For the first time in history, French people are drinking more beer than wine, as the rising cost of living reshapes drinking habits among younger generations, according to recent data.
Wine Consumption Hits 70-Year Low
According to the International Organisation of Vine and Wine (OIV), the French consumed 22 million hectolitres of wine last year, just below the 22.1 million hectolitres of beer reported by Brewers of France. This marks a 70-year low for wine consumption, dropping 3.2 per cent from 2024, and is part of a long-term downward trend spanning several decades.
While France remains the largest European consumer of wine in 2025, its figures are down 7.2 per cent from the five-year average. Experts attribute the shift to a combination of difficult economic conditions in mature wine markets and changing generational behaviours.
Beer Consumption Remains Steady
Cheaper beer has maintained steady consumption levels in France, just surpassing wine consumption, according to the French brewery association Brasseurs de France. Non-alcoholic beer also saw a 12 per cent increase last year, with 600,000 litres consumed in July and August alone.
Analysts suggest that changes in social rituals, such as how people gather for meals, may be driving these trends. Sociologist Joan Cortinas told France Télévisions: "Society has become more tertiary. Often people do not even eat properly at midday anymore."
Impact of Tariffs and Global Pressures
Overall wine consumption is at its lowest in over 60 years, while U.S. tariffs have added pressure to the global wine trade, according to the OIV. OIV Director General John Barker said: "What we can see in the 2025 data is a sector that's reacting to real-time impacts of U.S. tariff policies, but also adapting to some longer-term changes in terms of climate and consumption."
The OIV has not yet assessed the potential impact of the Iran war on the wine sector, but Barker noted some effects due to consequences for consumer sentiment and shipping. The sector is adapting by focusing more on wine tourism and sustainability, while developing lower-alcohol products.
Global Wine Production Rankings
Italy remained the world's largest wine producer in 2025, with 47.3 million hectolitres, ahead of France at 35.9 million hectolitres and Spain at 29.4 million hectolitres, according to the OIV.
