Global wine consumption in 2024: what importers need to know

Global wine consumption in 2024 is estimated at 214.2 million hectolitres (mhl), marking a 3.3% decrease from 2023. If confirmed, this would be the lowest recorded level since 1961, according to the International Organisation of Vine and Wine ( OIV). In contrast, global wine production stood at 225.8 million hectolitres, also historically low but still exceeding consumption. This creates a surplus of around 11 million mhl, adding to global inventories despite challenging market conditions. The steady decline in consumption reflects a mix of economic, geopolitical, and structural shifts in consumer behaviour.

Why it matters for wine trade

Consumption volumes play a vital role in shaping wine import and export dynamics. When domestic demand falls, importing countries may reduce purchasing, while exporting countries may seek new markets. These shifts influence trade lane volumes and can prompt importers to diversify sourcing. 

For wine, beer and spirits importers, tracking consumption trends helps guide purchasing decisions, shipping schedules and route selection.

A challenging year for global wine demand

The decline in 2024 follows a broader trend that began in 2018. Major contributing factors include:

• High average prices: Driven by reduced production and lingering inflation.
• Economic uncertainty: Energy costs, supply chain disruption and reduced consumer spending.
• Structural shifts: Lifestyle changes, moderation trends and generational behaviour shifts.
  

Despite the downturn, a few key markets showed resilience, offering insight into potential growth areas.

A closer look by region

European Union – Still the world’s largest wine market

The EU represented 48% of global wine consumption in 2024, totalling 103.6 mhl. This was a 2.8% decrease compared to 2023 and a 5.2% drop compared to the five-year average.

• France: 23.0 mhl (‑3.6% vs 2023)
• Italy: 22.3 mhl (stable vs 2023)
• Germany: 17.8 mhl (‑3.0% vs 2023)

Spain and Portugal were rare exceptions, each showing modest growth:

• Spain: +1.2% (9.9 mhl)
• Portugal: +0.5% (5.6 mhl), also exceeding pre-pandemic levels
  

Emerging EU markets like Hungary (+7.5%) also showed signs of recovery, which may interest importers exploring Central and Eastern Europe.

Outside the EU – Mixed performance

• USA: Still the world’s largest consumption market, but saw a sharp ‑5.8% drop (33.3 mhl)
• UK: 12.6 mhl (‑1.0%), ranked 5th globally
• China: Down ‑19.3% (5.5 mhl), continuing a long-term decline since 2018
• Russia: Consumption rose by +2.4% (8.1 mhl), showing market resilience
• South Africa: 4.3 mhl (‑2.8%), still among its highest historical levels
• Argentina: Consumption reached 7.7 mhl, a ‑1.2% decrease, marking the country’s lowest level since 1942.
• Chile: While primarily a major exporter, Chile’s domestic consumption in 2024 was estimated at 8.4 mhl, experiencing its own modest adjustments amid evolving local demand.

In Oceania, Australia’s consumption remained stable at 5.3 mhl, with little variation over 15 years.

These variations suggest new trade opportunities where demand is either growing or holding steady, even as mature markets contract.

When to consider shifting or expanding market reach

Wine exporters may wish to explore:

• Markets showing stability (e.g. Russia where consumption increased +2.4% to 8.1 mhl, about 5% above its five-year average.)
• Recovery potential in smaller EU countries like Hungary and Romania
• Ongoing demand in key destinations such as the US and UK, despite recent drops

Emerging trends in consumption also point to changing consumer habits, which can influence varietal selection, packaging formats and distribution methods.

One strategy: match demand with efficient trade lanes

As consumption drops in some regions and rises or stabilises in others, having access to agile logistics becomes a competitive advantage. Exporters that can ship smaller quantities more frequently, especially helpful when entering secondary markets. Smaller volumes allow them to adapt faster to changing demand.

Our LCL (less than container load) service supports this by consolidating small shipments and providing regular departures across all major wine routes. Combined with our trade lane updates, this allows importers to:

• Monitor shifts in global trade volumes
• Quickly respond to new consumption patterns
• Optimise routes for efficiency and cost
• Reduce inventory risk by shipping closer to the point of sale

Explore our LCL sailing schedules and sign up for trade lane updates to stay informed.

We’ll support your business choices

At Hillebrand Gori, we understand how closely wine consumption trends impact logistics decisions. Whether you’re responding to changing demand or exploring new markets, we’re here to help.

• Regular LCL departures on all major wine routes
• Access to trade lane insights and market intelligence
• End-to-end logistics tailored for wine, beer and spirits
• Flexible solutions that adapt to shifts in consumption
  

Visit our Knowledge Center or Media Page for more insights on market movements and how logistics can support your growth.