2024 Wine Sales Drop as Young Americans Turn Away From Alcohol

The U.S. wine industry is facing an “existential threat.” In 2024, wine sales in the U.S. dropped around 6% from 2023, according to statistics collected by data company SipSource. Last year’s decline is just another demonstration of an ongoing, multiyear downward spiral for winemakers.

Wine sales surged during the COVID-19 lockdowns as people stuck inside loaded up their home bars. After the pandemic, experts predicted a decline in wine sales, but the drop-off was much greater than anticipated and to a much greater degree than other alcoholic beverages.

Drinking preferences may be partially responsible for the recent threat to the wine industry. Wine was the alcohol of choice for baby boomers, fueling the growth and popularity of U.S.-based wineries. However, a Gallup survey from 2023 found that younger Americans just aren’t as enthusiastic about alcohol.

“The baby boom generation embraced wine,” said industry scholar Mike Veseth, per NBC News. “We imagined that the generations that followed would keep doing that, but they haven’t.”

It’s not just wine — sales of beer, cider, and spirits are also falling off. Yet, it seems wine is leading the downturn.

Wine Sales on the Decline for Various Reasons

The drop in wine sales can be related to changing attitudes as well. Another Gallup poll revealed another trend that is disrupting the industry — 40% of Americans believe alcohol is bad for their health.

Convenience is also pushing young adults away from wine and toward alternative booze choices. Ready-to-drink and premixed beverages don’t require any extra effort — no corkscrews or even glassware necessary. It’s not that young people dislike wine, it’s just easier and more fun to explore different options.

Of course, legal marijuana is a relatively new competitor to alcohol. As more states open up legal recreational cannabis and it becomes more socially acceptable, it attracts people looking to experiment with something different. Consumers looking for the buzz of alcohol can look at other ways of capturing that moment.

An ominous warning from the U.S. government did no favors to the wine industry, either. Earlier this month, Surgeon General Dr. Vivek Murthy called for cancer warnings on alcohol. The surgeon general noted a connection between regular alcohol consumption and increased cancer risk.

While dire at the moment, the current stress being experienced by the wine industry will likely be temporary. Ultimately, the wine industry will adapt and survive the current downward decline as it has for generations. Meanwhile, it will be preparing for the industry’s eventual comeback once drinking preferences and attitudes shift again at some point in the future.