Celebrating 100 years of the OIV
Over the past century, the wine industry has undergone a remarkable transformation.
Recently the Organisation Internationale de la Vigne et du Vin (OIV) centenary event on November 29 offered a poignant look at that journey.
Celebrating 100 years of the OIV, the event provided a fascinating retrospective on global vine and wine trends while setting the stage for the industry’s future.
A week earlier, I had met Baker at the OIV headquarters in Dijon. I had the privilege of completing my MSc in Wine Business Management through the OIV program.
My commencement marked not just the culmination of years of study but also an opportunity to listen to a truly memorable address by John Mr. Barker, the OIV’s director general, who shared ideas that echoed many of the themes later explored at the centenary event.
His earlier remarks offered a fitting precursor to what I would read about and reflect on from afar when the official address took place. It was a reminder of how closely linked the past, present, and future of wine truly are.
At the 100-year celebration, Mr. Barker presented a sweeping overview of the industry’s evolution.
Wine Consumption Past and Present
Back in 1924, Europe accounted for over 90% of global wine consumption—a staggering figure that reflects how localized wine culture once was.
Today, that picture is vastly different. The United States leads the world in terms of both volume and value of wine consumption, with Asia emerging as another significant market.
Hearing Mr. Barker’s earlier take on these trends during my commencement ceremony, I’d been struck by how completely wine has transcended its Eurocentric roots to become a global cultural and economic phenomenon.
An even more striking shift has occurred in trade. In the 1920s, a mere 10% of global wine production was exported; now, nearly half of all wine crosses borders before finding its way into consumers’ glasses.
Countries like Chile, Australia, and New Zealand have become export powerhouses, demonstrating that quality wines can thrive far beyond their traditional strongholds.
Geographical Diversification
In his commencement-day remarks, Mr. Barker had highlighted how this globalization has brought resilience to the industry.
“The geographical diversification of production has balanced climate impacts, contributing to greater global stability in production over the years,” he said.
Revisiting Mr. Barker’s thoughts through the lens of the centenary highlights made it even clearer how crucial this diversification is in a world increasingly shaped by environmental uncertainty.
Climate Change
Climate change was a major focus at both events.
And ironically, I got a first-hand taste at the drastic nature of climate change when I landed at CDG airport in Paris on Thursday November 21.
Paris had been hit by a powerful snowstorm. As we drove from the Paris airport to Dijon, we encountered the A6 highway closed due to ice and spent 12 hours trapped in a car between miles of trucks. The weather had hit in such an unexpected fashion there was no time for authorities to issue a warning.
Imagine the situation for vignerons who have and could face similar drastic climate events now and in the future.
It is the undeniable challenge of our time, and the wine industry is already feeling its effects, with volatile weather leading to historically low production in 2023 and 2024.
Mr. Barker has been forthright about the need for innovation to address this crisis, and the OIV’s 2025-2029 Strategic Plan reflects that urgency. With sustainability, global cooperation, and advanced viticultural techniques at its core, the plan seeks to safeguard both the environment and the livelihoods tied to wine production.
Beyond the climate crisis, Mr. Barker—and the centenary discussion as a whole—emphasized the importance of understanding evolving consumer preferences.
Low-alcohol and organic wines are growing rapidly in popularity, while younger consumers increasingly prioritize sustainable packaging and immersive wine experiences.
These shifting trends create opportunities for producers willing to embrace change and adapt to emerging demands.
Trade and equity also remain central pillars of the OIV’s vision. With nearly half of all wine now consumed outside its country of origin, the industry must prioritize fair trade practices, reduce barriers, and support smaller-scale producers seeking access to international markets.
OIV’s Long-Term Strategy
These themes were touched on during my commencement and delved into more comprehensively during the November 29 address, lending important context to the OIV’s long-term strategy.
Though I had to leave Dijon before the centenary event on November 29, reading about the event and reflecting on Mr. Barker’s commencement remarks has made me feel connected to this moment in history.
It is inspiring to see the wine industry embrace a bold vision for the future—one rooted in resilience, innovation, and sustainability—while honoring the legacy of its past.
For me, both as a new graduate and someone deeply invested in the global wine business, it’s an exciting time to step into this dynamic field.
The past 100 years have demonstrated just how adaptable and forward-looking the industry can be. I, like so many others, am eager to see what the next century will bring.
