The OIV's Director General, John Barker, presents the World Wine Consumption Report in Paris

How global wine tastes are evolving


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Mr. John, head of the OIV
Mr. John, head of the OIV, is in Wine Paris & Vinexpo Paris to deliver a presentation on global wine consumption.

At the recent Wine Paris & Vinexpo Paris 2024 event, a significant focus was placed on the changing landscape of global wine preferences, particularly through the lens of wine color trends. The International Organisation of Vine and Wine (OIV) took center stage with a press conference led by John Barker, the OIV's newly appointed Director General, and Giorgio Delgrosso, Head of the OIV Statistics and Digital Transformation Department. Their presentation was grounded in the latest statistical focus titled "Evolution of World Wine Production and Consumption by Color," which provided a comprehensive overview of shifts in the global wine sector from 2000 to 2021.

This report, diligently prepared by the OIV Statistics Department, sheds light on a noticeable global shift in wine preferences, highlighting a growing inclination towards white and rosé wines at the expense of red wine's dominance. This trend reflects not merely a change in consumer taste but signifies a broader transformation within the wine industry itself.

Red Wine: A Decline in Global Demand

The report indicates a significant downturn in the global supply and demand for red wine over the past two decades, with production plummeting by 25% since its peak in 2004. This decline is even more pronounced when considering the proportion of red wine production, which has dropped from an average of 48% of total wine production at the century's start to 43% in recent years. European countries, traditionally known for their red wine production, have seen substantial decreases, with France and Italy at the forefront of this downward trend. However, this decline has been partially offset by a rise in production in non-European countries such as Chile, Argentina, Australia, the USA, and South Africa.

On the consumption front, major European wine markets have experienced a noticeable decrease in red wine consumption, while non-European countries like China, the USA, Russia, and Brazil have shown positive growth rates. This shift underscores a changing global palate, with a preference for red wine becoming more prominent outside of Europe.

White Wine: Ascending in Popularity

Contrastingly, white wine has seen a global upsurge in both demand and supply since the turn of the century. In a significant milestone, white wine production surpassed that of red wine in 2013, driven by a burgeoning interest in sparkling wines. Countries like Italy, the USA, South Africa, and Australia have contributed significantly to this growth, while traditional powerhouses such as France and Spain have maintained a stable production level.

The increase in white wine consumption is largely attributed to the sparkling wine markets in the USA, Germany, and the UK. The growing popularity of sparkling wines in these countries has more than compensated for the decline in traditional wine-consuming nations, showcasing a dynamic shift in consumer preferences.

Rosé Wine: The Rising Star

Rosé wine, in particular, has witnessed a remarkable surge in both demand and supply globally, with production increasing by 25% between 2001 and 2021. This growth has positioned rosé wines to represent over 8% of the world's production on average in recent years, up from 6-7% at the century's start. The production and supply of rosé wine are notably concentrated, with the top 10 producing countries accounting for nearly 90% of the global total. France leads this charge, not only in production but also as the largest market for rosé wine consumption, signifying its dominant role in the rosé wine sector.

The marked increase in rosé wine demand, particularly in the UK, Germany, and the US, mirrors a broader trend of diversification in wine consumption preferences. This shift towards lighter wines can be attributed to various factors, including changing dietary habits, the search for novelty, and the influence of social media in shaping consumer trends.

Wine production by color
Wine consumption by color

The OIV's report on the evolution of world wine production and consumption by color from 2000 to 2021 provides invaluable insights into the shifting dynamics of the global wine industry. As consumer preferences evolve, the industry continues to adapt, with a noticeable pivot towards white and rosé wines. This structural shift not only reflects changing tastes but also highlights the wine industry's resilience and adaptability in the face of global trends.

The findings from the Wine Paris & Vinexpo Paris 2024 event underscore the importance of understanding consumer preferences and market trends, providing crucial data for producers, marketers, and enthusiasts alike. As the world's palate continues to diversify, the wine industry stands at the forefront of innovation, ready to meet the changing demands of global consumers.

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