US Wine Market Report 2022

The US Wine Market Report 2022 identifies consumers’ attitudes towards wine consumption, the impact of COVID-19 and inflation on the Wine Market in the US, and provides an analysis of wine trends. This report covers the wine market size, market forecast, market segmentation and industry trends for the Wine Market in the US.

Common Market Research Questions Clients Ask – US Wine Market

What is the size of the US wine market?

The US wine market size was valued at $79.1 billion in 2022. Mintel forecasts that the US wine market size will continue its upward trajectory, growing by 8.3% between 2022 and 2027 to reach $85.7 billion, predominantly driven by inflated price points in stores, bars and restaurants.

Who has the largest share of the US wine market?

Table wine is the dominant segment in the US wine market, accounting for 89.3% of the market share. However, table wine experienced a second year of consecutive decline and share loss in 2022, as smaller segments such as champagne and sparkling wine gained sales and recorded 8% of the total wine market share.

What are the challenges facing the US wine market?

As a discretionary category, the US wine market is vulnerable to the rising cost of living and consumers’ financial strain. In fact, 8 in 10 buyers view making some kind of change to their alcohol consumption or purchase behaviour as a strategy for mitigating financial challenges. US wine consumers also express concern over alcohol’s impact on their mental health and would like to decrease their wine consumption.

Current US Wine Market Landscape

Overall, alcohol consumption is on the rise (up 10% in 2022) as consumers increasingly return to drinking occasions outside the home. In comparison to other alcohol options, wine continues to have a strong hold on relaxation, sophistication and intimacy, but falls significantly short in being associated with fun and adventure. Consumers’ current lifestyles, mindsets and drinking occasions are prioritising fun over formality, thus, brands must find ways to rewire how and when consumers think about and use wine.

Our US wine market research shows that wine sales are growing, however, this is largely attributed to inflated price points. Consumer purchase rate and inflation-adjusted sales indicate a slight decline in demand as some consumers favour more special and casual drinking occasions and alcohol types, while others attempt to pull back on alcohol as a whole as they consider the negative impacts of alcohol.

US Wine Industry Report: Market Share and Key Industry Trends

Wine category innovation and promotion will catch up to consumer demand in 2023. Evolution in format, flavour, and experiences, on top of enduring inflated price points, will drive another year of growth. These inflation-induced prices will have to be justified, especially as consumers report willingness to trade off alcohol purchases in favour of more affordable categories.

Moreover, health benefits and natural ingredients lead among attributes that make food and drink more valuable, offering a potential way through for wine brands. According to our market research on the wine industry, prices and conditions will stabilise in 2024, leading to a temporary category retraction.

Wine industry statistics

• 20% of Americans say they would switch to a less-expensive alcohol type in order to save money.
• 53% more products were launched within the wine market in the US in 2021-22 compared to the year before.
• 17% of wine buyers say label design/artwork is important to their wine purchase.

Future Trends in the Wine Market in the US

Eventually, the Wine Market in the US will bounce back from 2024 recalibration and settle into its pre-pandemic trajectory of moderate year over year growth. Format and occasion casualisation driven by the pandemic and inflation will continue to be a growth driver according to our wine market report, and health focused concepts and innovation will set wine apart from other categories.

Our wine industry report shows that consumers are showing interest in innovation that addresses the need for more high-energy and exciting occasions. Therefore, sparkling wine, wine-based seltzers/spritzers and alternative formats that allow for third-location consumption stemmed losses this year and will become stronger growth drivers in the years to come.

To discover more about the US Wine Market Report 2022, read our US Beer Market Report 2022, or take a look at our Alcoholic Drinks Market Research Reports.

Quickly Understand

• Alcohol and wine types purchased.
• Wine innovation interest.
• Wine expertise and educational resources.
• Wine purchase factors.
• Wine occasions by type.

Leading Wine Brands Covered in this Report

Brands: E&J Gallo, Constellation, The Wine Group, Deutsch Family Wine & Spirits, Trinchero Family Estates, DFV Wines, Jackson Family Wines, Il Conte Imports, Sycamore Partners, Treasury Wine Estates, Subtotal, Trader Joe’s, Costco, and many more.

Products: Still/table wine, noncarbonated wine (red, white, rosé/blush), champagne, sparkling wines, dessert and fortified wines, vermouth and aperitifs.

Expert Analysis from a Specialist in the Drink Sector

This report, written by Sydney Olson, a leading analyst in the Drink sector, delivers in-depth commentary and analysis to highlight current trends in the Wine Market in the US, and adds expert context to the numbers.

Following a prolonged period of drinking in, consumers are craving more high-energy and social occasions, and wine may be missing the mark. To be the choice in the next iteration of at-home consumption, wine brands should focus on fun over formality, rewiring wines’ associations through new flavors, formats and experiences – underpinned by health and value concepts.

Sydney Olson
Food & Drink Analyst