"Domestic wine consumption in Argentina plummeted to an all-time low of 15.7 liters per person in 2025, according to the National Institute of Viticulture. Compare that to 1970, when Argentines consumed as much as 90 liters per person annually. Furthermore, 1,100 vineyards have shut down across the country and 3,276 hectares of grape production have vanished."
"Fabián Ruggieri, president of the Argentine Wine Corp trade group, attributes the drop largely to a 'sharp decline in purchasing power' that began in 2023. This trend, he said, is most acute among middle- and low-income consumers who traditionally consumed wine on a daily basis."
"While older generations favored high-alcohol, full-bodied wines, younger consumers prioritize other attributes, such as 'approachability, freshness and lightness' - qualities typically found in white wines and rosés. People no longer consume wine en masse, with consumers now seeking 'coherence' and a sense of purpose behind their purchase."
Argentina's wine industry is experiencing severe decline with domestic consumption dropping to 15.7 liters per person in 2025, compared to 90 liters in 1970. Over 1,100 vineyards have closed and 3,276 hectares of grape production have disappeared. The crisis stems from a sharp decline in purchasing power beginning in 2023, particularly affecting middle- and low-income consumers who traditionally drank wine daily. Consumer preferences have shifted significantly, with younger generations favoring lighter wines like whites and rosés over traditional full-bodied reds. Despite these challenges, Argentina's wine industry continues cultural traditions like the 90th annual National Wine Harvest Festival in Mendoza.
#argentina-wine-crisis #declining-consumption #economic-downturn #changing-consumer-preferences #viticulture-industry
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