Wine remains a central part of French culture, but the way it is consumed has changed significantly over the past decades. Recent studies show that wine consumption in France has dropped from about 100 liters per person per year in the 1960s to around 40 liters today. According to data from the Credoc, a research center focused on living conditions, only 51% of French adults drank wine regularly in 1980. By 2010, that number had fallen by two-thirds, while the proportion of people who never drink wine had doubled.
Despite this decline, France is still the world’s second-largest wine consumer. Wine continues to be more popular than beer among French drinkers. However, generational differences are becoming more pronounced, both in how often people drink wine and in their attitudes toward it.
Older generations, especially those over 75, tend to see wine as an everyday part of meals. For them, wine is a simple food product, often consumed daily and without much ceremony. Many seniors still buy inexpensive table wines and may drink one or two glasses each day. This group grew up at a time when wine was considered a staple at the family table.
Younger generations approach wine differently. They drink less frequently—about three times a week on average—and are more selective about quality. For many younger adults, wine is not just a beverage but a cultural and festive experience. They are more likely to explore wines from different regions and experiment with various types, including organic and natural wines. The shift in preferences has put pressure on some traditional cooperatives that produce lower-cost table wines, as their main customer base is shrinking.
The divide extends beyond taste and frequency of consumption. Older drinkers often prefer classic Bordeaux or other familiar varieties, while younger consumers are open to trying new regions and styles. Social habits have also changed: younger people are more likely to mix different alcoholic beverages during an evening out and may not associate wine exclusively with meals.
Price is another source of tension between generations. Seniors often balk at paying high prices for premium bottles brought by their children or grandchildren, sticking instead to the affordable wines they have always known. Some older drinkers even continue the habit of diluting wine with water—a practice rooted in times when water quality was unreliable.
These generational differences can lead to disagreements at family gatherings or celebrations where wine is served. While older relatives may see expensive or unusual bottles as unnecessary or even wasteful, younger family members might view them as an essential part of enjoying food and company.
Experts say these changes reflect broader shifts in French society. As lifestyles evolve and health concerns become more prominent, regular daily drinking has given way to occasional, more mindful consumption. Wine’s role has moved from being a basic food item to a symbol of culture and celebration.
The transformation of wine drinking habits in France highlights how traditions adapt over time. While the country’s connection to wine remains strong, the meaning attached to a bottle—and how it is shared—continues to evolve with each new generation.
Dining and Cooking