US Wine Market Report 2025
Wine faces challenges from shifting consumer alcohol preferences, but strategic positioning can reveal fresh opportunities and drive renewed interest.
Pooja Lal, Research Analyst
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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- New formats can take wine to new places
- Help consumers give the gift of wine
- Keep the information flowing for the younger crowd
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MARKET DYNAMICS
- Market context
- Consumers and the economic outlook
- Market drivers
- Tariffs continue to challenge the US wine market
- Consumer sentiment tumbled for the second consecutive month
- Graph 1: consumer sentiment index, 2022-25
- Wine needs a middle-ground
- Market size and forecast
- The wine market remains stable but challenged
- Retail sales and forecast of wine
- Graph 2: total sales and forecast of wine, at current prices, 2019-30
- Retail sales and forecast of wine
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CONSUMER INSIGHTS
- Alcohol consumption habits and frequency
- Consumers are becoming more intentional about their drink choices
- Graph 3: alcohol consumption habits, 2023-25
- Alcohol is becoming more about occasional indulgence
- Graph 4: alcohol consumption habits and frequency, 2023-25
- Alcohol consumption varies by life stage
- Graph 5: alcohol consumption habits and frequency, by generation, 2025
- Amongst wine drinkers Gen Z’s and Millennial’s are drinking more compared to last year
- Graph 6: wine consumption, by generation, 2025
- Types of wine consumed
- Regional and global wines offer more character
- Graph 7: types of wine consumed off-premise, 2024-25
- Wine formats follow an age pattern: out with the old, in with the new
- Graph 8: format purchased, by generation, 2025
- Wine can wiggle its way into more (snacking) occasions
- Changes in wine consumption, motivations and deterrents
- Work with wine’s current challenges, not against them
- A spin on classics can garner wider reach
- Wine could benefit from some repositioning
- Graph 9: wine consumption motivations, 2024-25
- Graph 10: wine consumption deterrents, 2024-25
- Position wine with wellness and tie it back to relaxation
- Eliminate decision fatigue to engage men
- Graph 11: wine consumption deterrents, by gender, 2024-25
- Call-outs offer credibility and direction
- Wine formats and purchase locations
- Traditional formats remain popular but convenience-formats are picking up
- Graph 12: wine formats and purchase locations, 2023-25
- …and younger consumers are driving that change
- Graph 13: wine formats purchased, by generation, 2025
- Shoppers are shifting away from classic wine outlets
- Graph 14: wine formats and purchase locations, 2024-25
- Select Whole Foods locations take wine tasting to the next level
- Attitudes and behaviors toward wine
- Smaller formats can offer a path to wider wine exploration
- Graph 15: attitudes toward wine, 2025
- A little inspiration can spark gift-giving ideas
- Gen Z’s are explorative and flexible when it comes to drinking wine
- Graph 16: attitudes toward wine, by generation, 2025
- Use food as a segue to wine discovery
- Graph 17: behaviors towards wine, 2025
- Online inspo can nudge consumers to bring the experience home
- Younger consumers could be swayed by social media
- Graph 18: behaviors towards wine, by generation, 2025
- Brands can go beyond meal pairings
- Wine can compete with spirit-based cocktails
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Smart collaborations can tap into niche markets and gift giving opportunities
- Social media personalities can add value in diverse ways
- Reinvigorate the category with simple ideas: Spicy Sauvy B
- Heartbeat takes flavor a step further with spicy rosé
- Target launches a collection of sustainable wines
- Small sustainable changes can have a big impact
- The “future” of wine is here
- Marketing and advertising
- Domino’s dabbles in wine
- Wine is carving out a bigger space in sports
- Barefoot Wine tackles the NFL
- Total Wine offers the total wine experience
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- The Market
- Retail sales and forecast of wine, at inflation adjusted prices
- Retail sales of Wine, by segment
- Graph 19: total volume sales and forecast of wine, by segment, 2020-2027
- Retail sales of wine, by segment
US Wine Industry – Trends and Insights
- The US wine market continues to face volume contraction as a growing wave of moderation reshapes alcohol consumption. Health-conscious and budget-sensitive consumers are driving these shifts.
- While the US wine market is projected to reach $73.9 billion by 2030, with a current value of $70.8 billion, stability persists, but momentum remains elusive, necessitating innovative strategies for sustained growth.
- Consumption patterns are evolving: wine is no longer an everyday ritual but a purposeful indulgence. Consumers now seek fewer but higher-quality experiences, emphasizing affordability, versatility, and meaningful moments.
- Gen Z and Millennials represent critical growth opportunities, with 40% of Gen Z wine drinkers increasing their wine consumption and showing interest in exploration, low/no alcohol options, and social experiences.
- Immersive platforms connecting wine to food, wellness, and events are reframing the category, making it more accessible beyond formal dining. However, barriers like shifting priorities, decision fatigue, and unfamiliarity still deter purchases. Brands that invest in diverse wine formats, educational tools, and transparent communication can help consumers confidently explore and rekindle their relationship with wine.
This Report Looks at the Following Areas:
- Wine and broader alcohol consumption habits
- Changes in consumers’ consumption of wine, and reasons
- Types and formats of wine consumers purchase, and where
- Attitudes and behaviors toward wine
| Report Attributes | Details |
|---|---|
| Published Date | January 2026 |
| Data Range | 2019 – 2030 |
| Measurement Metrics | Revenue in US $ |
| Country Focus | United States of America (USA) |
| Consumer Data | 2,000 internet users aged 22+, October 2025 |
| Number of Pages | 55 |
| Market Segmentation | Still/Table Wine, Champagne and Sparkling Wines, Dessert and Fortified Wines, and Vermouth and Aperitifs. |
| Leading Companies | Lele Sadoughi, Chloe Wine Collection, Wölffer Estate, NARS, Kendall-Jackson Wines, Barefoot Wine |
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