World wine consumption in 2025 at -2.7%: collapse of Italy (-9.4%), Brazil grows (+41.9%)

The global decline in wine consumption is visible to anyone. The countries drinking less wine are clearly identified by the figures released by the Oiv-International Organization of Vine and Wine and further analyzed by the American Association of Wine Economists (Aawe). The data paint a less-than-encouraging picture overall, particularly for Italy. Between 2024 and 2025, global wine consumption fell by 569.5 million liters (-2.7%). The sharpest decline was recorded in Italy, where wine consumption dropped from 2.27 billion liters in 2024 to 2.02 billion litres in 2025, a decrease of 210.5 million liters, corresponding to -9.4%.
The situation is not much better in the United States, which remains the leading export market for Italian wine (as shown by Istat data analyzed by WineNews), with wine consumption down by 141.6 million liters (-4.2%). Germany, the second most important destination for Italian wine exports and Europe leading wine market, recorded a decline of 80 million liters (-4.3%). China followed with a decrease of 72 million liters (-13%), while France saw consumption fall by 71.6 million lit res (-3.2%). These are respectively the No. 11 and No. 6 most important foreign markets for Italian wine.
There are, however, some encouraging signs. The most striking countertrend comes from Brazil, where domestic wine consumption increased significantly, rising from 310.4 million liters in 2024 to 440.5 million liters in 2025. This represents an increase of 130.1 million liters, equivalent to +41.9%. Brazil is, in fact, one of the great hopes for Italian wine in the years ahead and the key market among the countries that are part of the Mercosur agreement (alongside Argentina, Uruguay and Paraguay). While still far from the volumes generated by Italy traditional export markets, Brazil is emerging as a promising destination for Italian wine even if with figures which are far from those registered by “historical” clients. In the first half of 2026, it imported 20.1 million euros worth of Italian wine, marking a noteworthy +8.1% increase compared with the first six months of 2025.
Among the other countries highlighted by the Aawe analysis, several also posted increases in wine consumption. Georgia recorded growth of 34.8 million liters (+28.1%), Romania gained 34.7 million liters (+11%), Mexico increased by 30 million liters (+24.8%), and Portugal by 29.8 million liters (+5.6%).