Still-wine consumption falls 4% across 21 key markets in first half of 2026
IWSR data show total beverage-alcohol volumes declining 1% year on year, an improvement on the previous period, while Prosecco, non-alcoholic beer and Indian whisky recorded growth.
A smaller decline in the overall market
Total beverage-alcohol consumption across 21 key markets fell 1% by volume in the first half of 2026 compared with the same period of 2025, according to IWSR. The contraction was milder than the 2% decline recorded between the first halves of 2024 and 2025.1
The study covers Australia, Brazil, Canada, China, Colombia, France, Germany, India, Italy, Japan, Mexico, the Netherlands, the Philippines, Poland, Russia, Spain, South Africa, Taiwan, Thailand, the United Kingdom and the United States. Together, these markets represent 76% of worldwide alcoholic-beverage consumption.1
Excluding the United States and China, aggregate volumes rose 1%, with growth in Brazil, India, Colombia, South Africa and the United Kingdom more than offsetting declines elsewhere. Italy was one of six markets whose contraction eased from the previous year, together with Germany, Japan, France, Poland and Australia.1
Still wine loses ground as Prosecco grows
Three large categories were the principal contributors to the year-on-year volume decline: high-alcohol beer fell 1%, a consequential result because it is the world’s largest category; still wine decreased 4%; and domestic spirits dropped 11%. The expanding categories were non-alcoholic beer, up 8%, Indian whisky, up 4%, and Prosecco, up 3%.1
The two largest markets performed markedly worse than the remaining countries. Traditional alcoholic-beverage consumption in the United States declined 4%, including decreases of 4% for beer, 6% for still wine and 4% for ready-to-drink beverages. China’s total fell 3%, as beer lost 2%, still wine 9% and domestic spirits 12%.1
Emerging markets and the UK support volumes
India posted a 10% increase in total alcoholic-beverage volumes, supported by high-alcohol beer at +16%, ready-to-drink products at +12% and Indian whisky at +4%. Brazil grew 3%, with high-alcohol beer up 3%, non-alcoholic beer 11% and ready-to-drink beverages 9%.1
Colombia’s total consumption rose 9%; high-alcohol beer increased 8%, non-alcoholic beer 11% and ready-to-drink beverages 110%. South Africa advanced 5%, driven by gains of 5% for high-alcohol beer, 4% for ready-to-drink products and 3% for still wine.1
Growth was not confined to emerging economies. Consumption in the United Kingdom increased 2%, supported by high-alcohol beer at +2%, non-alcoholic beer at +22% and ready-to-drink beverages at +25%.1
Moderation and a fragmented market
IWSR president and CEO Marten Lodewijks said beverage-alcohol consumption became increasingly fragmented by both market and category during the first half of 2026. He described moderation as a structural feature of consumption while noting continued strong growth in markets including India and Brazil. Declines in established categories such as still wine and high-alcohol beer continued to depress overall volumes, but growth in ready-to-drink beverages and non-alcoholic beer provided a partial counterweight in most markets.1
Sources
Written by the Dionysus editors from the sources above.
