White Wine Overtakes Red in US

In recent years, the world of wine has experienced significant shifts in consumer preferences, particularly in the United States. Traditionally, robust red wines, with high oak content and tannins, have dominated the market. However, this trend is changing. Liz Thach, president of the Wine Market Council, an American organization that analyzes wine consumption trends, has observed a growing aversion to these powerful red wines. Although they still have their adherents, their popularity has markedly declined.

For over three decades, red wines have been the preferred choice globally. However, there is now a growing inclination towards white wines. This shift is not solely due to generational preferences but also to the diversification of cuisine in the United States and the rise of wine-based cocktails. Data from NIQ, a market research firm, reflects this change. In the 52-week period ending in May last year, white wine accounted for 48.5% of the total volume of table wine in the United States, while red wine held 45.1%. In the 52-week period ending in May this year, white wine increased its share to 49.2%, and in the last four weeks, it reached 50.5%, surpassing red and rosé wines.

Sales value also mirrors this trend. Over the past year, table white wines were the only ones to see growth in sales value, increasing by 0.3%. In the last four weeks, white wine sales had the smallest decline, with only a 1.2% drop, compared to red wines falling by 6.6%, rosé by 5%, and sparkling wines by just over 4%.

The preference for white wines is partly due to their consistent quality, regardless of region or price. Dan Petroski, founder and winemaker of Massican, a California winery, has noticed an increase in the popularity of white wines over the past 15 years. Petroski notes that white wines are more affordable and reliable, building consumer confidence. In the $11 to $20 price range, white wines generally offer more consistency in flavor and style.

Heidi Scheid, executive vice president of Scheid Family Wines, another California winery, confirms that consumers are increasingly favoring white wines. According to Scheid, consumers know what to expect from varieties like Sauvignon Blanc and Pinot Grigio, while red wines can be less predictable. Surveys also indicate that younger consumers prefer lighter wines for their flavor and ease of consumption.

Modern cuisine in the United States has also influenced this trend. Previously, red wines like Cabernet Sauvignon were popular when steaks were the centerpiece of an ideal dinner. However, with greater cultural diversity and the adoption of healthier lifestyles, lighter and fresher dishes are gaining ground, and white wines are better suited to these new eating habits. Petroski compares wine to a condiment, noting that red wine struggles to match the versatility of white wine.

Heidi Scheid, in developing the Sunny with a Chance of Flowers line, focused on younger consumers and their desire for a healthier lifestyle, resulting in wines with lower alcohol content and more food-friendly profiles. New restaurants in her area follow this trend, serving lighter dishes such as salads, tapas, and Mediterranean cuisine.

Inspired by his time in Sicily, Petroski began making white wines that better suited the climate and cuisine of California. Although Italian cuisine remains popular in the United States, recent data indicates that Mexican cuisine is the favorite among Millennials and Generation Z. Thach mentions that Sauvignon Blanc is popular for pairing with Mexican cuisine, as its citrus notes are similar to those found in light Mexican beers and lagers.

Since the early 2000s, global consumption has been shifting towards white wine, primarily driven by the demand for sparkling wine. The preference for sparkling wine has been increasing for several years and remains a favorite among young Americans, thanks to the resurgence of classic cocktails like the Aperol Spritz and the French 75.

According to a CGA by NIQ survey, 23% of consumers in drinking establishments aged 18 to 34 choose prosecco or other sparkling wines as their preferred drink. Additionally, 53.8% of these consumers reported that their favorite summer drink is a wine cocktail, such as a sangria or a spritz.

Liz Thach encourages wineries to integrate wine cocktails into their tasting menus or develop recipes for their customers. During the pandemic, Petroski began posting fun and interesting ways to use Massican wines on social media, including a white wine spritz. He also suggests substituting vermouth with an aromatic white wine for a lower-alcohol martini. Scheid collaborated with Sly Cosmopoulos, beverage marketing director at Republic National Distributing Company, to create cocktail recipes with Sunny with a Chance of Flowers, aiming to offer an engaging and enjoyable experience for consumers.

Sunny with a Chance of Flowers shares its wine-based cocktail recipes on social media and in email campaigns. The cocktails include a Sunny French 75, a margarita-inspired drink, and seasonal sangrias. Consumers enjoy these cocktails not only for the flexibility in alcohol content but also for their attractive presentation. Scheid notes that having a well-presented wine cocktail can make a significant difference in the consumer experience.

This shift in wine trends in the United States could have repercussions in other markets, where consumers are also exploring new options and styles. The diversification of cuisine and the pursuit of healthier lifestyles are global trends that could influence wine preferences in various countries.