Wine Market Council Survey Finds 38 Million Americans Reject Wine Due to Taste Preferences

A recent survey by the Wine Market Council (WMC) has highlighted a significant challenge for the wine industry: a large segment of American consumers, known as “non-adopters,” are not choosing wine, mainly because they do not like its taste or prefer other alcoholic beverages. The findings were presented by Christian Miller, WMC’s research director, during the 2026 WMC Members Meeting held on March 25 at the CIA Copia in downtown Napa, California.

According to the survey, 35% of non-adopters said they did not like the taste of wine, while 39% said they preferred the taste of other alcoholic drinks. These opinions are often based on only a few experiences with wine. Miller emphasized that about half of non-adopters simply do not enjoy wine’s flavor. He pointed out that this group represents around 38 million people in the United States who drink beer and spirits but rarely choose wine.

The WMC has seen similar responses in previous surveys, but Miller noted that the impact is now more urgent for the industry. Recruiting even a small portion of these wine-hesitant consumers could bring millions of new drinkers into the wine category. Miller suggested that some non-adopters might be open to drinking wine if they found one that matched their preferences.

The survey also revealed that many consumers find it difficult to choose a wine they will enjoy. The complexity and variety in the wine aisle can be overwhelming, and most people struggle to predict what a bottle will taste like based on its label. Only 11% of non-adopters said it was easy to predict a wine’s flavor, compared to 55% who felt comfortable predicting the taste of beer and 44% with spirit-based cocktails.

To better understand these challenges, WMC partnered with Quini, a consumer sensory data research firm. They surveyed nearly 400 people who described themselves as inexperienced or having little experience with wine. These respondents tasted four varietals plus a red blend and a white blend, then rated them using a rational scale.

The results showed that finish length and complexity were key factors in how much participants liked both red and white wines. The interaction between sensory characteristics—such as sweetness balancing out tannins or astringency—was more important than any single trait alone. Wines with high astringency and low perceived sweetness received some of the lowest scores from these consumers.

Researchers used a “taste structure index,” which combines tannins and acidity minus sweetness and alcohol, to map preferences. While some trends emerged, Miller said the main takeaway is that there is likely a wine for everyone—but it remains too difficult for most people to find one they like.

More than half of non-adopters said it was hard to choose a wine they felt confident about liking, and many criticized labels for not clearly describing what the wine would taste like. Miller called this “a failure to communicate” on the part of producers and marketers. He argued that it is more important to clearly communicate a wine’s attributes than to try to create one product aimed at all consumers.

The survey found that non-adopters and marginal drinkers responded positively to the idea of including scales on back labels showing sweetness, tannin, or acidity levels. They also liked the idea of grouping wines by flavor profile or weight rather than traditional categories such as varietal or region. Food pairings—a common selling point for wine—were seen as too complicated by many respondents. Miller suggested shifting focus from food pairings to matching wines with occasions or restaurant ambiance.

The full report on consumer taste preferences is expected later this spring, followed by further sensory analysis in laboratory settings later in 2026. The findings suggest that clearer communication about what is inside each bottle could help bring more Americans into the world of wine.