Italy secured a world record this year by producing more than 1.2 billion gallons of wine, but as production climbs wine consumption is falling among Italians. The average Italian drinks 13.6 gallons of wine each year, down from 15.1 in 2006, as its economic recession drags on and craft beers take hold. In all three of the top wine-making countries, which also include France and Spain, wine "seen as an old person's or peasant's drink, whereas heavily advertised beers, spirits, and sodas are seen as more youthful and modern," said Financial Times wine critic Jancis Robinson.

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