January 08, 2026 – This is a challenging time for the wine industry in the US. American wine shoppers are more conscious of pricing than in the past. They are less loyal to particular wine brands sold in the US. They are also more apt to compare different types of alcohol. Value can be as important as the provenance of the wine. Label legibility is essential because US wine consumers want to celebrate with wine at dinners and celebrations and use wine as a gift without having to be a wine insider.
Key Drivers of the US Wine Market
Making wine more accessible and promoting it for broader applications will help support the wine market in the US. Features such as descriptions based on flavor, lighter wine styles, and options with no alcohol or low alcohol can attract new US wine drinkers and encourage consumption at varied times of the day. The availability of wine cocktail and mocktail recipes, seasonal wine releases, and cross-brand collaborations help capture the attention of US wine drinkers without overwhelming them. Smart use of packaging helps attract US wine consumers with affordable price points, choices of bottle sizes, and descriptions of the sensory features of the wine.
Differentiating US Wine by Occasion
Innova’s wine market trends research shows that distinct roles for wine can lead to more success than broad claims in the wine industry. Wine in the US can be tied to particular occasions such as certain styles of red wine for everyday dinners, zero-alcohol bubblies for toasts, and fruity spritzers for daytime celebrations. US wine retailers can jump on these occasions with value offerings, packages that encourage wine discovery, and timely product releases. These can help attract trial and repeat purchases.
Offering Shortcuts for the US Wine Consumer
The wine industryin the US can help consumers by providing shortcuts to wine decision making. For younger consumers, use sensory descriptions and attractive pricing to support quick purchase decisions. Short descriptions on wine packaging and on the shelf help anchor products at a specific price level and for specific serving occasions. This helps younger wine consumers in the US to make quick and confident decisions and trade-ups.
Wine Packaging is a Strategy
In the US wine market, wine packaging needs to be a strategy rather than just a SKU. Different types of wine packaging, for example, cans, 187 ml bottles and 375 ml bottles, offer flexibility for real-life occasions. US wine marketers can attach different situations to each, like outdoor consumption, weekdays with dinner, and trial, and use distribution and merchandising in a creative way. Pricing needs to be attractive to the US wine drinker.
Add Flavor to Encourage Discovery
US wine sellers can add flavor to some wine products without eroding their core business. Fruity and slightly sweet wines, along with wines for mixing into cocktails, could attract US consumers of ready-to-drink products and seltzers. Wine manufacturers can define benchmarks for acidity, freshness, and dryness to aid the US wine drinker and encourage discovery and trial with limited seasonal releases.
Zero Alcohol Sells
US wine marketers can target low ABV and no ABV products to alcohol-free occasions. This provides opportunities in the American wine sector to attract new consumers looking for wine for toasts, daytime celebrations, and wellness events. US wine retailers can position wine-related products, such as glassware and standard wines, by zero alcohol wines and also offer promotions to encourage additional purchases.
Marketing to US Gen Z Consumers
As US Generation Z wine consumers reach the legal drinking age, their consumption of wine increases. According to Innova’s research on wine trends, US wine market brands can appeal to the new Gen Z wine drinker with flavors that are approachable, eye-catching and attention-grabbing packaging, descriptions of wine origins, sustainability messaging, and low- and no-alcohol options. Generation Z consumers may exhibit moderation in their alcohol consumption, and they want to control their intake. Therefore, price alone may not attract the US Gen Z consumer when it comes to wine market trends.
US Supermarkets and Specialty Stores are Wine Marketplaces
Wine trends indicate that US consumers are equally likely to buy wine in a supermarket as in a specialty store. Their wine-buying experience can impact their next wine purchase. Supermarket trips tend to be quick and focused mainly on food. Shoppers in specialty stores are more deliberate, as they seek advice. They may also be open to trading up. Restaurants, in contrast, offer US wine consumers the opportunity to try wines that they may later purchase in a retail setting.
Future Wine Trends: What to Expect?
When looking at the future of wine market trends, watch for low-alcohol and no-alcohol wine to gain share in the US wine sector and be viewed as an equal choice to regular wine. Lightweight glass may become a more popular wine trend, especially for non-luxury wines. Expect the fusion of retail media, AI pairing suggestions, and grocery shopping. AI-aided tools can recommend wines that are in stock, suitable for specific recipes, and attractive for repeat purchasing. The US wine industry is likely to see expansion of private label wine, with chain stores promoting their curated wine selection at attractive prices. The US wine sector could create a simple scale for sweetness and other wine characteristics that appears on bottle labels and on shelf tags to help the US wine consumer make quicker and more satisfying selections.
This article is based on Innova’s Wine and Sparkling Wine in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.