U.S. wine sales continued a multiyear decline in 2024, which experts attribute to shifting demographics, health concerns, new competition and economic forces.
Wine sales in the U.S. last year tumbled approximately 6% from 2023, according to data from the industry data group SipSource. The drop is the latest in a long-term decline in wine demand in restaurants, bars and stores that some are calling an “existential threat” to the industry.Wine isn’t the only alcoholic drink that’s fallen on hard times; data from NIQ shows sales for beer, cider and spirits have also decreased. But wine’s fall is steeper, and the whole industry is aware of the shift.
Wine, which comes in a large bottle and may require a corkscrew or extra glasses, is at a disadvantage compared to the convenience of premixed drinks. “Pot is taking a big chunk out of it because it’s just another part of the party puzzle,” Decker said. “It’s one other thing that people can do.” “Retailers love them,” said Bump Williams, who runs an alcoholic beverage industry consulting business and has worked in the industry for at least three decades. “If a retailer sees one of their patrons that has had too much to drink, they can give them a water and they don’t make any money on that. Instead, they can give them a nonalcoholic mixed cocktail.”“De-alcoholized beer is booming, and the quality of the best de-alcoholized beer is excellent,” Veseth said. “Wine is lagging.
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