Survey Finds 47% of Americans Incorrectly Believe Wine Contains High Sugar Levels

A recent survey by the Wine Market Council has revealed that nearly half of American wine consumers hold a mistaken belief about the sugar content in wine. According to the council’s data, 47% of respondents think that wine contains high levels of sugar, and 53% of those believe that this sugar is added during production. This misconception persists despite the fact that most wines are classified as “dry,” meaning they contain little to no residual or added sugar.

The process of making wine begins with grape juice, which naturally contains sugar. During fermentation, yeast converts this sugar into alcohol. When fermentation is complete, almost all the sugar is gone, resulting in a dry wine. Table wines, which make up the majority of wines consumed in the U.S., are typically free of both added and residual sugar. The addition of granulated sugar during winemaking, known as chaptalization, is illegal in the United States for table wines.

There are exceptions to this rule. Some winemakers intentionally stop fermentation early to leave residual sugar in the wine, creating sweeter styles such as dessert wines or certain off-dry varieties like some Rieslings. In sparkling wine production, a small amount of sugar solution called “dosage” may be added at the end to balance acidity. While adding granulated sugar is prohibited, U.S. regulations do allow for the addition of grape concentrate, which can increase sweetness in some mass-market wines.

The survey also found that 36% of respondents believe that artificial sweeteners like Splenda or stevia are used in winemaking. This belief is especially common among younger adults aged 21-39, with 54% in this group saying they think wine is high in sugar, compared to 37% of baby boomers. Industry experts suggest this may be due to popular entry-level wines among younger drinkers—such as Moscato or white Zinfandel—which often contain more residual sugar than traditional dry wines.

Concerns about calories and sugar are driving some consumers away from wine toward alternatives like hard seltzer, which prominently advertise low calorie counts. Alcohol itself contains about 7 calories per gram, and a standard glass of wine has around 125 calories. Some low-alcohol wines now market themselves as having only 80-90 calories per glass and include nutrition information on their labels.

Liz Thach, president of the Wine Market Council, said she was surprised by how widespread these misconceptions are. She believes clearer labeling could help correct them and has urged wineries to consider adding “no sugar added” statements or ingredient lists to their bottles. Some brands have already adopted this approach and report strong sales growth.

Other spirits industries have successfully marketed their products as low-sugar or sugar-free. Tequila brands, for example, have promoted these attributes and seen increased sales as a result. Thach points out that vodka and gin are also naturally free of sugar but have not emphasized this in their marketing.

Despite resistance from some traditional wineries who see nutritional labeling as out of place on premium bottles, industry leaders acknowledge that changing consumer attitudes may require new strategies. With overall wine consumption declining in the U.S., wineries face pressure to address consumer concerns about health and transparency if they want to attract younger drinkers and reverse current trends.