Global wine consumption remains deeply shaped by culture, geography, and tradition, with stark differences emerging when measured on a per-capita basis. While wine is a daily staple in some countries, in others it remains an occasional indulgence. New 2024 data highlights just how dramatically wine-drinking habits vary around the world.
According to figures from the International Organisation of Vine and Wine (OIV), combined with World Bank population data for individuals aged 15 and above, Portugal has emerged as the world’s top wine-consuming nation per person — far outpacing even its European peers.
Portugal Leads by a Wide Margin
Portugal sits firmly at the top of the global rankings, with 61.1 liters of wine consumed per person in 2024. That figure places it 18.4 liters ahead of Italy, which ranks second at 42.7 liters, and 19.6 liters ahead of France, which follows closely at 41.5 liters.
This gap is not merely symbolic — it underscores how wine is deeply embedded in Portuguese daily life. Analysts point to Portugal’s high wine production per capita, coupled with one of the lowest value-added tax (VAT) rates on still wine in the European Union, as key drivers of consumption. Still wines in Portugal are taxed at just 13% VAT, significantly lower than most EU counterparts. Even sparkling wines, which face a higher VAT rate of 23%, benefit from reduced taxation when served in restaurants.
The result is a wine market where affordability and accessibility reinforce long-standing cultural habits.
Europe Dominates the Top of the Rankings
European countries occupy the top five positions globally when it comes to wine consumption per capita. Collectively, European nations included in the dataset average 28.7 liters per person, well above the 20-country average of 21.5 liters.
However, even within Europe, consumption levels vary sharply. After Portugal, Italy, and France, there is a steep decline. Switzerland, which ranks next, consumes 29.7 liters per person — representing an 11.8-liter drop from France alone.
That difference is striking: 11.8 liters is roughly equivalent to the entire annual per-capita wine consumption of the United States, illustrating just how concentrated wine drinking remains in Southern Europe.
The Global Average Tells a Different Story
Across the 20 countries with the highest total wine consumption, the average per-capita intake stands at 21.5 liters, while the median is 22.0 liters. This suggests that half of the countries fall within a relatively narrow band in the low-20s, while a small group at the top skews the global picture.
Wine consumption outside Europe drops sharply. Non-European countries in the dataset average just 10.8 liters per person, less than half the European average.
Wine Consumption Beyond Europe
Among non-European nations, Australia stands out as a notable exception, consuming 24.5 liters per person — a level comparable to mid-tier European wine countries. Long-standing wine production, strong domestic brands, and a mature drinking culture contribute to Australia’s elevated position.
North America occupies a middle range. Canada consumes 13.7 liters per capita, while the United States stands at 11.8 liters, reflecting a more diversified alcohol market where beer and spirits compete strongly with wine.
At the lower end of the spectrum are large Asian and emerging markets. Japan consumes just 2.8 liters per person, Brazil 1.9 liters, and China only 0.5 liters per capita. Despite their massive populations and growing wine industries, cultural preferences and historical drinking patterns continue to limit per-person consumption.
Culture Matters More Than Market Size
Experts note that per-capita wine consumption reveals far more about cultural norms than economic strength or population size.
“Wine consumption is less about income and more about tradition,” one industry analyst noted. “In countries where wine accompanies daily meals, consumption remains high regardless of global trends. In newer markets, wine competes with deeply rooted local beverages.”
As global tastes evolve and health awareness grows, overall wine consumption has plateaued in many countries. Yet, per-capita rankings show that wine remains a defining feature of lifestyle and identity in parts of Europe — particularly in Portugal, Italy, and France — where wine continues to be less a luxury and more a way of life.
