency and sustainability in wine production. The French public is increasingly interested in how their wine is made. A substantial 50% of respondents want to know more about the production methods behind their wine, specifically regarding commitments to biodiversity, reducing carbon emissions, and adopting environmentally friendly practices.
The Revival of Bordeaux: A Matter of Relevance and Reinterpretation
Despite the overall decline in wine consumption, Bordeaux — historically one of the most famous wine regions in the world — is attempting a comeback. The Bordeaux wine industry is focusing on redefining itself to cater to modern tastes. While Bordeaux wines have often been seen as overly traditional and expensive, new marketing strategies are beginning to show promise.
One of the keys to Bordeaux's revival could lie in its ability to adapt to changing consumer preferences. The region is increasingly turning to smaller, more innovative production methods, focusing on wine styles that resonate with younger drinkers. This shift could help Bordeaux escape its image of being stuffy and outdated. Smaller formats, such as 50 cl bottles and even canned wines, are being explored to appeal to a younger, more dynamic demographic that seeks convenience, affordability, and portability.
Moreover, Bordeaux is leaning into sustainability, with many producers committing to organic farming and reducing their carbon footprints. This move towards more environmentally conscious practices aligns with the broader trend seen in the study, where 50% of French wine consumers expressed a desire for greater transparency about production methods.
The Emergence of Small Wine Regions
Interestingly, the survey also highlights the growing appeal of smaller, lesser-known wine regions. While Bordeaux continues its efforts at revival, there is a notable shift towards a more diverse wine landscape in France. Wine consumers are increasingly interested in exploring new regions, driven by the desire for diversity and novelty in the wine world.
This trend is not just a reaction to the aging image of traditional wine regions but also a reflection of the search for unique and distinctive flavors that stand apart from the mainstream. Smaller wine regions are benefiting from this shift, as consumers seek out wines that offer something different — whether it’s a particular grape variety, a unique terroir, or an innovative production style.
The study reveals that 60% of French wine drinkers want to see a greater diversity of wine styles and regions, indicating a clear appetite for exploration. Small regions, which might have once been overshadowed by the more established wine powerhouses, are now emerging as significant players in the French wine market. For instance, wines from regions such as Languedoc, Jura, and Savoie are garnering increasing attention, and their smaller scale often allows for more experimental and sustainable practices.
The Younger Generation: A New Challenge
Perhaps the most pressing challenge for the French wine industry is the attitude of the younger generation. According to the survey, more than a quarter of respondents between the ages of 18 and 24 have never consumed wine. This age group, often characterized by their preference for other beverages like craft beer, cocktails, or even non-alcoholic options, represents the future of wine consumption in France.
For winemakers to secure the future of the industry, they must engage with this demographic in new ways. This may involve offering more accessible, lower-priced wines, experimenting with new formats like cans and smaller bottles, and leveraging digital platforms to connect with younger consumers. The younger generation is more socially conscious and sustainability-driven, so winemakers who prioritize eco-friendly practices and transparency in their production processes will have a better chance of winning their loyalty.
Source: Le Figaro