French red wine is facing an “existential” decline if it does not adapt, according to people working in the industry, as younger generations increasingly opt for different beverages or shun alcohol altogether.
Consumption of red wine in France has fallen by about 90 per cent since the 1970s, according to Conseil Interprofessionnel du vin de Bordeaux (CIVB), an industry association.
Total wine consumption, spanning reds, whites and rosés, is down more than 80 per cent in France since 1945, according to survey data from Nielsen, and the decline is accelerating, with Generation Z purchasing half the volume bought by older millennials.
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