On April 15, the OIV press conference was held to discuss the most urgent challenges facing the wine sector. Summarize the main meals from discussion.
In a period when the narration surrounding the wine market was uncompromisingly negative, the press conference presented on April 15th (April) a refreshing dose of hope and direction. OIV General John Parker addressed the urgent challenges in three main areas:
Global Wine Production Global Wine Wine Trade Global Wine Trade
After a detailed walk of data, Parker concluded by providing clear opportunities in each sector, indicating a way forward for pressure.
Global wine production
Global production is still in the spotlight. In 2024, wine production decreased to 226 million hectares – the lowest level since 1961. Parker referred to unprecedented weather events, and the intense effects of climate change as major drivers behind this decrease. Data reveals blatant numbers: While the world faces this recession, the main productive areas are also witnessing significant declines.
In France, production decreased by 24 %. Spain saw a 17 % decrease, while South Africa recorded a 16 % decrease.
Parker note the inevitable effect of the climate change on the industry:
“For production, there can be no doubt that climate change produces a number of effects. Over time, climate change will affect the types and patterns of produced wine and the geography of production itself. This is well known. The challenge has been accepted.”
He stressed that the silver lining lies in the progress of technologies to keep pace with sustainability requirements, with the issue “at the core” of the new strategic plans for OIV.
“The opportunity is to put the wine sector as a role model for sustainability,” with Parker urged that producers need adaptation by adopting green practices and innovative solutions. Despite the dark production numbers, these measures provide a way to flexibility and isolation in the future.
Global wine consumption
The natural scene reflects consumption production problems. Global wine consumption has slipped to 214 million hectares in 2024, which represents the lowest level since 1961. Over the past 1960s, wine drinking habits have faced traditional heavy drinking areas in Europe and South America that dates back to its numbers. On the other hand, emerging markets have grown, although they are not enough to balance the main growth markets such as the United States of America and China.
Economic opposite winds, especially the continuous impact of inflation after the ruling, high production costs, and reduce purchase strength, have all affected. Parker said:
“For consumption, we have noticed over the 1960s a gradual phenomenon of rapprochement in terms of wine drinking habits. Traditional wine countries in Europe and South America gradually supervised their consumption, while wine popularity has steadily ranged in other countries. There is still a feeling of massive inflation and increased production costs with low purchase.
He continued: “These economic factors intersect with changing consumer behavior, from changing generations and lifestyles, and expanding the scope of options and quick alternatives.”
However, Parker found optimism in the advanced consumer profile: “The opportunity here is to understand the new consumer. Quality, originality and heritage, but this sector cannot depend on these characteristics alone. Seeing wine through consumer eyes and communicating with their terms is very important. This is what the wine sector must do to renew its growth.”
These data and comments indicate that although traditional markets may explode, there are great potentials in re -engaging consumers with modern dynamic messages that are frequent with their lifestyles and values.
Global wine trade
The commercial sector draws a more encouraging image. In 2024, global wine export volumes were fixed at 99.8 million km, with an export value of 35.9 billion euros-the third highest registered ever. The distinguished is evident, as the average export price has risen to 3.60 euros per liter, supported by 30 % since 2020. In particular, the wine is highlighted, with a volume of 3.3 % and a value of 9.8 % on an annual basis.
Parker addressed the current uncertainties waving on the horizon: “With regard to trade, the 2024 data is encouraging, but we know that there are upcoming winds coming. Wherever tariff rates are eventually fell to OIV, the uncertainty that has already affected many businesses.
And the increase: “Trade is the opportunity, and this opportunity depends on the stability and exchange provided by international institutions. OIV is part of this system, as it provides information and enhancing cooperation and harmonization to support its members and the international wine sector.”
While the opposite winds like American tariff proposals wave on the horizon, Parker's notes confirm that trade remains a vital engine of growth. He highlighted that coordinated international stability, policies and mutual cooperation are necessary to maintain this cultural and economic exchange.
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