U.S. still wine sales fell more than 4% in the latest NielsenIQ retail data

U.S. retail sales of still wine continued to decline in the latest NielsenIQ data, while white wine remained more stable than the broader category and Tetra packaging kept gaining ground, according to WineBusiness Monthly.

The magazine reported that still wine sales fell by more than 4% in dollar value and by more than 5% in volume in the four weeks ended August 8, based on NIQ tracking. The figures point to continued pressure on the category at retail, even as some parts of the market held up better than others.

White wine was described as showing greater resilience than the wider still wine segment. WineBusiness Monthly did not detail every varietal or price tier in the excerpted report, but the overall finding suggests white wines were losing less ground than other parts of the market during the period.

Packaging was another area of separation inside a weak market. Tetra formats posted more than 12% growth in dollar sales over a 52-week period, the report said. That performance stands out because it came while still wine overall was moving lower in both sales value and case volume.

The mix of declines in the core category and growth in a specific package type may matter across the beverage business because it can shape production, pricing and distribution decisions. Wineries, importers and wholesalers often use retail data to decide which styles to emphasize, how to position products at different price points and which package formats to expand or trim.

A stronger showing for white wine could encourage suppliers to lean more heavily into that segment in chain retail and grocery channels, especially if it continues to outperform red or other still wine categories. At the same time, continued growth in Tetra packaging may reinforce interest in formats that can appeal to convenience-driven shoppers and to buyers looking for lower price points or different use occasions.

The new figures add to a broader picture of a U.S. wine market that remains under strain. A drop of more than 5% in volume indicates consumers bought fewer units of still wine during the measured four-week period, while the decline of more than 4% in dollar sales shows that higher pricing or product mix was not enough to offset softer demand.

That gap between volume and value can be important for producers and retailers. When volume falls faster than sales dollars, it can suggest some support from pricing, premium mix or both. But it also means the category is not escaping the larger issue of weaker consumer purchasing.

WineBusiness Monthly’s report suggests that the pressure is not uniform across the market. Instead, shoppers appear to be making more selective choices, favoring some styles and package types even as the broader still wine aisle contracts. For beverage companies that sell wine alongside beer, spirits or ready-to-drink products, that shift may affect shelf allocation, promotional plans and portfolio strategy heading into future resets.