French Young Adults Choose Cocktails Over Wine for the First Time, Study Finds

The SOWINE/Dynata 2026 Barometer, published in March, reveals significant changes in alcohol consumption habits in France. Wine remains the most preferred alcoholic beverage among French consumers, with 52% expressing a preference for it. However, the report notes a steady decline in wine consumption, while sparkling wines and cocktails are gaining popularity, especially among younger adults.

The study highlights that beer is also experiencing a decrease in consumption, while champagne maintains a relatively stable position. At the same time, new categories such as sparkling wines and cocktails are making notable gains. Among people aged 18 to 25, cocktails have become the favorite alcoholic drink, overtaking wine and beer. This shift suggests that traditional consumption patterns are giving way to choices based on specific occasions, personal desires, and social contexts.

For decades, wine in France was closely associated with meals and family gatherings. The latest data shows this ritual is changing. Informal moments like aperitifs, evening events, and casual get-togethers are becoming more important occasions for drinking wine. Taste has emerged as the main reason for choosing a beverage, replacing tradition as the primary driver of consumption. This marks a move toward more spontaneous and individualized drinking habits.

The report also points to a growing interest in wine-related experiences. Activities such as wine tourism, tastings, vineyard visits, and membership in wine clubs are attracting more participants each year. Young consumers are particularly drawn to these experiences, viewing wine not just as a product but as a source of emotion, discovery, and social connection.

French consumers are becoming more demanding and better informed when it comes to purchasing alcohol. While appellation and origin remain important factors in decision-making, there is an increasing need for advice and information before buying. Wine shops are seeing more customers seeking expert guidance. At the same time, e-commerce has become an established part of shopping habits for alcoholic beverages.

Digital tools and artificial intelligence are playing an increasingly important role in how French consumers learn about and purchase wine. Social media platforms and influencers have already influenced buying decisions for several years. Now, nearly one-third of French consumers have used artificial intelligence to obtain information about wine or spirits. This trend reflects the rise of a more autonomous and connected consumer who values personalized recommendations.

The SOWINE/Dynata 2026 Barometer shows that diversification is now a defining feature of alcohol consumption in France. The market is no longer shaped by long-standing traditions but by evolving expectations around variety, experience, digital engagement, and generational change. As younger adults seek out new flavors and experiences, producers and retailers are adapting to meet these demands with innovative products and services tailored to modern preferences.