High-Alcohol Wines Gain Popularity Amid Decline in Overall US Wine Sales

The US wine market is experiencing a notable shift as high-alcohol wines gain popularity among consumers. Despite the efforts of wine writers who advocate for balanced wines, sales of wines with an alcohol content of 14.6 percent and above are on the rise. This trend is highlighted in a report by Azur Associates, a Napa-based beverage analytics firm. While overall wine sales in retail stores decreased by 7 percent in 2024, high-alcohol wines saw a 7.7 percent increase in sales.

Danny Brager, a managing director at Azur Associates, explained that the growth in high-alcohol wines includes a variety of products that may not be familiar to traditional wine enthusiasts. These include fruit-flavored fortified Moscato wines, sweet reds, and Buzzball Chillers, which are made from fruit juices, cream, wine, and sometimes caffeine. These products are often found in convenience stores, appealing to a younger demographic looking for party-friendly options.

However, the trend is not limited to unconventional wines. High-alcohol wines from well-known brands like Caymus, Hartford Court, Silverado Vineyards, and Sequoia Grove are also contributing to the growth. Brager noted that while traditional wines like Cabernet Sauvignon and Zinfandel remain popular, younger consumers are increasingly drawn to higher-alcohol options for social occasions.

Dale Stratton, another managing director at Azur Associates, pointed out that high-alcohol wines have always had a market, citing examples like MD 20-20 and Wild Irish Rose. He mentioned a 2022 TikTok trend, the Taylor Port challenge, where young people showcased their consumption of the 18 percent alcohol fortified wine. This indicates a cultural shift where high-alcohol wines are embraced more openly.

Moderate alcohol wines, with an alcohol content between 10 to 12 percent, also saw a slight increase in sales, growing by 0.4 percent. This category includes popular white blends, Pinot Grigios, and Sauvignon Blancs. However, wines with lower alcohol content, particularly those under 8 percent, experienced a decline in sales, dropping 9.2 percent in 2024. In contrast, no-alcohol wines grew by 27 percent, suggesting a diverse range of consumer preferences.

Brager emphasized that consumer choices are often occasion-driven. While some occasions call for healthier options, others are more indulgent. He noted that the wine market is not uniformly thriving or declining; instead, certain brands are performing well despite the overall market downturn. He highlighted that 40 percent of the top 100 wine brands are doing well, even though the category as a whole is struggling.

The report also indicates a shift in dining habits, with a 36 percent decrease in fine dining restaurants in the US since 2017. These establishments typically offer wines with lower alcohol content, which saw a 3.6 percent decline in sales in 2024. Stratton advised wineries to avoid overreacting to recent trends and not to jump into popular categories without careful consideration. He cited the decline of rosé, which dropped 8.5 percent in 2024, as a cautionary example.

Overall, the growing popularity of high-alcohol wines reflects changing consumer preferences. While these wines may not align with the tastes of traditional wine critics, they resonate with a broader audience seeking bold flavors and a more relaxed approach to wine consumption. Stratton concluded that for many consumers, the appeal of these wines lies in their style rather than their alcohol content.