Sales data reveals that beer consumption in French households has surpassed wine, signaling a notable cultural shift. During the New Year festivities, traditionally associated with wine and Champagne, sales of these beverages fell by 6% compared to the previous year, according to Circana. This drop reflects a continuing trend, as wine consumption in France has been declining for decades—from 120 liters per person annually in 1963 to under 40 liters today, a 66% decrease.
The change is attributed to evolving eating and drinking habits, as well as increased health awareness. An Ipsos survey for FranceAgriMer and the Comité National des Interprofessions des Vins (CNIV) noted in December 2023 that overall alcohol consumption in France is decreasing. Red wine, in particular, has lost popularity, with white and rosé now leading preferences.
Meanwhile, beer has gained traction, especially among younger generations. A study commissioned by FranceAgriMer in 2023 revealed that while wine sales dropped by 45% between 2007 and 2023, beer sales rose by 26%. This growth is starkest among younger demographics, with under-35s increasing beer consumption by 47%, compared to an 8% rise among those aged 50-64. The trend has also fostered a surge in craft brewing, with France now boasting the EU's largest number of independent brewers—2,500, according to the Syndicat National des Brasseries Indépendantes.
Health concerns around alcohol, including efforts to curb alcoholism, contribute to wine’s decline. However, these efforts face resistance from France’s powerful wine lobby. Former Health Minister Aurélien Rousseau refused to support the Dry January campaign in 2023, despite backing from 40 addiction specialists. In contrast, current Health Minister Yannick Neuder personally participates in "le défi de janvier," yet opposes additional taxes on alcohol. President Macron, a vocal wine advocate, continues to highlight wine's cultural significance, claiming to drink two glasses daily.
