2026 Wine Market Report

KEY TAKEAWAYS

Total U.S. consumer spending on wine in 2025 grew 3% to more than $115 billion and total market value is more than $40 billion larger than in 2018.
A larger share of smaller wineries are finding success creating private label brands, with nearly 20% of wineries producing fewer than 5,000 cases now active in this growing sector of the market.
Sales of flavored wines grew 12% in 2025 to more than 35 million cases while sparkling fell 3% to 31 million cases.
Forty-five percent of people between the ages of 21 to 28 say they’re interested in drinking more wine as are 38% of the Millennial generation that has surpassed Boomers to account for the largest share of all wine drinkers.
People of all ages are drinking less alcohol in general, but the higher cost of wine relative to other beverage types is putting it at a disadvantage.

Total U.S. market value grew 3% to more than $115 billion in 2025, but that growth obscures another consecutive year of declining market volume with the previous year seeing a 4% loss to 362 million 9L cases.

In less than a decade, the amount of wine entering the U.S. market from California has declined nearly 25%. Wine is not alone as the entire beverage alcohol sector continues to suffer a demand problem exacerbated by layoffs, rising fuel prices, a new generation of anti-alcohol rhetoric and political and economic instability. Growers and wineries have taken steps to reduce excess supply, but rebuilding consumer demand has become the top priority as the wine industry has entered a new era. The demographic, cultural and economic factors that fueled its growth in previous decades are no longer in effect.

READ REPORT