It's no longer bottoms up in Belgium as wine consumption drops to lowest level in 60 years

Not only is wine production falling drastically, but consumption figures are also turning dark red worldwide. That’s according to the annual report of the International Organisation of Vine and Wine (OIV). Last year, the figure fell 3.3 per cent to 214.2 million hectoliters, the lowest level in more than 60 years.

‘We see declining figures everywhere: in trade, as well as in imports and sales,’ Kris Lismont, president of the Belgian Sommeliers' Guild, confirms. ‘Things don't look good for the future either.’

Quality over quantity

Firstly, the price of wine plays a big role. It has risen sharply year on year since the pandemic, scaring people away.

People are however increasingly choosing quality wines. Less, but better wine, in other words. "The emphasis is more and more on quality rather than quantity. We are clearly opting for a slightly better wine at the right price."

Greater awareness around alcohol

Awareness of the negative impact of alcohol on our bodies is also growing. ‘The campaigns conducted around alcohol are clearly having their effect, and quite rightly so of course,’ Lismont stresses. ‘People are still drinking, but more mindfully.’

Our lifestyle and social habits have changed a lot in recent years when it comes to drinking alcohol. Just think of the classic business lunch, says the sommelier. ‘We used to do business with a glass of champagne, a good bottle of wine and even a coffee chaser.’

‘That's out of the question now,’ Lismont continues. "We no longer order a bottle at a business lunch, but in fact these days often not even a glass. I think above all we have to use our common sense."

Alcohol-free wine as a solution?

This awareness also means that alcohol-free alternatives are a booming business. Just think of the alcohol-free beers popping up in more and more pubs, restaurants and supermarkets.

The wine industry is a lot less advanced in this respect; a quality alternative is almost impossible to find. "It's actually quite simple: the definition of wine is “fermented grape juice”. So the alcohol makes the product tasty, weird but true. Take that away, and the taste is completely different," Lismont explains.

Even sharper declines in sight

So does the future of wine look rosy, or more like claret? ‘By 2030, we predict a halving of the current figures, so they are going down even more drastically,’ Lismont says.

"Young people think about wine and alcohol completely differently. They are more likely to look for trendier drinks, such as cocktails, mocktails and alcohol-free alternatives. So we have to respond to that."

"We need to bring other products to the market. We are already partly doing that. Europe is also looking at how to support producers, so things are already moving," Lismont concludes.