US wine market faces sales decline amid shifting consumer habits

The United States wine market is experiencing a period of decline, characterized by falling sales and shifting consumer preferences. According to NielsenIQ data for the four weeks ending September 19, 2026, wine sales decreased by 2.8% in value and 4.7% in volume compared to the previous year.

Consumer behavior changes are cited as the primary driver for this downturn, accounting for 67% of the negative pressure on the category. While still-wines are struggling, there is notable growth in the sparkling wine and non-alcoholic segments.

In California, a poor harvest—estimated at only half the usual volume—is providing a silver lining for viticulturists. Amidst a broader crisis involving declining sales, reduced alcohol consumption, and weakened demand from Canada, the scarcity resulting from the low yield may help stabilize the industry.