France has witnessed a historic shift in alcoholic beverage preferences, with beer consumption surpassing wine for the first time. According to the International Organisation of Vine and Wine (OIV), the French consumed 22 million hectolitres of wine in 2025, slightly less than the 22.1 million hectolitres of beer reported by Brewers of France. This marks the lowest wine consumption level since 1957, reflecting a long-term decline driven by rising living costs and changing drinking habits among younger generations.
Declining Wine Consumption
The 2025 figures show a 3.2 per cent drop in wine consumption from the previous year, and a 7.2 per cent decrease from the five-year average in France. Experts attribute this pattern to difficult economic conditions in mature wine markets, US tariffs impacting global trade, and societal shifts such as changes in mealtime rituals. Wine, traditionally a staple at French tables, is increasingly being replaced by cheaper alternatives.
Beer's Steady Rise
In contrast, beer has maintained steady consumption in France, with non-alcoholic beer seeing a 12 per cent increase last year. The affordability of beer compared to wine has made it a popular choice amid the cost-of-living crisis. Younger generations, in particular, are opting for beer and other beverages over wine, contributing to the historic shift.
Wine Sector Adaptation
The wine sector is adapting to these trends by focusing on tourism, sustainability, and lower-alcohol products. Producers are exploring new markets and innovative offerings to attract consumers, but the long-term decline in domestic wine consumption poses challenges. The shift underscores broader changes in French drinking culture, where beer is no longer just a niche choice but a mainstream alternative.
