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What happened to global wine consumption?

What happened to global wine consumption?

South Korea's new drinks trend/ WSET's rebranding/ South African Wine Gains Traction in China

Natalie Wang
May 15, 2026

Global wine consumption has fallen to its lowest level since 2000, but not everywhere is in decline.

While China’s wine consumption plunged another 13% and major markets like the U.S. and France continued to weaken, six countries posted growth. At the same time, South African wines are suddenly gaining traction in China after tariffs dropped to zero, and Rémy Cointreau’s latest earnings suggest China’s battered premium cognac market may finally be showing signs of life again.

But this week wasn’t just about shifting consumption trends.

WSET’s decision to retire its iconic wine-glass-holding “goddess” logo triggered surprising backlash online. Meanwhile in South Korea, drinks companies are rolling out mini soju bottles and alcohol-free products as younger consumers increasingly reject the country’s traditional heavy drinking culture.

VATS Liquor Store, once seen as a bellwether for China’s drinks sector, reported its first-ever loss since listing. Yet at the same time, Australia’s spirits producers are preparing a more aggressive push into China, hoping to succeed where Australian wine once dominated.

Elsewhere, we explore the stranger side of the wine business: a British trader jailed over a US$97 million wine investment fraud involving Hong Kong victims, and a Chinese hedge fund caught smuggling wine through underground border runners.

In a landmark move, the OIV World Congress of Vine and Wine will be held in Ningxia for the first time in 2026, another signal of China’s growing ambition in the wine world.

And for those dreaming of entering the industry’s elite ranks, applications are now open for the £35,000 Master of Wine scholarship programme.

More developments across China and Asia are unfolding. Stay with us and subscribe to access our full analysis and exclusive reporting.

Global Wine Consumption Falls to Lowest Level Since 2000

Global wine consumption fell to its lowest level in 25 years in 2025 but six markets in the OIV’s top 20 wine-consuming countries managed to post growth in 2025.

WSET Rebrands And Drops Its Iconic ‘Wine Goddess’ Logo

Not everyone is happy with WEST’s new branding.

OIV World Congress of Vine and Wine to Be Held in China for First Time

The 47th World Congress of Vine and Wine will be held in Yinchuan, in China’s northwestern Ningxia region, in 2026, marking the first time the global industry event organised by the International Organisation of Vine and Wine (OIV) will take place in China.

South Korea’s New Drinks Trend: The Smaller, the Better

South Korea’s soju makers are introducing smaller formats and alcohol-free products as they try to reconnect with millennials and Gen Z consumers, who are increasingly turning away from traditional drinking culture.

Beyond Wine: Australia’s Spirits Are Coming

While Australia’s domestic spirits market is valued at more than US$4 billion, according to IWSR, its annual exports stand at only around US$150 million.

South African Wine Gains Traction in China as Tariffs Drop to Zero

Imports surged nearly 90% ahead of tariff removal, but the real test will come as the policy begins to reshape pricing and demand.

Domaines Ott* Unveils Four 2025 Rosé Releases

Domaines Ott* has unveiled its 2025 vintage rosé wines from its three estates in Provence, alongside the release of By Ott* Rosé 2025, as part of its 130th anniversary.

VATS Liquor Store Reports First-Ever Loss After IPO

China’s first publicly traded liquor distribution company just reported its first annual loss since going public, underscoring mounting pressure in the country’s baijiu drinks market.

China Market Shows Signs of Recovery as Rémy Cointreau’s Sales Rise 15.5% in Q4

For China’s premium imported spirits market — which has faced sustained pressure in recent years — the recovery could offer an early sign that the category is beginning to stabilise.

Chinese Hedge Fund Hotshot Busted in Wine-Smuggling Scandal

A flashy Chinese hedge fund firm once celebrated as part of the country’s elite “100 billion yuan club” has landed in hot water over a bizarre wine-smuggling scheme involving Hong Kong warehouses, underground border runners and dodged taxes.

China’s Top 100 Importers

The 237-page report offers an in-depth analysis of regional dynamics and market opportunities across North China, Northeast China, East China, South Central, Southwest, and Northwest China. It identifies the top 100 wine importers currently operating in mainland China. This regional breakdown provides a clear picture of where market influence is concentrated—and how each part of the country is shaping the growth and transformation of wine consumption in China.

£35,000 Master of Wine Scholarship is Now Open for 2026 Application

The Gérard Basset Foundation has announced that applications are officially open for the 2026 Barca-Velha Golden Vines® MW Scholarships.

UK Trader Jailed in $97M Wine Fraud With Hong Kong Links

A British man has been sentenced to 10 years in prison in New York over a US$97 million fine wine investment fraud that ensnared investors globally including at least 10 victims in Hong Kong.