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

We have the honor to announce 10 new winners at the 9th annual KEGGY Awards, recognizing the exceptional impacts these partners have made in reducing waste from the landfill and CO2 emissions. The KEGGY Awards were created in 2014 to recognize winery partners for their commitment to sustainability by choosing reusable stainless-steel kegs - a truly zero-waste package. Each Free Flow keg holds the equivalent of 26 bottles of wine and will eliminate approximately 1,560 bottles from the landfill over its lifetime. WINERY AWARD RECIPIENTS  To recognize the bottle waste saved from the landfill   Saved more than 1,000,000 bottles (1,834,405 lbs CO2 emissions) Prestige Wine Imports Angeline and Martin Ray Vineyards & Winery   Saved more than 500,000 bottles (917,179 lbs CO2 emissions) Trinchero Family Estates Treasury Wine Estates Banfi   Saved more than 100,000 bottles (183,436 lbs CO2 emissions) Whisper Wines Kobrand Corporation Biagio Cru Wines & Spirits Da