U.S. Wine Sales Hit $115 Billion as 2025 Volume Falls 4% in Market Reset

2 articles · Updated · Forbes · May 12

$115 billion in 2025 U.S. wine sales masked a 4% drop in volume, with BMO calling the shift a structural reset rather than a temporary slowdown.
Higher bottle prices kept revenue rising as Americans drank less alcohol overall, bought fewer but pricier wines, and wineries faced inflation, tariffs, fuel and equipment cost increases.
Surplus inventory is now piling up across wineries and distributors, contributing to bankruptcies, canceled grape contracts and pressure on growers, while distributor consolidation has tightened market access.
Demographic and competitive pressures are deepening the slide: Baby Boomers' share of wine consumption fell to 26% in 2025 from 34% in 2023, while THC drinks, RTDs and flavored beverages gained ground.
Still, 71% of surveyed wineries expect stabilization or a rebound within three years, with producers pivoting toward flavored wines, private-label deals, lighter styles and smaller-format packaging.

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