Wine consumption in France continues to decline, with a 4.2% drop recorded in 2023 compared to 2022, according to the Observatoire Français des Drogues et des Tendances Addictives (OFDT). This decrease contributes to a broader trend of reduced alcohol consumption, which fell by 3.8% overall to six million hectoliters of pure alcohol in 2023, equating to an average of 10.35 liters per person over the age of 15.
Despite remaining the most consumed alcoholic beverage in France, accounting for 52.4% of pure alcohol volumes, wine has been the hardest hit by shifting consumption patterns. Beer and spirits saw smaller declines of 2.6% and 3.9%, respectively, while beer sales have continued to grow since 2018, now representing 25.1% of all alcohol sales compared to 21.2% for spirits.
The OFDT study highlights inflation as a contributing factor to declining alcohol sales. Prices for alcoholic beverages rose by an average of 7.5% in 2023, with wine seeing a 2.3% increase compared to 0.2% for beer and 5.8% for spirits. This inflation outpaced increases for other consumer goods, further pressuring wine consumption.
The OFDT’s Enquête sur les Représentations, Opinions et Perceptions sur les Psychotropes (EROPP) reveals changing patterns in alcohol use. In 2023, 82.5% of adults consumed at least one alcoholic beverage, but only 37% reported weekly use, and daily consumption dropped to 7%. Notably, daily drinking experienced the sharpest decline (-13%) compared to weekly (-5%) and annual (-3%) usage rates.
These changes reflect a generational shift from the traditional Mediterranean consumption model—characterized by moderate daily wine drinking during meals—to a Nordic model, which involves less frequent but heavier consumption, often in social or festive contexts. This trend is more prevalent among younger generations, while older individuals maintain higher levels of regular alcohol use.
The decline in wine consumption underscores significant challenges for the French wine industry. Competition from other alcoholic beverages, rising costs, and shifting cultural attitudes have reshaped drinking habits. While wine remains deeply ingrained in French culture, adapting to evolving preferences and economic pressures will be crucial for sustaining its position as the country’s most consumed alcoholic beverage.
Strategic efforts to address these challenges, including targeted marketing, exploring alternative consumption formats, and aligning with modern health-conscious trends, will be vital to ensuring the longevity and relevance of French wine in a changing landscape.