U.S. Domestic Wine Sales Drop 6% to $12.7 Billion as Holiday Uptick Fails to Offset Yearlong Decline

In the four weeks ending November 1, off-premise sales of domestic and sparkling wines in the United States showed a mixed performance, according to data from NIQ. Total sales reached nearly $931 million, representing a 6% decline compared to the same period last year. Volume also dropped by more than 6%, with 8.3 million cases sold. Despite these year-over-year declines, October saw a modest uptick in activity. Compared to the previous four weeks, off-premise wine sales increased by 5% in value and 4% in volume, suggesting that the usual holiday season boost has begun, though at a slower pace than in previous years.

Looking at the broader picture over the past 52 weeks, total sales of domestic table and sparkling wines fell by more than 6% in both value and volume. The category generated $12.7 billion in sales across 113 million nine-liter cases. California continues to dominate the domestic wine market, but wines from other states have faced notable challenges.

Washington state, which holds the second-largest share of domestic table wine sales after California at 3%, experienced a 9% drop in both value and volume over the past year. Sales totaled $493 million and 3.5 million cases. Oregon’s wine industry also saw declines, with sales value down 6% to $321 million and volume down 7% to 1.4 million cases. Oregon accounted for about 2% of total U.S. wine sales value during this period.

Other states tracked by NIQ each represent less than 1% of total domestic wine sales by value. New York’s wine sales volume fell sharply by 11% to just over 519,000 cases, while sales value dropped 10% to $58 million. Texas wine sales declined by 4% in value to $25 million and by 3% in volume to just over 231,000 cases for the year. However, Texas saw a positive sign in the most recent four-week period, with sales value rising by 6% to more than $2 million.

Average prices for domestic wines varied by state over the past year. California wines averaged $9.22 per standard 750-milliliter bottle, up five cents from last year. Washington wines averaged $11.51 per bottle, while Oregon wines commanded a higher average price of $18.64 per bottle. Other leading states all posted average prices below $10 per bottle, with most seeing slight increases except Texas, where the average price slipped by twelve cents to $9.16.

The data reflects ongoing shifts in consumer behavior and market dynamics as the holiday season approaches. While there are signs of seasonal improvement in recent weeks, overall trends indicate continued pressure on domestic wine sales outside California, with most regions experiencing declines in both value and volume compared to last year.