94% of French See Wine as Core to National Identity Despite Shifting Drinking Habits

A recent survey conducted by IFOP for Vin & Société reveals that wine remains a central part of French culture, even as consumption habits continue to evolve. The 2025 Barometer, released this week, shows that 94 percent of French people consider wine to be an essential element of the country’s cultural identity. Despite a decline in regular consumption, wine is still seen as a symbol of national pride and a key aspect of the French way of life.

The survey, which polled a representative sample of adults across France, found that 77 percent of respondents drink wine, making it the most popular alcoholic beverage in the country. This figure has dropped from 85 percent in 2019, indicating a shift in how and when wine is consumed. Rather than being a daily staple at meals, wine is increasingly reserved for special occasions or shared moments with friends and family. Forty-four percent now view wine as a “noble” product, up 12 points from six years ago, and 11 percent say they only drink it on major occasions.

Wine’s positive image extends beyond the glass. Eighty-four percent of those surveyed believe wine is an integral part of the French art of living. Ninety-two percent say it enhances France’s reputation abroad and attracts tourists to wine regions such as Burgundy and Bordeaux. The economic impact is also widely recognized: 92 percent agree that wine plays an important role in French exports, while 82 percent see it as a driver of job creation.

The survey highlights growing awareness among the French public about challenges facing the wine industry. Respondents cited declining consumption, climate change, and foreign competition as major concerns. Still, viticulture is viewed as a sector of excellence worth supporting—31 percent place it on par with aerospace as a priority for national investment, just behind pharmaceuticals at 43 percent.

Moderation has become a defining feature of contemporary French attitudes toward wine. Eighty-eight percent say they follow health guidelines for responsible drinking. When asked about public policy priorities, 71 percent favor messaging focused on moderation and preventing excess rather than promoting abstinence or further reducing consumption.

The role of the wine industry in promoting responsible drinking is also widely acknowledged. Eighty-nine percent believe the sector has a duty to inform consumers about responsible consumption, and 84 percent see it as legitimate for producers to take on this responsibility. Seventy-six percent find industry-led information campaigns credible.

Samuel Montgermont, president of Vin & Société, commented on the findings by noting that in times of rapid change and uncertainty, the French attachment to wine reflects a desire for stability and continuity. He emphasized that while traditions endure, the industry must adapt to new expectations around health and sustainability to maintain its place in society.

Vin & Société represents more than 440,000 people involved in grape growing and winemaking across France. The organization works with regional and national bodies to promote the interests of the sector and foster dialogue with policymakers and the public.

The results from this year’s barometer suggest that while everyday habits may be changing, wine continues to hold a unique position in French culture—as both an economic force and a symbol of national identity.