The 2025 Wine Map: Global Production and Consumption at a glance

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Understanding shifts in global wine production and consumption is no longer optional, it is critical for devising effective export, inventory and market-entry strategies. According to the International Organisation of Vine and Wine (OIV) and the IWSR, the wine sector in 2024-25 is marked by declining volumes, regional divergence and emerging opportunities in value and premium niches. In its April 2025 report, the OIV estimates that global wine production in 2024 reached approximately 225.8 million hectolitres (mhl), a decline of 4.8% compared to the previous year, and the lowest level in over sixty years.[1] Simultaneously, global consumption was estimated at 214.2 mhl, a decline of 3.3% compared to 2023 and the lowest since 1961. This dual contraction creates a challenge for industry stakeholders. These numbers highlight an urgent need for producers and exporters to adapt their strategies, not simply to chase volume, but to align with value, scarcity and shifting demand.

While data for full 2025 are still preliminary, IWSR’s insights for the broader beverage alcohol sector suggest a “subdued but opportunity-rich” trade environment in 2025.[8] Although wine volumes are still under pressure, value tiers and emerging geographies show promise. For example, IWSR notes premium and above segments in alcoholic beverages recorded ~+3% growth in 2024, driven by South America, Asia and Middle East regions. The OIV also reports that vineyard area fell for the fourth straight year, with global vineyard surface contracting by 0.6% in 2024 to 7.1 million hectares. Shrinking area, climate pressures and weather volatility are thus reinforcing scarcity as a factor in global supply. Emerging regions (Latin America, parts of Asia) are gaining interest as production shifts slowly, though data are still fragmented.

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These trends lead to several actionable implications:

-          Focus on value rather than volume: With production and consumption both declining, the pricing and premiumisation strategy becomes more important. Producers should prioritise higher-value markets or premium tiers rather than relying on volume growth.

-          Inventory and export planning under supply constraints: A constrained supply base means exporters must manage inventory, prioritise key markets and consider exclusive or limited-edition models to exploit scarcity.

-          Emerging market entry and diversification: With value growth in emerging markets despite volume decline, brands should consider markets in Latin America, Asia and Middle East, aligning offerings to premium behaviours rather than mass volume.

-          Use data and segmentation to monitor shifts: The global dynamics are fast moving, brands need timely data on production, consumption, price tiers and geographic demand to reposition accordingly.

-          Align product and channel strategy: With traditional mature markets under pressure, entry into newer geographies with rising middle classes may offer higher growth potential, but require localisation, adaptation and targeted storytelling.

Although full 2025 data for wine specifically are still being consolidated, early 2025 signals suggest continued structural change rather than cyclical dip. As described in the IWSR report, despite macro-economic headwinds, opportunities exist via channel innovation, premiumisation and emerging geographies. For wine stakeholders, a “wine map” is less about litres than about insight: understanding where production is shifting, where consumption is evolving, and aligning accordingly.

[1] 46th World congress of vine and wine, State of the World Vine and Wine Sector in 2025, Republic of Moldova, (06.20.2025)