Argentina’s Wine Consumption Drops to Historic Low as Health Trends Shift Habits

Argentina, known for its rich wine culture and as one of the world’s leading wine producers, is facing a significant decline in domestic wine consumption. According to recent data from the National Institute of Viticulture (INV), per capita wine consumption in Argentina has dropped to 15.77 liters per year, marking the lowest level recorded in decades. In 1970, Argentines consumed as much as 90 liters per person annually. Over the past five years, wine consumption has fallen by 22.6%. The last year with positive growth was 2020, at the start of the pandemic, when lockdowns led many Argentines to spend more time at home and rediscover traditional pleasures like cooking and drinking wine. Since then, however, the downward trend has continued without interruption.

In 2025, wine sales in Argentina declined by 2.7%, following drops of 1.2% in 2024, 6.3% in 2023, 1.3% in 2022, and a sharp decrease of 11.1% in 2021. While Argentina’s ongoing economic crisis has affected many sectors, industry experts and producers agree that the main reason for the decline in wine consumption is not economic hardship or inflation. Instead, they point to a growing health-conscious movement that discourages alcohol consumption.

This shift is not unique to Argentina. The International Organization of Vine and Wine (OIV) reported that global wine consumption reached its lowest point since 1961 in 2025, with only 214 million hectoliters consumed worldwide. Major markets such as the United States and China have also seen declines, driven by both economic factors and changing cultural attitudes—especially among younger generations. In Europe, wine consumption has dropped about 25% since 2000.

The trend toward healthier lifestyles has accelerated since the pandemic. Many consumers are now more focused on physical activity, balanced diets, and moderation in all aspects of life. This has led to a voluntary reduction in alcohol intake, with people seeking quality over quantity and avoiding drinks with high alcohol content or excessive calories.

Another factor contributing to the decline is stricter enforcement of drunk driving laws across Argentina. Eighteen provinces have adopted a “zero alcohol” policy for drivers, leaving only Buenos Aires City and Mendoza with a legal limit of 0.5 grams of alcohol per liter of blood. The penalties for violations are severe, with fines reaching millions of pesos and increased police checks on roads. Official data shows a consistent reduction in positive blood alcohol tests since these measures were implemented in 2020.

The impact on Argentina’s wine industry has been severe. In addition to falling domestic sales—down another 2.5% in 2025—producers are struggling with high costs, low export prices due to a weak dollar, and declining exports overall. Wine exports fell by 7.2% last year, reaching their lowest level in two decades. Many wineries are facing financial difficulties; some have sold assets or accepted investment from foreign groups to stay afloat.

Changing consumer priorities have also played a role. With rising costs for utilities, fuel, and essential services, Argentine families are spending less on non-essential items like alcoholic beverages, sweets, and cosmetics. Wine is increasingly seen as a luxury rather than a staple.

Despite these challenges, there are signs that the sector is adapting. Informal formats such as boxed wines or smaller bottles are gaining popularity among younger consumers and women, especially at social gatherings where wine is sometimes mixed with other beverages.

The situation remains difficult for Argentina’s winemakers as they navigate both global trends and local challenges that threaten one of the country’s most iconic industries.