U.S. Wine and Spirits Sales Keep Falling

The U.S. wine and spirits market is heading into 2026 with sales still below year-ago levels, but the pace of decline has begun to level off, according to the Wine & Spirits Wholesalers of America. The trade group said revenue across wine and spirits categories has fallen about 5% to 6% compared with the same period last year, a drop that reflects both softer consumer spending and a return to more normal buying patterns after the pandemic-era surge in at-home drinking.

The group said the main story is not a sudden collapse in demand but a stabilization after a period of uneven losses. Earlier in the cycle, sales were falling more sharply from month to month. More recently, those declines have settled into a narrower range, suggesting the market may be finding a new baseline. The report was released Monday from Washington.

Consumers are still buying alcohol, but they are doing so more carefully. WSWA said shoppers are increasingly focused on value, which means they are buying less often, looking for promotions or choosing products that offer a better balance between price and quality. That shift is affecting both retail stores and bars and restaurants, though in different ways.

At retail, demand has softened as drinking at home has moved back toward pre-pandemic habits. During and just after the pandemic, many households bought more wine and spirits for home consumption than they typically had before. As that unusual demand faded, year-over-year comparisons became harder for producers and wholesalers. In restaurants and bars, traffic has also been affected as consumers remain cautious about discretionary spending, including dining out and drinking away from home.

The report said higher-end products are still showing some strength, but the broader move toward premium bottles has slowed. Instead of consistently trading up, many consumers are now choosing familiar brands, smaller formats or lower-priced options. That does not mean premium wines and spirits have lost their place in the market, but it does suggest shoppers are being more selective about when they spend more.

WSWA said several everyday pressures are shaping those choices, including higher prices and broader economic uncertainty. The group also pointed to calendar effects and promotional activity as factors that could influence sales in the months ahead. Holidays and seasonal gatherings may provide temporary lifts, but the organization did not see signs of a strong rebound yet.

For wineries, distillers and wholesalers, the message is that 2026 may bring less volatility than the past few years, even if growth remains weak. For consumers, that likely means a market shaped less by rapid swings and more by steady pressure to stretch spending further while still making room for social occasions and familiar brands.