The International Organisation of Vine and Wine (OIV) estimates global wine consumption for 2024 at 214.2m hectoliters (hl), 3.3% lower than the previous year. Should this be confirmed, it would represent the lowest consumption level since 1961, according to the OIV in its report 'State of the world vine and wine sector in 2024', released during an online press conference on April 15, 2024.
This historic low consumption coincides with historic low production. According to OIV estimates, global wine production in 2024 was 225.8m hl (–4.8%), the lowest figure in over 60 years. Only Russia (+17.5%), Georgia (+19.7%), and Hungary (+7%) recorded significant production increases compared to the five-year average. The OIV attributed the declines in most countries mainly to climate change and the increased occurrence of extreme weather events. Nevertheless, these figures still indicate an overproduction of 11.6m hl – although some of this is further processed, which leads the OIV to speak of market equilibrium.
The consumption decline, according to the OIV, is attributable to the interplay of economic and geopolitical factors leading to inflation and uncertainty, as well as a downturn in mature markets shaped by changing lifestyle preferences, evolving social habits, and a generational shift in consumer behavior. However, wine is consumed in more countries than ever before – 195 in total. Consumption decline was apparently particularly sharp in China (–19.3%) and Brazil (–10.1%). Hungary bucked the trend. The OIV reports wine consumption for the country at 2m hl in 2024 (+7.5%).
Trade volume remains stable
Global export volume reportedly remained stable at 99.8m hl (5% below the five-year average), while the value slightly decreased to €35.9bn (–0.3%). According to OIV data, the average export price for globally traded wine was €3.60/liter. Bottled wine accounted for 50.8% of the trade volume and 67% of the trade value. For sparkling wine, the volume slightly decreased (–0.3%), but the value dropped more significantly (–3.7%). Bulk wine saw an increase of 3.3% in volume and 9.8% in value, representing 34.7% of the total global export volume (7.4% of the value). For Germany, the OIV indicates a decline in both export volume (–4.7%) and export value (–4.3%). This contradicts the figures from the DWI (German Wine Institute), which reported a 3% increase in export volume for 2024.
Meanwhile, the global vineyard area is slightly decreasing. For 2024, the OIV reports a global vineyard area of 7.1m ha (approx. 17.5m ac) (–0.6%). Around the turn of the millennium, the figure was approximately 7.8m ha (approx. 19.3m ac). A decline in vineyard area is observed in major wine-growing regions, while a few countries show dynamic growth in vineyard area. The vineyard area in the EU decreased by 0.8% to 3.2m ha (approx. 7.9m ac). Spain continues to have the world's largest vineyard area with around 930,000 ha (approx. 2.3m ac) (–1.5%), followed by France (783,000 ha / approx. 1.9m ac), where the decline is estimated at only 0.7% despite drastic vine removal programs in Bordeaux and the rest of the Southwest. The decline in vineyard area was particularly drastic in Bulgaria (–7.3% to 60,000 ha / approx. 148,000 ac).
For Germany, the figure reported is 103,000 ha (approx. 255,000 ac) (–0.4%). India shows strongly growing vineyard area; the recent annual growth rate was reportedly 4.5%, with an estimated 185,000 ha (approx. 457,000 ac) for 2024. According to the OIV, Russia also recorded growth in vineyard area of 2.2% (to 108,000 ha / approx. 267,000 ac), which raises the question of whether parts of this vineyard area might actually be located on Ukrainian territory.
While most "classic" wine-growing nations in the EU (exceptions: Greece and Romania) and South America are recording declines in vineyard area, growth of 1.6% to 83,000 ha (approx. 205,000 ac) is reported for Brazil. Interestingly, specifically Brazil recorded one of the most severe harvest shortfalls in 2024 (–41% to 2.1m hl). The USA (–0.7%, 385,000 ha / approx. 951,000 ac) and South Africa (–1.5%, 120,000 ha / approx. 297,000 ac) registered (further) declines.
Despite the difficult situation, OIV Director General John Barker also sees opportunities, provided the wine sector successfully adapts to global challenges. “Working together to develop solutions to climate change and making wine a beacon of sustainability; investing in research on new audiences so that we can see wine through their eyes; reinforcing our commitment to multilateralism and global trade: these are the elements that will lead the wine sector forward,” said Barker.
