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12 August 2025
In 2025, the global wine industry faced increasing scrutiny of alcohol consumption from a public health perspective.
In the United States, the U.S. Surgeon General issued an advisory highlighting the risks associated with alcohol consumption, fueling a debate that extends beyond U.S. borders.
This context comes on top of a structural decline in the number of wine consumers, which fell by 5 million people between 2021 and 2024 in the world’s major markets, according to IWSR.
The industry must now navigate regulatory pressure, changing behaviors among younger generations, and economic uncertainties to maintain its international commercial momentum
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