Beer consumption has overtaken wine in France for the first time, but new consumer data suggests the shift is being driven by moderation and the rapid growth of low and no-alcohol, finds Eleanor Yates.

In new data released by the International Organisation of Vine & Wine, the French drank 22 million hectolitres of wine last year, and, according to French brewery association Brasseurs de France, the country consumed 22.1 million hectolitres of beer in the same year – a historical moment for the country.

However, it isn’t simply the case that the French are replacing wine with beer, rather that wine and beer are both categories in moderation (-6% vs -5% respectively). According to the 2026 Sowine Barometer, an annual study tracking the evolution of French consumers’ attitudes and behaviours towards wine and alcoholic drinks, 52% still see wine as a favourite, while 77% still drink it at least once a year (-3% vs 2025).

As a category beer is seen as the more refreshing option and benefits from stronger momentum in low and no. The same report found that 60% of low and no consumers drink alcohol-free beer, whereas 24% drink alcohol-free wine.

“It’s important not to mix the decline in consumption with a loss of interest in wine,” said Marie Mascré, chief executive and co-founder of Sowine. “It’s more of a broader trend towards moderation. Wine remains deeply embedded in French culture, we have 18% of French people who say they never drink alcohol, 1% more compared to 2025.”

FRAGMENTED WINE SECTOR

“It’s true that beer is more successful than wine, but it’s not true to say wine is really dropping in France. The low and no trend is benefiting beer more than wine, beer has been producing low and no for longer so the quality is there. The category also benefits from a more mature product offering and is more present in venues such as cafes, hotels and restaurants.

“In France, the wine sector remains fragmented. We have some wine producers who are experimenting in no and low alcohol but most are constrained by appellation regulations and that limits the ability to innovate,” Mascré continued.

With beer quenching the thirst for refreshing, lower-abv options, sparkling wine is also reaping the benefits of these trends. “Sparkling wine is really working, and this consumption as well as low and no-alcohol has increased 4% since 2025,” added Mascré.

“These products really respond to consumers’ desire for lighter, fresher and more celebratory drinking occasions. You see the same search for freshness in changing colour preferences – white wine is now consumed by a higher proportion of wine drinkers than red wine (91% vs 84%). Wine still has an advantage because of the extraordinary diversity of its styles.”

The data doesn’t suggest that wine is simply being substituted by beer, but rather wine is adapting more slowly to evolving consumer preferences. For producers, innovation in lighter styles, sparkling and alcohol-free alternatives is crucial to maintaining relevance as moderation continues to shape the market.