After 30 years of moving up and to the right, the American wine industry hit a wall. Not a temporary slowdown or a soft patch. A structural shift that requires a fundamentally different marketing playbook. 2025 was the reality check. 2026 is the year wineries either adapt or watch their customer base age out beneath them. The data is now unambiguous: wine sales dropped approximately 6% in 2024, marking the steepest decline in decades according to SipSource industry data. More troubling than the headline number is what's driving it. This isn't a recession blip or a bad vintage. It's a fundamental realignment of who drinks wine, how they buy it, and what they expect from the brands they choose. Here are the five trends reshaping the US wine market and what they mean for your brand's survival. The Demographic Disruption The wine industry built its growth on one generation: Baby Boomers. That generation is now aging out. The Wine Market Council's 2025 U.S. Consumer Ben

The California Department of Food & Agriculture has announced it has certified the votes on the referendum to continue the Sonoma County Winegrape Commission, also known as the Sonoma County Winegrowers (SCW), for another five years.  Garnering 85.77% percent of the vote, winegrape growers strongly supported continuation of the organization.  The Commission was established in 2006 and is required by California law to conduct a grower vote every five years to determine if they want to continue to be assessed to fund the organization.    “It is very gratifying to see the efforts of the Commission recognized and supported by the very people who fund it and make all the great work possible,” said Bret Munselle, chairman of the SCW board of directors and owner of Munselle Vineyards.  He added, “Through the assessment, the growers have been personally investing in promoting Sonoma County for nearly 20 years and with this vote, SCW will continue

Second-Year Sponsorship Highlights American Wine Industry’s Economic Impact and Community Building Mission  WineAmerica, the National Association of American Wineries, announced today its proud sponsorship of the 2025 Come Over October Congressional Wine Caucus press conference and reception, taking place on October 8th in Washington, D.C. This marks the second consecutive year WineAmerica has supported this important invitation-only industry event, demonstrating the organization’s continued commitment to fostering bipartisan support for America’s burgeoning wine industry.  The reception will showcase wines from across many states, celebrating the breadth, diversity and quality of American wine production from coast to coast. This comprehensive representation underscores the truly national scope of the American wine industry, which now includes 10,637 wine producers operating in every state. Economic Powerhouse Supporting American Communities WineAmerica&r

The American Vineyard Foundation Announces Funding for Industry Research in 2024

June 26th – The American Vineyard Foundation (AVF) has announced its 2024/2025 funding allocations for a dozen projects addressing critical viticulture and enology research needs. The AVF relies on voluntary […]

Afternoon Brief: California Winemaking Is at a Dangerous Crossroads

California's vineyards are on the verge of crisis. Vine disease is rampant, labor costs are exploding, and the climate is getting hotter, sometimes wetter, certainly weirder...

Afternoon Brief, February 22nd

Former Employee Arrested in Nov. Vandalism of Woodinville Winery and Draining 24K Bottles of Wine: Detectives arrested a former employee suspected of breaking into and draining roughly 24,000 bottles of wine at a Woodinville winery in November 2023...

Afternoon Brief, June 16th

Global Alcoholic Drinks Market to Reach Us$2,001 Billion by 2031: The global alcoholic drinks market size is projected to reach US$2,001 billion by 2031, according to a new research report...

WineAmerica, the National Association of American Wineries, is pleased to report major early progress on one of its top 2023 policy priorities: A national vineyard acreage survey covering all 50 states. The breakthrough came as part of the massive $1.7 trillion Omnibus spending bill passed by Congress on December 23 and signed into law by President Biden. The exact language: “The agreement encourages NASS to reinstate the 5-year Vineyard and Orchard Acreage Study and resume data collection and reporting so grape, wine, and juice producers can remain competitive and respond to challenges in the industry.” NASS is the National Agricultural Statistics Service of the United States Department of Agriculture which used to conduct such surveys until budget cuts eliminated them over a decade ago. Two recent National Economic Impact Surveys of the Wine Industry sponsored by WineAmerica demonstrated the vital need to reinstate them. “We are delighted at this step, and deeply g

Afternoon Brief, July 14th

Obscure US Commission Puts All Wine Shipping in Peril: The last few years have seen the US increasingly relax over direct shipping, now that could all slip away...

Whether you’re investing in land to plant a vineyard, finding a way to cover operating costs while your wine ages in barrel, or looking to update your equipment or facilities, the wine business can be a capital intensive endeavor. As your financial needs shift throughout the growing season, it’s important to find a financial partner who is able to structure a loan, operating line of credit or lease to support your operation’s cash flow. What may surprise you is that there are lenders with wine industry expertise who can provide smart financial solutions to help your business grow and succeed for the long term. Buying Land Land has always been essential to the business of agriculture. In the wine industry, a recent decrease in the grape supply along with the associated jump in prices has made it more appealing to invest in vineyard property. Wine-related land sales have been “moderately strong” in Northern California this year and vineyard values have been