U.S. wine sales continued a multiyear decline in 2024, which experts attribute to shifting demographics, health concerns, new competition and economic forces.

Summary

U.S. wine sales fell 6% in 2024, continuing a years-long decline driven by generational shifts, health concerns, and competition from alternative drinks.

Younger consumers prefer ready-to-drink options, legal marijuana, and nonalcoholic beverages, while wine struggles with higher prices and declining appeal.

Experts note wine’s complexity and expense as disadvantages, and nonalcoholic wine lags behind booming de-alcoholized beer.

Rising health awareness and economic pressures further strain the industry, which some call an “existential threat.”