Every year, Thanksgiving establishes itself as one of the most influential dates for the wine industry in the United States. According to a survey of 4,500 U.S. consumers, 91% planned to celebrate Thanksgiving Day in 2025. Of those, 33% stated their intention to purchase alcoholic beverages for the holiday. Among these alcohol buyers, 70% planned to buy wine, making it the preferred choice, followed by beer (57%) and spirits (28%).
Beyond the family and gastronomic symbolism, the period has transformed into a true indicator of the market’s pulse: what Americans consume, how they shop, and what trends begin to mark the following year.
Below is an analysis of the current dynamics, their challenges, and the opportunities this celebration continues to open for producers, importers, and retailers. Toral Wines & Spirits is one of the companies attentive to these changes, with a portfolio that accompanies the growing sophistication of the U.S. consumer.
A Consumer Who Celebrates… and Buys Wine
Thanksgiving not only convenes most American households but also generates strong purchase intent. In the days leading up to the holiday, consumption patterns intensify notably. Delivery and e-commerce platforms report peak orders right before the holiday. For example, Drizly registered a 64% increase in wine and spirits orders the day before Thanksgiving. Furthermore, the average order size also increased by 16%, showing that shoppers are not only ordering more frequently but are also purchasing more per order.
The Varietals That Dominate the Scene
During this period, certain wines gain exceptional visibility. Riesling and Pinot Noir are the overwhelming favorites: both fit perfectly with the spirit of the Thanksgiving menu thanks to their balanced acidity, gastronomic versatility, and aromatic expression.
According to Nielsen data, Riesling’s market share increases by approximately 30% during the Thanksgiving period, while Pinot Noir’s market share increases by approximately 20% compared to the rest of the year.
The preference for these varietals demonstrates a more informed consumer who seeks pairing experiences that enhance the flavors of the turkey, traditional sides, and the sweet preparations at the end of the meal.
Premiumization: The Impulse Defining the Season
One of the most striking phenomena is the trend to “trade up.” Sales of premium wines grow more strongly than standard labels, confirming that consumers view Thanksgiving as an opportunity for a special indulgence.
Sparkling wines also maintain a leading role. Their sustained growth in volume and value demonstrates that they have become a strategic purchase: they are ideal for appetizers, toasts, and family celebrations.
The Season as a Retail Driver
Physical and digital stores leverage this week to roll out campaigns specifically designed for the festive consumer: thematic packs, gift sets, volume discounts, and curated selections for different dining styles.
“Wine gift sets” have gained ground due to their practicality and perceived value. In many households, they have become the official gift for hosts, as they combine convenience, presentation, and a complete experience.
Challenges Pressuring the Market
Despite the dynamism, not everything is growth. Wine imports—especially from France and Italy—have been affected by high logistics costs, inflation, and tariffs. These factors have led to drops in advance orders, which could influence the availability and diversity of labels in the coming years.
Added to this is seasonal dependence: a large part of the volume is concentrated on key dates. If consumer behavior changes or if the economic climate worsens, the impact could be significantly felt across the entire chain.
Examples of Retailer Promotions During Thanksgiving
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Sedano’s, a Spanish supermarket, publishes weekly ads during Thanksgiving week. It offers wines ranging from $14.99 down to $5.99. Some brands include Prosecco at $14.55 or Just Cellars at $11.99. They also offer Spanish wines with a “Buy 3 for $11” promotion. They also offer a “BOGO” (Buy One Get One Free) deal on some of their wines.
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Total Wine is promoting Pinot Noir, Cabernet Sauvignon, and Bourbon for Thanksgiving, in line with Nielsen market trends. They also have a specific Thanksgiving link called “How to Host Thanksgiving Easily” (https://www.totalwine.com/discover/trends-and-occasions/holiday-party-essentials), where they feature sections like welcoming drinks, best Thanksgiving wines, and after-dinner/dessert drinks.
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Milam’s Market also offers 2-for-1 promotions on California Chardonnay and special discounts on Josh Cellars ($10.95), Prosecco ($14.95), or Piper Champagne ($39.95).
Amicale: The Italian Elegance That Stands Out This Season
Among the alternatives that have captured attention during these celebrations, Amicale stands out—an Italian wine that combines character, smoothness, and an ideal aromatic profile for accompanying festive dinners. Its balanced, accessible, and versatile style makes it an excellent ally for those seeking sophistication without complications.
Amicale expresses the best of Italian winemaking tradition: precise fruit, smooth texture, and a structure that pairs well with both savory dishes and more delicate preparations. A perfect choice for those who wish to elevate the Thanksgiving table—and any special occasion—with an authentic European touch.
