Wine consumption reached an estimated 214.2 million hectolitres (mhl) worldwide in 2024, according to the OIV State of the World Vine and Wine Sector in 2024. That was 3.3% below 2023 and the lowest global total since 1961. Consumption was concentrated in a small group of established markets, while 15 of the top 20 countries recorded declines.
Contents
- Global wine consumption
- Largest national markets
- Europe and the European Union
- Markets with growth
- Largest declines
- Other major markets
Global wine consumption
The OIV estimated 2024 world wine consumption at 214.2 mhl. The reported 3.3% decline from 2023 corresponds to 14.2 mhl less than the implied 2023 level of 221.4 mhl. The 2024 total was the lowest recorded since 1961, placing the year at the bottom of a very long historical series.
The scale of the market can also be seen in the country breakdown. The listed top 20 consuming countries, together with all other countries, summed to about 214 mhl in 2024, matching the reported global total. “Other countries” accounted for 35.3 mhl, or 16.5% of worldwide consumption.
The five largest national markets were the United States, France, Italy, Germany, and the United Kingdom. Their listed shares added up to 50.5% of global wine consumption. This concentration means changes in a few mature markets have a substantial effect on the worldwide total.
The OIV also reported that 15 of the top 20 markets consumed less wine in 2024 than in 2023. The overall decline therefore reflected a broad pattern across leading markets rather than a fall in just one country.
Largest national markets
The United States was the largest national wine market in 2024, consuming 33.3 mhl. Its consumption declined 5.8% year over year, and the country represented 15.6% of global consumption.
France ranked second with 23.0 mhl. French consumption fell 3.6% in 2024, while the country still represented 10.7% of the global total. Italy followed at 22.3 mhl. Italy was essentially flat, rising 0.1%, and accounted for 10.4% of global wine consumption.
Germany consumed 17.8 mhl, a 3.0% decline from 2023. Its share of global consumption was 8.3%. The United Kingdom remained the fifth-largest wine market globally, with 12.6 mhl. UK consumption declined 1.0%, and the country represented 5.9% of the world total.
| Market | 2024 consumption | Change from 2023 | Global share |
|---|---|---|---|
| United States | 33.3 mhl | -5.8% | 15.6% |
| France | 23.0 mhl | -3.6% | 10.7% |
| Italy | 22.3 mhl | +0.1% | 10.4% |
| Germany | 17.8 mhl | -3.0% | 8.3% |
| United Kingdom | 12.6 mhl | -1.0% | 5.9% |
Source for the table and the figures in this section: OIV State of the World Vine and Wine Sector in 2024.
Together, these five countries consumed more than half of the global total based on the listed shares. Italy was the only one of the five to post a year-over-year increase, although its change was only 0.1%. The United States had the largest absolute market volume, while France and Italy each represented roughly one-tenth of world consumption.
Europe and the European Union
The European Union consumed 103.6 mhl of wine in 2024, equivalent to 48% of global wine consumption. The EU total fell 2.8% from 2023 and was 5.2% below its five-year average. At the reported annual volume, EU consumption was equivalent to about 284 million litres per day.
France, Italy, Germany, Spain, Portugal, and several other European markets contributed to this large regional total, but their directions differed. Spain consumed 9.9 mhl and grew 1.2% in 2024. It recorded a second consecutive year of consumption growth. Spain represented 4.6% of global consumption.
Portugal consumed 5.6 mhl, up 0.5% from 2023, and represented 2.6% of the global total. It was the only large EU market reported as consuming more wine in 2024 than during the pre-pandemic 2015–2019 period. Its 2024 level was about 10% above that benchmark.
The Netherlands consumed 3.2 mhl, but its total declined 8.1% and stood 12% below its five-year average. Romania consumed 3.0 mhl, down 11.4% year over year, while still remaining 4% above its five-year average. The Netherlands accounted for 1.5% of global consumption, and Romania accounted for 1.4%.
Other European markets also recorded substantial volumes. Switzerland consumed 2.2 mhl, down 5.0%, and represented 1.0% of global consumption. Austria consumed 2.2 mhl, down 2.6%, also representing 1.0%. Hungary consumed 2.0 mhl, grew 7.5%, and represented 0.9% of global wine consumption.
The OIV identified historical context for some of these markets. Switzerland’s 2024 consumption was its lowest since 1965. Romania’s 2024 level remained above its five-year average despite its double-digit annual decline. These comparisons show why a single-year percentage change does not always describe a market’s position relative to its recent baseline.
Markets with growth
Only a minority of the listed markets increased wine consumption in 2024. Italy’s 0.1% rise was the smallest positive change among the major markets reported. Spain grew 1.2%, Russia grew 2.4%, Portugal grew 0.5%, and Hungary grew 7.5%.
Russia consumed 8.1 mhl in 2024, representing 3.8% of the global total. Its consumption was almost 5% above its five-year average. This combination of 2.4% annual growth and a higher recent average placed Russia among the larger markets moving against the broader global decline.
Hungary’s 2.0 mhl represented a 0.9% global share. The 7.5% increase was the strongest year-over-year growth among the country figures listed in the OIV data. Portugal’s 5.6 mhl and Spain’s 9.9 mhl were larger volumes, but their increases were more modest at 0.5% and 1.2% respectively.
South Africa also stood out for the level of its market. It consumed 4.3 mhl in 2024, down 2.8% from 2023 and equal to 2.0% of global consumption. Even with the annual decline, 2024 was the third-highest wine consumption volume in South Africa’s history.
Australia consumed 5.3 mhl, a 2.7% decline and 2.5% of the world total. The OIV described Australian consumption as fluctuating around 5.5 mhl for about fifteen years. That longer pattern provides context for the difference between Australia’s 2024 figure and its broader recent level.
Largest declines
China recorded the sharpest decline among the major country figures listed. It consumed 5.5 mhl in 2024, down 19.3% from 2023, and represented 2.6% of global wine consumption.
Romania’s 11.4% decline was the next largest among the listed markets, taking consumption to 3.0 mhl. Brazil followed with a 10.1% decline. Brazil consumed 3.1 mhl and represented 1.5% of global consumption.
The Netherlands declined 8.1% to 3.2 mhl. Canada fell 6.4% to 4.6 mhl, representing 2.1% of global consumption. The United States declined 5.8% to 33.3 mhl, the largest absolute market volume among the countries listed.
| Market | 2024 consumption | Change from 2023 | Global share |
|---|---|---|---|
| China | 5.5 mhl | -19.3% | 2.6% |
| Romania | 3.0 mhl | -11.4% | 1.4% |
| Brazil | 3.1 mhl | -10.1% | 1.5% |
| Netherlands | 3.2 mhl | -8.1% | 1.5% |
| Canada | 4.6 mhl | -6.4% | 2.1% |
Source for the table and the figures in this section: OIV State of the World Vine and Wine Sector in 2024.
Canada’s decline was part of a longer run: the country posted its fourth consecutive year of falling wine consumption in 2024. Brazil’s 3.1 mhl was similar in volume to Japan’s, but Brazil’s annual decline was more than twice Japan’s 4.4% decrease.
Argentina consumed 7.7 mhl, down 1.2%, and represented 3.6% of global consumption. The OIV reported that Argentina’s 2024 wine consumption was its lowest since 1942. This is a historically low level despite the relatively small year-over-year percentage change.
Other major markets
Japan consumed 3.1 mhl in 2024, down 4.4%, and represented 1.4% of global wine consumption. The country’s 2024 total was the lowest since 2011. Brazil had the same rounded consumption volume of 3.1 mhl, but its 1.5% global share was slightly higher than Japan’s listed 1.4% share.
Canada’s 4.6 mhl placed it above South Africa’s 4.3 mhl and below Argentina’s 7.7 mhl. Canada represented 2.1% of the global total, compared with South Africa’s 2.0% and Argentina’s 3.6%.
The remaining listed markets show how consumption is distributed beyond the top five. Spain’s 9.9 mhl and Russia’s 8.1 mhl were followed by Argentina at 7.7 mhl, Portugal at 5.6 mhl, China at 5.5 mhl, and Australia at 5.3 mhl. Canada, South Africa, the Netherlands, Brazil, and Japan each consumed between 3.1 and 4.6 mhl.
At the smaller end of the listed leading markets, Romania consumed 3.0 mhl, Switzerland and Austria each consumed 2.2 mhl, and Hungary consumed 2.0 mhl. Their listed global shares were 1.4%, 1.0%, 1.0%, and 0.9% respectively.
The OIV State of the World Vine and Wine Sector in 2024 therefore describes a global wine market with a large European core, a dominant United States market, and divergent national patterns. A few countries grew, several held broadly stable, and many contracted. The resulting 214.2 mhl global estimate was 3.3% below 2023 and the lowest world consumption total since 1961.