Wine consumption is changing. The industry hopes new trends will help it survive

Global wine consumption has been regularly decreasing in recent years – and it has forced the wine industry to adapt. Organic and orange wines, non -alcoholic options and high -end fine vintages all note increased demand, as health awareness and an increase in inflation have reached consumption habits.

World wine production should have dropped around 2% last year, reaching its lowest levels since 1961, according to the International Wine and Vine organization 2024 World Wine Production Outlook. Discomplete climatic problems and weather events played an important role in this drop, said industry organization – in particular in France, where production has dropped so significantly that it has been described as “considerably influencing the global wine supply”.

The drop in production has become pair with a drop in consumption, both economic challenges and changes in alcohol consumption behavior. THE Latest statistics Show that global consumption of wine dropped by 2.6% in 2023 compared to 2022, while it was “already low”.

“People are actively trying to drink less,” said Richard Halstead, COO of consumer research in the IWSR alcohol industry. While spirits like cognac and whiskey are always reserved for special occasions, drinks like wine and beer-which were previously Go-To-feel the pinch, he explained.

This sparked a change in concentration for many in the wine industry, because wine becomes less a daily drink and more an occasional treat.

“Industry is thinking about how people can spend a little more money on it, making the product more interesting. You see characteristics like natural, organic, oranges, with low intervention, a little more artisanal wine.” Said Halstead. “People want to be in control, they are more interested in the product itself, rather than being simply an alcohol administration mechanism.”

This more specialized interest has led to the growth of what was previously vinification niche areas. According to a study By the Horizon market research company, the size of the organic wine market will see an annual growth rate made up of 10.3% between 2024 and 2030, Europe generating the most important income.

Orange wine – made when skins have been left on white wine grapes for longer – also appreciated significant growth.

Tatiana Fokina, CEO of Hedonism Wines, a spirits store in Mayfair known for her rare offers, said that she had witnessed major changes in the sale of wine since the store’s opening in 2012. In particular, she said that people had started to take a deepest interest in discovering the production process and the origins of the wine they consume.

“I think people are much more educated about what they drink. They have better developed palates, they learn a little more about complex wines, perhaps higher level wines, rather than buying more simple and low-end wines,” she said.

The change comes as the experts hope for the resurgence of the beautiful wine industry after a 11% drop prices in 2024. according to expertsThe demography of fine wine buyers changes, with the baby boomers (born between 1946 and 1964) “aging” on the market, while the young generations begin to commit, including through digital markets which help “democratize” access to industry.

Fokina agreed that people were now willing to spend more on a good bottle of wine, rather than buying three less quality, for example. There is also an increasing interest in half-bottles, she said, because people do not necessarily want to open a bottle full of wine, for example, on Tuesday evening.

Gen Z – Often defined as those born between 1996 and 2012 – now represent 45% of drinkers and, in contrast striking with their parents, they cite well -being as an engine of their behavior. According to research From Mintl, the 20 to 24 year olds in the United Kingdom are half more likely to buy alcoholic beverages than those of older generations, with a reason being the desire to prioritize the choices of lifestyle and well-being.

The ISWR noted that, as the alcohol -free drinks market is undergoing a “period of transformative growth”, wine takes the lead. The organization expects the market to increase at a consisting growth rate by approximately 12% between 2023 and 2027, compared to a growth rate of 2% for beer and cider.

Michel Doukeris, CEO of the largest brewer in the world AB Inbevhas taken an optimistic tone on non -alcoholic drinks in a recent Interview with CNBC. He stressed the importance of social opportunities for consumers and said that alcohol -free options allowed people to continue to socialize.

“Usually, they couldn’t drink because they have to go home. Now they can drink alcohol-free beer, socialize with friends. Always drive and go home,” he said, adding that many people adapt their routines by turning to non-alcoholic drinks.