What is the 'Drink Less, Drink Better' movement?
Quick answer
'Drink Less, Drink Better' is a consumer trend where people cut back on how much they drink but spend more on quality when they do. It started gaining traction in the mid-2010s, mainly in the UK and US, and it's now a defining force in European wine. IWSR's 2024 data shows the premium-plus segment (above €10 per bottle) growing at 5 % annually in Europe, even as overall wine consumption drops 2 % per year since 2019.
Detailed answer
The 'Drink Less, Drink Better' movement doesn't have a single origin, but it gained critical mass through campaigns like Dry January (launched 2013 by Alcohol Change UK) and Ruby Warrington's 2018 book 'Sober Curious.' The core idea: moderation isn't the enemy of pleasure — it's the enabler.
The numbers back it up. According to the OIV (International Organisation of Vine and Wine), global wine consumption fell from 242 million hectolitres in 2019 to 221 million in 2023 — an 8.7 % drop in four years. Meanwhile, the premium segment (above €10/bottle) is growing 5 % annually in Western Europe (IWSR 2024), and ultra-premium (above €20) at 8 %. People are drinking less but spending the same or more.
In Belgium, per-capita consumption slipped from 26 litres in 2018 to 23 litres in 2023 (Statbel data), yet sector revenue held steady thanks to premiumisation. Independent wine shops report that the average spend per bottle has risen 15–20 % over five years.
Three forces are driving this: health awareness (the WHO's 2023 guidelines state no level of alcohol is risk-free), the rise of alcohol-free alternatives (dealcoholised wine sales grew 30 % in 2023 per IWSR), and generational change — millennials and Gen Z structurally drink less than older cohorts.
For wine shops and producers, 'Drink Less, Drink Better' is actually good news. It rewards quality over volume, makes expert advice more valuable, and turns buying wine into an experience rather than a routine. That's exactly the philosophy at places like 20hVin in La Hulpe and La Cave du Lac in Genval — fewer bottles, but every one tells a story.
| Indicator | 2019 | 2023 | Change |
|---|---|---|---|
| Global wine consumption (Mhl) | 242 | 221 | −8.7 % |
| Per-capita consumption in Belgium (L) | 26 | 23 | −11.5 % |
| Premium+ segment (> €10) in Europe — annual growth | +3 % | +5 % | Accelerating |
| Dealcoholised wine market (annual growth) | +10 % | +30 % | ×3 |
| Average spend per bottle, independent BE shops | ~€9 | ~€11 | +20 % |