State of the International Wine Markets in 2023. The wine market at a crossroads: Temporary or structural challenges?

Abstract

The global wine trade experienced a decline in volume and value in 2023 due to reduced real incomes, post-pandemic overstocking, and shifting consumer preferences. Non-sparkling red wines were more affected than sparkling wines, white wines and wines in bag-in-box formats, with notable declines in non-sparkling bottled wine imports across major markets. Despite this, an exceptionally low wine harvest in 2023 prevented a global oversupply. Regionally, some countries and appellations face an imbalance where grape supply exceeds demand due to misalignment with current consumption trends. The critical question for the wine sector is whether these declines are due to temporary factors, structural changes, or a combination of both. Excessive inventories accumulated in the post-pandemic period suggest a temporary decline in trade. However, there are growing concerns about changing consumption habits, particularly among younger consumers in Europe and the US. The relative influence of these factors remains uncertain. Premium wines still enjoy demand among traditional aficionados, but there is a clear shift in consumer preferences towards more refreshing products, including white wines, sparkling wines, and low-alcohol wines. To address these challenges, the wine industry must innovate and adapt its regulatory framework to support consumer-oriented innovation and diversified portfolios. The global wine industry is at a pivotal transition point, requiring a strategic response to evolving consumer preferences to maintain its market position.