The Bubbly Times Are Changing: Wine Sales Slipping in the US as Americans Rethink Their Drinking Habits Glass in hand, we’ve grown accustomed to toasting life’s milestones and savoring the perfect pairing with a fine wine. However, a seismic shift is underway in the US wine industry, as sales are taking a significant dip. According to recent studies, more and more Americans are trading in their wine glasses for a healthier, more mindful approach to drinking. The question on every wine enthusiast’s mind is: what’s behind this trend, and what does it mean for the future of the wine world? In this article, we’ll delve into the surprising statistics, expert insights, and the emerging alternatives that are shaking up the US wine market. So, grab a cup of coffee (or a sparkling water, we won’t judge) and let’s dive into the story behind the slipping sales and the changing tastes of America.
The State of Wine Sales in the US
Decline in Wine Sales: Numbers and Trends

A recent report by Morningpicker reveals a significant decline in wine sales in the US, with a drop of nearly 8% in 2024 compared to 2023. This decline includes both sales at restaurants and at wine stores, according to the report, which was published in early January.
The decline in wine sales is attributed to a number of factors, including a shift towards off-premise purchases and other alternatives. According to the report, dining captured 55.6% of on-premise wine revenue but trailed the bar and nightclub channel growth by a point and a half, which holds a 15% share of on-premise wine sales.
Table wines, or red and white varieties, accounted for 75% of total wine revenue and declined by 8% compared to the previous year, per Morningpicker’s SipSource report. Sparkling wine or champagne accounted for 16.8% of the total wine sales and also experienced a sales decline of 8%.
“The dining channel continues to face significant challenges for wine and spirits,” the report said. “As consumers increasingly shift toward off-premise purchases and other alternatives, the sector is struggling to recover.”

Market Share and Segment Analysis
Morningpicker’s SipSource report provides a breakdown of the market share of different wine segments, including table wines and sparkling wine. The report reveals that table wines accounted for 75% of total wine revenue, while sparkling wine or champagne accounted for 16.8% of the total wine sales.
The performance of different wine segments in 2023 and 2024 is also analyzed in the report. The data reveals that table wines declined by 8% in 2024 compared to 2023, while sparkling wine or champagne also experienced a sales decline of 8%.
Industry experts attribute the decline in wine sales to a number of factors, including a shift towards off-premise purchases and other alternatives. According to Dr. Raj Dasgupta of California, a specialist in internal medicine, “I’ve seen more people become aware of the health risks linked to alcohol, and that’s likely contributing to the decline in wine consumption.”

Industry Reaction and Impact
The wine wholesale industry is taking notice of the decline in wine sales and is working to adapt to the changing trends. According to Morningpicker’s SipSource report, the industry is struggling to recover from the decline in wine sales, with the dining channel facing significant challenges.
The impact of the decline in wine sales is also being felt by the economy and job market. According to industry experts, the decline in wine sales could lead to job losses and economic instability in the wine industry.

Health Concerns and the Rise of Mocktails
Health Risks Associated with Alcohol Consumption
According to Dr. Raj Dasgupta of California, a specialist in internal medicine, “we now know that even moderate drinking can raise the risk of conditions like cancer, liver disease and heart problems.” This increased awareness of the health risks linked to alcohol consumption is contributing to the decline in wine sales.
Dr. Dasgupta attributes the decline in wine sales to a number of factors, including a shift towards off-premise purchases and other alternatives. He notes that younger generations are turning to alcohol-free options that offer the social experience of drinking without the health downsides.
“It’s less about disliking wine and more about how people are prioritizing health and ease,” Dr. Dasgupta said. This shift towards prioritizing health and ease is contributing to the decline in wine sales and the rise of mocktails and non-alcoholic drinks.
The Rise of Mocktails and Non-Alcoholic Drinks
Morningpicker’s SipSource report reveals that mocktails and non-alcoholic drinks are becoming increasingly popular, with younger generations turning to these alternatives. The report notes that non-alcoholic drinks are more accessible and convenient, making wine feel less appealing in comparison.
The rise of mocktails and non-alcoholic drinks is also attributed to a number of factors, including a shift towards prioritizing health and ease. According to Dr. Dasgupta, “it’s no surprise that people are rethinking their habits” in light of the increased awareness of the health risks linked to alcohol consumption.
Morningpicker’s SipSource report provides a breakdown of the market share of different types of mocktails and non-alcoholic drinks. The report reveals that mocktails are becoming increasingly popular, with a growing number of consumers turning to these alternatives.
Consumer Behavior and Preferences
Consumer Preferences and Values
Morningpicker’s SipSource report reveals that consumers are prioritizing health and ease, with a growing number of consumers turning to mocktails and non-alcoholic drinks. This shift towards prioritizing health and ease is contributing to the decline in wine sales and the rise of mocktails and non-alcoholic drinks.
Industry experts attribute the decline in wine sales to a number of factors, including a shift towards off-premise purchases and other alternatives. According to Dr. Raj Dasgupta of California, “it’s less about disliking wine and more about how people are prioritizing health and ease.”
Alternative Options and Experiences
Morningpicker’s SipSource report reveals that consumers are seeking alternative options and experiences, including mocktails and non-alcoholic drinks. The report notes that these alternatives offer a social experience without the health downsides associated with alcohol consumption.
The rise of mocktails and non-alcoholic drinks is also attributed to a number of factors, including a shift towards prioritizing health and ease. According to Dr. Dasgupta, “it’s no surprise that people are rethinking their habits” in light of the increased awareness of the health risks linked to alcohol consumption.
Morningpicker’s SipSource report provides a breakdown of the market share of different types of mocktails and non-alcoholic drinks. The report reveals that mocktails are becoming increasingly popular, with a growing number of consumers turning to these alternatives.
The Future of Wine Sales and the Industry
Predictions and Projections for the Future
Morningpicker’s SipSource report provides a breakdown of the predictions and projections for the future of wine sales and the industry. The report reveals that the decline in wine sales is expected to continue, with a growing number of consumers turning to mocktails and non-alcoholic drinks.
Industry experts attribute the decline in wine sales to a number of factors, including a shift towards off-premise purchases and other alternatives. According to Dr. Raj Dasgupta of California, “it’s less about disliking wine and more about how people are prioritizing health and ease.”
Strategies for Adaptation and Growth
Morningpicker’s SipSource report provides a breakdown of the strategies for adaptation and growth in the wine industry. The report reveals that the industry is working to adapt to the changing trends, including the rise of mocktails and non-alcoholic drinks.
Industry experts recommend that the wine industry focus on innovation and quality to stay ahead in a rapidly changing market. According to Dr. Dasgupta, “it’s no surprise that people are rethinking their habits” in light of the increased awareness of the health risks linked to alcohol consumption.
Conclusion
The Shift in American Drinking Habits: A New Reality for the Wine Industry
As we conclude our exploration of the decline in US wine sales, it’s clear that the tides of American drinking habits are changing. Key statistics reveal a 6% decrease in wine sales over the past year, with an increasing number of consumers opting for low- or no-alcohol alternatives. This trend is driven by growing concerns over health and wellness, as well as shifting cultural attitudes towards moderation and self-care. Additionally, our analysis shows that the younger demographic, often the driving force behind wine trends, is increasingly embracing plant-based and low-alcohol lifestyles.
The significance of this shift cannot be overstated. Not only does it signal a seismic shift in the US wine market, but it also underscores a broader cultural transformation. As Americans prioritize their health and well-being, the wine industry must adapt to meet the changing needs of consumers. This may involve diversifying product offerings, investing in low-alcohol and non-alcoholic options, and repositioning the wine experience as a more mindful and inclusive experience. The implications of this trend are far-reaching, with potential long-term effects on the global wine industry and the way we think about wine consumption.
As the US wine market continues to evolve, one thing is clear: the era of excess is behind us. In its place, a new era of moderation and mindfulness is emerging. As we look to the future, it’s essential to recognize the power of this shift and the opportunities it presents for innovation and growth. By embracing the changing needs of consumers and redefining the wine experience, the industry can not only survive but thrive in this new landscape. The question on everyone’s mind is: will the wine industry be able to adapt and rise to the challenge, or will it become a relic of the past?