Evolution of wine consumption in France in 2025

Wine consumption in France: a historical evolution

Just a few decades ago, wine was part of everyday life for most French people. But since the 1960s, average consumption has fallen by more than 60%. According to the latest data from FranceAgriMer , the trend is continuing: in 2024, wine consumption is expected to decline by a further 3.6% compared to 2023 — a historically low level.

While volumes are decreasing, the French relationship with wine is changing profoundly. Less consumption does not mean disinterest; quite the opposite: people are drinking less, but better . Consumers are prioritizing quality , diversity , and wine experiences over quantity.

A generation that consumes differently

Young adults (18–35 years old) are shaking things up. According to the SOWINE/Dynata 2024 barometer, they consume wine less regularly, but show a strong interest in discovery , convenient formats and ethically sourced wines (organic, local, natural).

This generation wants:

  • to control one's alcohol consumption,

  • avoid waste,

  • to test without necessarily opening a large bottle.

  • and enjoy more personalized experiences.

These new behaviors pave the way for more suitable formats, including the 37.5 cl , aka the half-bottle .

The half-bottle: small size, big potential

The half-bottle format (37.5 cl) is experiencing a real boom. Once reserved for hotel minibars, it is now becoming popular with wine merchants, in e-commerce and even in restaurants.

Here's why this format is so popular:

  1. ✅ The right amount : perfect for a dinner for two or for enjoying a drink without wasting.

  2. 🍇 Easy discovery : ideal for tasting a wine before buying the full bottle.

  3. 💡 More environmentally friendly : less waste, less storage, less loss.

  4. 💻 Suitable for e-commerce : simpler shipping, attractive starting price, gift format.

  5. 🎁 Premium effect : perfect for tasting sets and subscription offers.

Many producers — such as Gérard Bertrand or artisanal houses — are now developing ranges dedicated to the half-bottle. The modern consumer sees it as a pleasurable, practical and responsible format.

The boom in wine e-commerce and the advantage of the small format

Online wine sales continue to grow: today they represent approximately 8% of sales in value according to the latest Xerfi analyses.
This channel is also the one where growth is strongest , driven by:

  • convenience (fast delivery),

  • transparency (customer reviews, detailed product sheets),

  • and the possibility of ordering in small quantities .

Half-bottles are therefore perfectly aligned with these new expectations: more accessible prices, lighter packages, and an excellent lever to encourage discovery .

The half-bottle perfectly reflects this evolution: it embodies reasonable pleasure , accessible quality and discovery without constraint .
It is a powerful commercial lever for producers, wine merchants and e-tailers who wish to innovate without disrupting their offering.