U.S. wine sales declined by approximately 6% in 2024, marking a continuation of a multi-year downward trend. Experts attribute this decline to various factors, including shifting demographics, health concerns, new competition from premixed beverages and the rise of legal marijuana, as well as the increasing popularity of non-alcoholic options. The industry faces an 'existential problem' as younger generations opt for alternatives to traditional wine.
U.S. wine sales continued a multiyear decline in 2024, which experts attribute to shifting demographics, health concerns, new competition and economic forcesWine 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.
“The baby boom generation embraced wine,” Veseth said. “We imagined that the generations that followed would keep doing that, but they haven’t.”The drop in demand comes as a second Gallup poll, from August, shows that more than 4 in 10 Americans now think alcohol is unhealthy. The U.S. surgeon general issued a report on Jan. 3
“It’s not that they dislike wine,” said Christian Miller, research director for the Wine Market Council, a research-focused nonprofit. “It’s that they are drinking a much wider variety of other things.” Adding to the list of obstacles: nonalcoholic beers and spirits. Industry data shows a marked recent uptick in sales in the sector.
“How do you replicate the taste?” asked Dale Stratton, an industry veteran who is a managing director at a consultancy that focuses on the wine business. “I just haven’t seen a solution in the wine category that effectively does that.”
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