Wine consumption falls in the United States as premium bottles gain popularity and regional trends shift

Wine consumption in the United States has seen significant changes over the past five years, according to recent data from IWSR and US Navigator. Between 2019 and 2024, total wine volumes in the country dropped by about 15%. This decline is not uniform across all segments or regions, revealing a complex picture of shifting consumer preferences and regional trends.

The most notable drop has occurred in the standard price segment of wine, which saw a decrease of 22% compared to 2019. In contrast, wines in the super-premium category—those priced between $15.50 and $24.99—have grown by about 8% during the same period. This suggests that while Americans are buying less wine overall, there is a growing interest in higher-quality bottles.

Traditional wine-drinking states such as California, Florida, and New York have experienced the largest losses in volume. These three states accounted for 37% of national wine volume in 2019, but their share fell to 34% by 2024. Florida saw the steepest decline at 32%, followed by New York at 28%. The data indicates that these states are driving much of the national downturn.

Further analysis shows that while total servings of alcoholic beverages in Florida and New York remained almost unchanged from 2019 to 2024, there was a clear shift in what people are drinking. Wine servings dropped by 30%, while spirits and ready-to-drink (RTD) beverages increased. Beer also saw a decline, pointing to a broader trend of consumers switching categories rather than reducing overall alcohol consumption.

Despite these declines, some regions are bucking the trend. States in the Midwest and West, including Kentucky, Tennessee, New Mexico, and North Dakota, have seen per capita wine consumption rise sharply—between 38% and 65% over the past five years. This growth has helped offset steeper national declines and highlights emerging markets for wine producers.

Texas stands out as a state leading the “less-but-better” movement. While overall wine consumption in Texas fell by just 9% from 2019 to 2024—less than the national average—the state saw a significant increase in demand for super-premium and higher-priced wines. Consumption of these wines rose by 25%, with super-premium bottles now making up 13% of all wine sold in Texas, up from less than 10% five years ago.

These findings point to a changing landscape for wine in America. Consumers are moving away from lower-priced options and traditional wine regions are losing ground. At the same time, new markets are emerging and there is growing demand for premium products. The data suggests that producers and retailers will need to adapt their strategies to meet evolving tastes and regional differences as they look ahead to future growth opportunities.