Restaurant Wine Sales Fall Sharply in the United States

Restaurant wine sales in the United States have fallen sharply since 2019, but restaurants and distributors are finding pockets of growth in lower-priced bottles, white wines, sparkling wines and ready-to-drink drinks as diners change how they spend and what they order.

The decline has been steep. Southern Glazer’s Wine and Spirits, the country’s largest wine and alcohol distributor, said on-trade wine sales are down about 26% from 2019. NielsenIQ data cited by industry executives shows wine’s dollar share in the on-premise channel fell 0.3 percentage points over the last 52 weeks, while ready-to-drink beverages gained 0.3 percentage points, though from a much smaller base.

The shift is being felt most clearly in fine dining, where expensive bottles are no longer moving as easily as they once did. Kevin Bratt, national wine and spirits director for Lettuce Entertain You Restaurants, which includes Joe’s Seafood and Prime Steak & Stone Crab, said purchases of $1,000 bottles are down 5%. He said the company has kept overall sales steady by building wine lists around classic regions and accessible prices. At some locations, he said, diners can still find Napa Cabernet Sauvignon for $100 or less.

Across the industry, sommeliers and beverage directors are leaning into value. Gary Wallach, managing partner of Renwick Hospitality Group and owner of Park Rose at Hotel Park Ave in New York, said guests want quality without paying a premium. He pointed to Sauvignon Blanc from Touraine in France’s Loire Valley and Malbec from Mendoza in Argentina as examples of wines that are resonating with customers.

Restaurants are also broadening their lists to include wines from regions that many American diners do not know well. That has helped producers such as Intipalka, one of the few Peruvian wineries distributed nationwide in the United States. Davide Solari, the company’s commercial director, said retailers including Total Wine and BevMo have been selling more of its wines in recent years. He said the company is on track for 40% growth in 2026, helped by a portfolio whose most expensive bottle sells for $50.

Some operators are changing service itself to make wine feel less intimidating and easier to try. Jeffrey Hyman, beverage operations manager at Barcelona Wine Bar, said the restaurant offers flexible pour sizes so guests can sample more styles without committing to a full bottle. That approach has helped drive interest in wines from Rías Baixas and lesser-known grapes such as Baga and Graciano.

White wines and sparkling wines are among the clearest bright spots. Jim Opalka, president of Albert Bichot USA, said crisp whites are gaining share across his company’s brands, with Loire Valley wines showing especially strong gains. He said Sancerre has been posting high double-digit growth year over year.

Sparkling wine is also benefiting from demand for lower-cost alternatives to Champagne. Andrew Sinclair, chief executive of González Byass USA, said Cava has been growing at double-digit rates since September. He said consumers are responding to Spanish sparkling wines that use the Champagne method but sell at a fraction of Champagne’s price.

Ready-to-drink beverages continue to expand on restaurant menus as well. Turczak said growth is slowing somewhat as the category matures, but it remains strong. Milan Martin, chief executive of Free Spirits, said his company’s RTDs have grown more than 100% year over year since launching in 2023. He said the format gives operators a margin-friendly way to add revenue while keeping service simple.

The broader pattern points to changing drinking habits at restaurants: diners are spending more carefully, choosing lighter styles more often and showing more interest in experimentation than in status bottles. For many operators, that means wine is no longer sold only as a default part of dinner but as one option among several competing for attention at the table.