U.S. wine consumption habits shifting, Heartland vineyards adapting to the change

SOUTHERN ILLINOIS (KFVS) – The U.S. wine industry is changing, and vineyards large and small are making adjustments in hopes of keeping customers and cash flowing.

Americans are drinking less wine than in years past, with industry data showing consumption decreasing 15 percent over the last several years.

Blue Sky Vineyards in southern Illinois has been growing grapes and serving wine since 2005, showcasing the unique character of the region.

Marketing Director Brandy Nance told Heartland News production out here has not changed, but she believes her customers’ habits have, pointing to other options they can choose.

“What used to be going out and having a glass of wine and socializing with your friends, some of those people who may have grabbed a glass of wine are now looking to cannabis as an option for, you know, relaxing or socializing,” Nance said.

She tells us this shift is especially noticeable in younger generations, who are drinking less and seeking more immersive outings.

And for Blue Sky, it means expanding experiences beyond the bottle.

“It’s about pairing wine and foods and giving them the experience. You know, they want to come out here and they want to enjoy things, but not necessarily just come and have a bottle or two of wine,” Nance continued.

Nance told us they will continue harvesting as usual and encourage the community to support the Shawnee Hills Wine Trail.