Volume sales of wine increased in 2024, supported by an exceptional grape harvest, which ensured ample supply and high-quality output. Georgia’s deep-rooted winemaking heritage continues to attract both locals and tourists, particularly those interested in traditional production methods. Additionally, government support, including subsidies and promotional initiatives, has further strengthened the wine industry.

Total volume sales of wine in Thailand increased by 6% in 2024, to exceed 30 million litres, driven partly by the Excise Department’s decision to lower tax rates for wine and nightlife until the end of the year. Grape and sparkling wine taxes were reduced from 10% and THB1,500 per litre, to 5% and THB1,000 per litre, respectively. Additionally, fruit wines and local liquors (under 7 proof) enjoyed a 0% tax rate and reduced baht per litre rates. Import taxes on wine were waived completely. Nightc

Wine in Morocco has an aspirational image among locals with many perceiving it as a drink for special occasions. Retail volume sales were steady in 2024, supported by foreign tourists, although price sensitivity continued to weigh on local consumer demand. Wine is widely consumed by tourists visiting the country, although red wine is also a key favourite among Moroccans. Modest premiumisation has helped to boost margins and sustain value growth. Growth was supported by restaurants and hotels cat

Overall, wine in Croatia, registered a slight increase in volume sales in 2024. The Croatian wine industry is actively promoting its products. The increase in wine advertisers highlights a competitive landscape, where wineries are investing in marketing to reach consumers. This likely contributes to maintaining consumer interest and driving sales. Also, despite economic pressures and rising prices, consumers are still willing to spend on wine. Consumer preferences are shifting towards premium w

With consumers continuing to exercise greater caution in their spending habits following the recent spike in the cost of living, wine in Estonia saw total volume sales contract for a second consecutive year in 2024. The rate of decline was deeper than in 2023, as heightened budget-consciousness caused on-trade demand to plummet. Off-trade volume sales also remained in negative territory, but picked up slightly thanks to improved consumer sentiment amidst a significant reduction in inflation. Mor

With wine in Serbia seeing rising volume sales in 2024, Serbian winemakers have been focusing on improving the quality of their wines, making them more appealing to both domestic and international consumers. The popularity of wine tourism has increased, with more international tourists visiting Serbian wine regions like Vojvodina and Sumadija, boosting wine consumption in the country.

Total volume sales for wine declined in Tunisia 2024. The overall fall was mainly thanks to the decrease of on-trade wine, with reduced quantities of still light grape wine distributed under the control of Tunisian ministry of Agriculture. The demand for wine in hotels, restaurants and bars fell amid rising prices, with many Tunisians opting to drink wine at home as a result.

Wine in Uruguay faced multiple headwinds in 2024, including a poor harvest driven by an exceptionally dry climate and the drought of 2023. Volume sales fell significantly both off-trade and on. Local producers, whose output comprised over two thirds of low-quality table wine in total volume sales, saw their competitiveness erode as prices remained too high to match the value proposition of imports. Consequently, many consumers shifted to higher-quality offerings from Argentina and Chile. Post-pa

Total volume sales of wine in Slovenia increased, albeit modestly, in 2024. Nonetheless, wine continued to benefit from the perception among many local consumers that it is a more natural alcoholic drink. As a result, there was a significant consumer shift towards wine over the review period, albeit slowing as other alcoholic drinks categories ride on the wave of innovation and a healthier spin around their latest product launches. This counters the established consensus that wine is a more natu

Wine in Latvia saw a relatively stable performance in 2024, against the backdrop of economic challenges. This stability was supported consistent demand in off-trade channels and a gradual return of consumers to on-trade venues. It was further underpinned by promotions in grocery chains, where discounted multi-bottle offers and seasonal campaigns, particularly around holidays like Christmas and Easter, encouraged purchases. Imported wine brands used targeted promotions in key retailers to maintai

Wine saw volume sales fall in Turkey in 2024. It was another difficult year for the still grape wine market, which led to a decline in overall sales volume. The primary factor in the category’s poor performance was the significant increase in wine prices, which made the category far less appealing to consumers, especially in the context of a more general rise in the cost of living. As a result, consumers opted for less expensive and more popular alcoholic beverages such as beer. Price hikes were

Wine performed well in Lithuania 2024, having benefitted from a favourable summer season. Lithuanians show a strong preference for lighter wines, including sparkling wines, which are often used in popular cocktails such as Aperol spritz. Overall, there is a noticeable shift towards white and sparkling wines, as younger consumers tend to favour these lighter options over heavier red varieties.

Total volume sales of wine in Uzbekistan declined moderately in 2024. Despite a growing wine culture in Uzbekistan and more informed, educated consumers, who are increasingly learning to appreciate wine through taste, rather than rely on well-known brand names, price remains the key factor in purchasing decisions. The strong downward pressure on purchasing power due to rising prices negatively impacted demand, leading to a drop in consumption. In addition, poor grape harvests in the second half

Volume sales of wine stagnated in total volume terms in 2024. The performance was characterised heavily by the ongoing recovery of on-trade volume sales from the negative impact of the pandemic and a lasting shift towards at-home consumption. Nevertheless, despite seeing solid growth, on-trade volume sales of wine in 2024 were still below 2019 pre-pandemic levels, with economic pressures still impacting the ability of some consumers to drink outside the home. It was also linked to a general tren

Volume sales of wine in Austria decreased marginally in 2024 due to lower consumption in both the off-trade and on-trade. The long-term trend towards drinking less alcohol has also impacted wine, primarily led by the changing demands of younger adults. Lighter alcoholic beverages have continued to increase in Austria, which has helped to drive sales of wine-based RTDs at the expense of sparkling wine and still light wine.

Wine in Germany witnessed further volume decline in 2024, due mainly to weaker demand in the off-trade. A combination of economic pressures, changing consumer preferences, and demographic shifts have influenced purchasing behaviour. Consumer purchasing power has reduced due to persistent inflation, and economic and geopolitical uncertainty, which has weighed heavily on consumer confidence. German consumers reacted to higher average unit prices by being more conservative with their spending, affe

Wine in Slovakia continued to be hampered by the overall shifts in drinking behaviour among Slovak consumers, with many choosing to drink less alcohol. On the supply side, a dry year meant that the harvest of local grape varieties was weaker, while at the same time production costs continued to soar. This resulted in unit price increases and a switch in favour of imported wine from markets where wine production is both well subsidised and in surplus. Consumer price sensitivity among Slovaks rema

Volume growth of wine in Romania in 2024 was primarily driven by the strong harvest in 2023, which was 4% higher than the five-year average. Also, moderate increases in the average unit price helped keep wine affordable for the mass consumer. However, overall growth fell short of its full potential due to the ongoing impact of high living costs and inflation on the population’s purchasing power. Romania is a major producer of wine and so locals are heavy wine drinkers, especially in the producin

Wine volume sales remained relatively strong in Israel over 2024. Both the on-trade and off-trade have been impacted by the war, while the on-trade was affected more significantly. Many wineries were forced to close during the war due to their location in the north of the country, which had a strong impact on visitor centres, where locals are able to learn more about different wines and flavours. At the same time, wine bars are growing as an opportunity for locals to go out and enjoy some "escap

In 2023-2024, wine showed an overall relatively weak recovery in Ukraine after a sharp sales drop in 2022 because of the war. The category lost a considerable part of its target audience as some women left the country because of war-related safety issues and stayed out of the country while the war was ongoing. Moreover, there is still a limited culture of consuming still light grape wine, the development of which needs investment and time. In addition, there are fewer celebrations, events and ho

Wine continued to outperform beer in terms of volume growth in North Macedonia in 2024. Consumer interest in wine remained strong, thanks to the expanding choice of high-quality still red and white wines. Wine also benefited from a growing on-trade presence as the local foodservice landscape evolved and consumers became more sophisticated in their preferences, increasingly seeking quality wines to accompany dining experiences. Although inflation-driven price increases persisted in 2024, their ov

Total volume sales of wine increased strongly in Hong Kong in 2024, with increases both off-trade, and in particular on-trade. Still light red wine dominated total volume sales in 2024, and also continued to see the most dynamic growth, with a double-digit increase. With Hong Kong’s economy being uncertain, some local consumers were seeking value-per-bottle wines. For general consumers, their tastes and preferences gravitate towards premium wines if the price point is reasonable for them (on ave

The average Pole drinks about six litres of wine annually, five times less than the EU average. With lower purchasing power than in some European countries, wine in Poland is stagnating, with mid-range wine dominating sales. The uncertain economic climate and weak consumer sentiment are also impacting wine sales. Inflation is driving up the cost of living, forcing consumers to prioritise essential goods over discretionary purchases such as wine.

Wine consumption in Peru remained challenged in 2024, following the steep declines observed in 2023. The market struggled to regain momentum as macroeconomic pressures continued to shape consumer behaviour. Local semi-dry wines, which account for the bulk of national volume, were particularly affected due to declining disposable incomes and shifts in alcoholic drinks preferences. Many cost-conscious consumers gravitated toward more affordable, higher-alcohol options such as RTDs, further weakeni