The wine industry has experienced turbulent times. Young people are drinking less than previous generations, climate change is challenging production, and global sales continue to stagnate. However, the newly released BMO Wine Market Report 2025 offers a ray of hope: while sales volume continues to fall, the market’s value is growing. Consumers are drinking less, but choosing better.
In 2024, total wine volume sold in the United States fell by 4%, a slowdown compared to the 9% drop in 2023. Meanwhile, total market value grew by 4%, reaching $109 billion. Premium segments — bottles priced over $20 — led the growth. Bottles priced between $20 and $50 grew by 12%, and those over $50 increased by 10%.
This trend reinforces the idea that consumers are seeking quality and experiences over quantity.
For retail buyers, this represents a clear opportunity: lower turnover, higher margins, and a clientele seeking wines with perceived value.
The Rise of Direct Sales and Digitalization
The Direct-to-Consumer (DTC) channel has become a key driver of growth. Nearly 60% of surveyed wineries expect to increase their DTC sales in the coming year. Regions like Napa and the Pacific Northwest show the most optimism, with 68% of wineries betting heavily on this avenue.
Changing shopping habits — driven by e-commerce and social media — allow wineries to connect directly with consumers. Models like personalized orders and flexible subscriptions, led by examples such as The Setting and Clif Family Winery, show that young consumers value freedom of choice and convenience.
Furthermore, the physical experience remains essential. In-person events, such as tasting room takeovers, build community and strengthen consumer loyalty.
New Generations, New Tastes
The market is undergoing a generational shift. Younger consumers — Millennials and Gen Z — drink less alcohol and are less loyal to traditional brands. However, they represent fertile ground for wines that appeal to their values: authenticity, sustainability, wellness, and personalized experiences.
Low-alcohol wines, sugar-free options, or those with a health-forward profile are gaining ground, along with fun and accessible proposals for new drinkers.
More than 70% of wineries in the U.S. and Canada expect to grow more than 5% in the next five years. The key will lie in how well they adapt their offerings to this emerging consumer.
But it’s not just wineries that stand to benefit: retailers who integrate brands with strong digital presence and authentic storytelling will also see results on their shelves.
For retail, this means adopting labels that communicate sustainability, health, and fun — from packaging to in-store strategy.
Success Story in the United States:
Freakshow Wines by Michael David Winery, especially the Cabernet Sauvignon, are known as some of the best-selling Cabernets in the U.S. According to Nielsen data, they are a popular choice thanks to their flavor profiles, quality, and wide distribution. Nielsen data consistently ranks them among the top-selling Cabernets.
Hospitality Series Cabernet Sauvignon: Drinking Better, with Purpose
In this context of transformation and sophistication in consumption, Hospitality Series Cabernet Sauvignon positions itself as the perfect choice for those looking to “drink less, but better.”
This wine embodies the trend toward accessible premium wines, offering a rich and elegant sensory experience. With its intense notes of red berries, subtle hints of vanilla, and silky tannins, it delivers an indulgent experience for those looking to explore high-quality wines without compromising their budget.
It also reflects today’s consumer values: quality, authenticity, and a conscious approach to wellness. By integrating Hospitality Series Cabernet Sauvignon into their menus, restaurants, hotels, and wine shops respond to the growing demand from an audience that values both the experience and the origin and care behind the making of their wines.
In a world where wine consumption is evolving, proposals like this offer a reason to toast with enthusiasm to a more promising future for the industry.
It’s an ideal proposal for private label programs, themed promotions, or premium rotations within the portfolio for hotels and restaurants.
