New Survey Highlights Barriers Facing Occasional Wine Drinkers in the U.S.

A new national survey led by the Wine Market Council (WMC) and research firm Vista Grande is shedding light on how the U.S. wine industry can make buying wine easier for consumers. The findings, which will be presented to WMC members in a webinar on September 30, focus on reducing barriers that keep shoppers from purchasing wine more often. The research comes at a time when the industry faces pressure from rising prices and increased competition from other alcoholic beverages.

The study targeted occasional wine drinkers—people who drink wine less than once a week but more than every two to three months. Researchers conducted 60 in-depth interviews with these consumers and followed up with a national survey of 1,500 people in the same category. The goal was to identify and test solutions that could encourage more frequent wine purchases.

Dr. Liz Thach MW, president of the Wine Market Council, said that reducing barriers to wine purchases was identified as the top research priority for 2025 by WMC members. “This study provides critical insights into what consumers believe are the most effective solutions to encourage wine buying across different sales channels,” she said.

Christian Miller, research director at WMC, explained that occasional drinkers represent a significant growth opportunity for the industry. While core consumers—those who drink wine weekly or more—are still important, getting occasional drinkers to buy wine more often could help expand the market. According to WMC’s most recent Consumer Benchmark Segmentation Survey, about 34% of Americans (85 million adults) drink wine. Of these, 20% are considered core consumers and 14% are classified as marginal.

The new research is being released as other data points to ongoing challenges in the U.S. wine market. The “Wine in Decline” trade report from Wine Opinions, published on September 15, found that more than half of trade respondents (53%) reported lower wine sales in the first half of 2025 compared to the same period last year. Many cited higher prices and competition from beer, spirits, and ready-to-drink products as major factors affecting sales.

One respondent noted that consumers are seeking alternatives that offer similar effects at a lower cost. The report also highlighted that low- and no-alcohol wines are performing better than other categories, with increased sales across retail stores, distributors, and restaurants.

The upcoming WMC webinar will take place from 11:00 a.m. to 12:15 p.m. Pacific Time on September 30. During the session, researchers will share detailed findings from their study and discuss strategies for making wine shopping more approachable for American consumers. The next round of WMC’s Consumer Benchmark Segmentation Survey is set to launch in the coming weeks, aiming to provide updated insights into changing consumer habits and preferences in the U.S. wine market.