Wine consumption is changing. The industry expects new trends to help him survive

Global wines consumption has been in a constant decrease in recent years, and has forced the wine industry to adapt. Organic and orange wines, non -alcoholic options and fine high -end crops are seeing greater demand, since the growing awareness of health and increased inflation affects consumer habits.

Wine production is expected to have fallen around 2% last year, reaching its lowest levels since 1961, according to the International Wine and Vine’s Organization 2024 World Wine Production Perspectives. Climate problems and adverse weather events played an important role in this fall, said the industry organization, especially in France, where production fell so significantly that it was described as “substantially influencing the world supply of wines.”

The decrease in production has come hand in hand with a drop in consumption, following the economic challenges and changes in alcohol consumption behavior. He Latest statistics Show that world consumption of wine fell by 2.6% in 2023 compared to 2022, when it was “already low.”

“People are actively trying to drink less,” Richard Halstead, director of consumer research operations at the IWSR alcohol industry research firm. While spirits such as cognac and whiskey are still reserved for special occasions, drinks such as wine and beer, which used to be the daily option, are feeling the pinch, he explained.

It has caused a change of approach to many in the wine industry, since the wine becomes less a daily and more occasional drink.

“The industry is thinking about how people can spend a little more money on it, by making the product more interesting. You see characteristics such as natural, organic, orange, low intervention nature, a little more artisanal of nature.” Halstead said. “People want to have control, they are more interested in the product itself, instead of simply being a mechanism of childbirth in alcohol.”

This more specialized interest has promoted growth in what used to be areas of vinification niche. According to a study For the Mercado Horizon research firm, the organic wines market size will see an annual growth rate of 10.3% between 2024 and 2030, with Europe generating the highest income.

The orange wine, made when the skins are left in white wine grapes for longer, has also been enjoying significant growth.

Tatiana Fokina, CEO of Hedonism Wines, a Liquor store in Mayfair known for its rare offers, said she has witnessed great changes in wine sales since the store opened in 2012. In particular, she said that people had begun to be more interested in discovering the production process and the origin of the wine they consume.

“I think people are much more educated about what they are drinking. They are having better developed palate, they are learning a little more about complex wines, possibly higher level wines, instead of buying simple and low -end wines,” he said.

The change occurs as experts expect a resurgence in the beautiful wine industry 11% fall into prices in 2024. according to expertsThe demography of fine wine buyers is changing, with Baby Boomers (born between 1946 and 1964) “aging” of the market, while younger generations begin to participate, even through digital markets that are helping to “democratize” access to the industry.

Fokina agreed that people were now willing to spend more on a good bottle of wine, instead of buying three of a lower quality, for example. There is also a growing interest in the half bottles of wine, he said, since people do not necessarily want to open a bottle of full wine, for example, on a Tuesday night.

Generation Z, often defined as those born between 1996 and 2012, now represent 45% of drinkers and, in a marked contrast with their parents, cite well -being as a driving force behind their behavior. According investigation From Mintel, those of 20 to 24 years in the United Kingdom are half the chances of buying alcoholic beverages than those of major generations, and a reason is the desire to prioritize lifestyle and well -being options.

The ISWR said that, as the alcohol -free drink market suffers a “growth transformative period”, the wine is taking the initiative. The organization expects the market to grow at a growth rate composed of around 12% between 2023 and 2027, compared to a 2% growth rate for beer and cider.

Michel Doukeris, CEO of the world’s largest brewer AB INB.He gave a bullish tone in non -alcoholic beverages in a recent Interview with CNBC. He stressed the importance of social occasions for consumers and said that without alcohol allowed people to continue socializing.

“Usually, they could not drink because they need to drive home. Now they can drink beer without alcohol, socialize with friends. They still lead and go home,” he said, adding that many people were adapting their routines by resorting to non -alcoholic drinks.