Per-capita consumption has dropped dramatically from 5 liters of pure alcohol per adult annually in 2013 to 3.9 liters in 2023. Wine production, which reached its maximum of 37.5 million metric tons in 1979, has already decreased by 27%. Beer production peaked more recently in 2016 at 190 million tons and has since declined 2.6%.
Industry experts attribute this shift to changing generational habits, with younger consumers preferring event-driven drinking rather than habitual consumption. The proliferation of non-alcoholic alternatives, increased marijuana availability, and health consciousness accelerated by the COVID-19 pandemic have further driven moderation trends.
