Winemakers are in trouble

The global wine industry faces a historic crisis driven by shifting consumer preferences, climate instability, and rising production costs. Alcohol consumption is declining worldwide; in France, daily wine drinkers have plummeted from 50% of the population in 1980 to just 10% today. Younger generations, particularly Gen Z, increasingly view wine as an outdated beverage, opting instead for craft cocktails, cannabis-infused drinks, or premium bottles consumed less frequently. Simultaneously, extreme weather—ranging from droughts in Spain to unpredictable gluts in California—disrupts the consistent harvests necessary for profitability. To survive, winemakers are uprooting vines to plant drought-resistant crops like olives, relocating vineyards to higher elevations, and pivoting toward wine tourism. While traditional regions struggle, China is emerging as a competitive producer, leveraging diverse climates and modern techniques to win international awards and challenge established market dynamics.