U.S. Wine Market Tops $115 Billion in 2025, New Report Finds
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A new report from market research firm BW166 shows that U.S. wine sales achieved over $115 billion in 2025. This figure includes all domestic and imported wine.
“The latest data, which came out last week, shows total calculated consumer spending on wine to be $115.33 billion USD versus $112.477 billion USD last year,” stated Jon Moramarco in an online interview.
Moramarco is Managing Partner of BW166 LLC, a firm that uses government and tax data to prepare this annual report. With more than 40 years experience in the wine industry, including stints as CEO of Constellation International, Winebow, and Allied Domecq Wines, Moramarco launched BW166 in 2009 to provide advisory services and data to the industry.
His latest report shows a 2.5% increase in 2025 wine revenues compared to 2024. This reflects similar revenue increases in previous years, as illustrated in the graph below highlighting U.S. wine sales from 2018 through 2025.
At the same time, wine sales volumes have moved in the opposite direction, falling from 370.7 million 9-liter cases sold in 2024 to only 361.8 million 9- liter cases in 2025. This represents a decline of -2.4%.
So how is it possible that wine sales revenues have increased while case volume has declined?
I asked Moramarco this question, and he explained that several factors are affecting the numbers.
U.S. Wine Market Sales from 2018 to 2025
ThachFactors Driving Higher Wine Sales Revenues and Lower Case Volume
“We are seeing declines in lower priced wines, while higher priced wines are stable or, in some cases, increasing. This is driving a higher price per bottle sold, which is one factor impacting the $115 billion figure,” he explained.
A second factor is the continued growth of private label wines, as opposed to traditional winery brands. These wines are produced by a winery but sold under another company’s label—a model that has gained traction amongst grocery stores, restaurants, and large retailers such as Costco, with its Kirkland wine brand.
“When we look at all of the data, we see an increase in private label and control label wines versus traditional brands,” explained Moramarco. “Retailers in off-premise establishments often drive higher margins on these wines versus traditional brands.”
Moramarco also noted that much of the private label volume is not captured in syndicated scan data from firms such as NIQ or Circana, but it is reported to the U.S. government. As a result, BW166 relies on federal data sources, including the Bureau of Economic Analysis (BEA) for consumer expenditures and the Tax & Trade Bureau (TTB), which collects alcohol taxes.
A third factor is that restaurants, bars, and other on-premise retailers are “taking margin on beverage alcohol, which is driving up consumer spending, but it does not necessarily flow back to producers and importers,” he stated.
As a result, overall consumer wine spending is rising, however, those gains are not evenly distributed across the industry. Many wineries and importers are not seeing proportional benefits, contributing to downsizing, business closures/sales, and bankruptcies.
And, of course, rising inflation is a fourth factor impacting not only wine prices, but food, beverages, and other consumer goods.
Jon Moramarco, Managing Partner of BW166
BW166Strengths and Challenges in the U.S. Wine Market
Despite the case volume sales declines over the past several years, the U.S. is still home to the largest wine market in the world in terms of both volume and revenue. It is a target for most large wine-exporting countries, with recent figures showing that the U.S. imports around 37% of its wine.
“The good news is that consumers continue to spend slightly more year on year for wine, but it is still a tough and competitive market,” stated Moramarco.
Shifting demographics are also playing a role in declining consumption. Baby Boomers are aging and drinking less, while Gen Z consumers face an expanding array of beverage choices—from THC-infused drinks to hard seltzers and newer alcoholic alternatives. Broader health and wellness trends, along with increased adoption of GLP-1 medications, are further dampening alcohol consumption.
“The wine industry needs to appeal to consumers’ lifestyles and cuisine choices, and make wines at lower price points sexy again.”
Jon Moramarco, Managing Partner of BW166 LLC
At the same time, for the past eight years, the U.S. wine industry has increased in wine sales revenue, with $115.33 billion being the largest amount achieved to date.
With intense competition in the alcoholic beverage space, the question is how long this revenue growth will continue.
Moramarco believes it is possible as long as wineries continue to stay competitive and evolve with changing consumer needs.
“The wine industry needs to take market share from other beverages…. They also need to appeal to more diverse consumers, appeal to consumers’ lifestyles and cuisine choices, and make wines at lower price points sexy again,” said Moramarco.
He believes that even though consumers are purchasing wines at higher prices, many well-respected brands are now beyond the means of younger consumers to drink regularly in a responsible manner.
“The industry has been very effective at premiumizing over the past thirty years, but when the average price of wine from Josh and La Marca, two well respected brands, is $3.00 for a five ounce glass at retail, compared with a bottle of Modelo for $1.40 or Titos’ and Tonic for about $1.30 per drink at home, then wine may be beyond the means of some consumers.”
Shopping for wine in the U.S.
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