The grapes are visible in the vineyard in Redesheim Am Rhein, Western Germany.
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The global consumption of wine has been constantly falling in recent years – and this forced to adapt the wine industry. Organic and orange wines, non -alcoholic and high -class good vintages options are increased because the growing health awareness and growing inflation hit consumer habits.
Global wine production was expected last year by about 2%, reaching the lowest level since 1961, according to the International Wine and Vine's organization 2024 World wine production prospects. The industry organization said that climate problems and undesirable weather events have played a large role in this inheritance – especially in France, where production dropped significantly, it was described as “fundamentally affecting global guilt.”
The decrease in production came in hand with a decrease in consumption, after economic challenges and changes in the behavior related to drinking. . Latest statistics Show that world wine consumption dropped by 2.6% in 2023 compared to 2022, when it was “low”.
“People are actively trying to drink less”, Richard Halssead, consumer research operating director at the IWSR research company in the alcohol industry. While ghosts such as cognac and whiskey are still reserved for special occasions, drinks such as wine and beer-who were once a daily place-they feel a pinch, he explained.
For many in the wine industry, this caused a change, because wine becomes less on a daily basis and a more occasional feast.
“The industry wonders how people can spend a little more money on it, making the product more interesting. You see characteristics such as natural, ecological, orange, low interventions, more craft wine. ” Halssead said. “People want to have control, they are more interested in the product itself than simply as a mechanism for supplying alcohol.”
This more specialized interest aroused the increase in what was once niche areas of wine production. According to test According to a company dealing with Horizon market research, the size of the ecological wine market will cause a complex annual growth rate of 10.3% in 2024–2030, and Europe generates the highest revenues.
Orange wine – made when the skins have been on white grapes for a long time – it also enjoyed significant growth.
There is a wine glass in the wine store.
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Tatiana Fokina, general director of hedonism, a ghost shop in Mayfair known for its rare offers, said that she witnessed major changes in the sale of wine since the opening of the store in 2012. In particular, she said that people began to get deeper interest in the production process and the beginning of the wine they consume.
“I think people are much more educated about what they drink. They have a better-developed palate, they learn a little more about complex wines, perhaps wines at a higher level, instead of buying more simple lower-class wines, “she said.
The change appears because experts hope to rebirth in the wine industry after 11% drop in prices in 2024 according to expertsDemographic details of fine -grained buyers are changing, and the demographic boom (born in 1946–1964) “ages” on the market, while younger generations begin to get involved, including through digital markets that help “democratize” access to the industry.
Fokina agreed that people are now ready to spend more on one good bottle of wine, instead of buying three smaller quality, for example. She said that the interest of wine is also growing, because people do not necessarily want to open a full bottle of wine, for example on Tuesday evening.
Low and not alcoholic growth
Younger generations also manage an increase in another area of the industry: wine with low and without alcohol.
The gene – often defined as people born between 1996 and 2012 – currently constitute 45% of drinkers, and, in a clear contrast with their parents, they quote well -being as the driving force of their behavior. According to tests From Mintel, people aged 20-24 in Great Britain are half -like that they are buying alcoholic beverages than people from older generations, one of which is the desire to prioritize lifestyle and well -being.
The employee is pouring wine into a glass during the essence of wine, the most important event in wine in Portugal.
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ISWR noticed that because the beverage market without alcohol is “transforming the growth period”, the wine occupies a leading role. The organization expects the market to increase with a complex growth rate of about 12% between 2023 and 2027, compared to a 2% growth rate for beer and cider.
Michel Duekeris, CEO of the world's largest brewer AB inb.I hit the stubborn tone of non -alcoholic drinks in the last Interview with CNBC. He emphasized the importance of social situations for consumers and said that alcohol -free options still allow people to have social contacts.
“They usually couldn't drink because they must go home. Now they can drink non -alcoholic beer, socially with friends. You still drive and go home, “he said, adding that many people adapted to their routine, turning to non-alcoholic drinks.