Wine market: Spanish wine exports plummeting?

The U.S. wine market is in a period of transformation, marked by a series of changes in consumer behavior and industry dynamics. Although wine remains one of the most popular alcoholic beverages, it has experienced a decline in consumption, especially in terms of volume, which has affected revenue figures. This decline has been driven, in part, by the changing consumption habits of the new generations, who are increasingly opting for alternatives such as craft beers, cocktails and ready-to-drink beverages. Despite this setback, the wine market is far from stagnant, as the industry adapts to new consumer demands, offering healthier, higher quality and personalized options. In addition, certain market segments, such as premium wines, sparkling wines and wine-based cocktails, are showing signs of growth, demonstrating that the sector continues to have high potential in various categories.

In this context, it is critical to analyze how wine consumption is evolving, identify which types of wine are gaining in popularity and what are the preferences of today’s consumers. In this report, Nodus Winery will explore the key trends that are shaping the future of the U.S. wine market, as well as the opportunities that brands can take advantage of to stay competitive in this ever-changing environment.

The current state of the wine market

According to recent data, the wine market in the U.S. is witnessing a decline in volume consumption, reflecting the same trend in revenue within the sector. From 2010 to 2024, consumption per capita has been gradually decreasing, with shifts in the types of wines most popular among U.S. consumers.

In 2025, U.S. wine consumption is expected to stabilize at around 290 million cases, slightly below 2021 figures, where table wine took the lion’s share of the market. Meanwhile, table wines (red, white and rosé) continue to account for the lion’s share of wine consumption, with white wine being the most popular, with a 49.88% market share. It is followed by red wine, with a share of 43.88%, and rosé, with only 6.27%.

Trends in the wine market: Shifts in consumer preferences

The wine market in the U.S. is witnessing important shifts in consumer preferences. As local producers gain traction, there is a growing inclination towards domestic wines over imported ones. Additionally, there is a noticeable rise in the demand for premium wines, reflecting a broader consumer trend toward higher-quality, sustainably produced options.

1. Domestic vs. Imported wine 

The trend towards domestic wines has been gaining momentum in the U.S., with local producers capturing an increasing share of the market. While imported wines have declined both in volume and value, domestic varieties, particularly California wines, have shown strong sales growth, especially red wines like Chardonnay. 

1. Premium wines on the rise 

As U.S. consumers become more educated about wine varieties and quality, demand for premium wines has surged. This shift towards higher-quality wines is reflective of a broader consumer interest in premium products across various sectors. The growth of premium wine consumption is particularly noticeable among millennials and older generations, who are willing to pay a premium for better quality and sustainable production methods.

Consumer demographics and trends

Understanding the demographics of U.S. wine consumers is key to understanding the evolution of market trends, as wine consumption varies significantly by gender, age, and income levels; demographics that play a crucial role in shaping the future trajectory of the wine market.

In terms of gender, women make up 59% of wine drinkers in the U.S., while men account for 41%. Women, particularly those over 50 years of age, tend to consume wine more regularly than men, indicating a strong and consistent demand among this demographic. Age also plays an important role, with older generations being more likely to consume wine than younger ones. Only 25% of individuals aged 20-29 drink wine, compared to 30% of those aged 50-59. Interestingly, 33% of people aged 30-39 are wine drinkers, highlighting a positive trend for the future of the wine market as this group continues to grow in importance.

Income levels further influence wine consumption patterns. High-income households, defined as those earning over $75,000 annually, make up the primary consumers of both domestic and imported wines, accounting for 62% of the wine market share. On the other hand, lower-income groups tend to prefer more affordable wine options, which still represent a significant portion of the market.

In addition to these demographic trends, American wine consumers are increasingly seeking healthier options. This includes wines with lower calories, organic and sustainably produced varieties, and those with added health benefits such as antioxidants. This aligns with the broader “better-for-you” movement, which extends beyond wine to include low-sugar, low-alcohol, and non-alcoholic beverages. Reflecting this shift in preferences, the consumption of ready-to-drink (RTD) beverages has surged. In 2023, 57% of alcohol buyers reported purchasing RTD products, a clear indication of the growing demand for convenience and health-conscious alternatives in the alcohol market.

 

Regional wine consumption in the U.S.

California continues to be the leading state in wine consumption in the United States, both in terms of volume and production. The state is a powerhouse, producing more than 86% of the nation’s wine supply, with Napa Valley standing out as the most renowned and popular wine region in North America. Its reputation for exceptional vineyards and wineries contributes significantly to California’s dominance in the market.

When examining wine consumption on a per capita basis, a different picture emerges. While California leads in volume, states like Idaho, Washington D.C., and New Hampshire surpass others in terms of per capita consumption. Idaho, in particular, stands out, with an impressive 1.21 gallons of wine consumed per capita, highlighting a strong preference for wine in these areas, despite their smaller populations compared to larger wine-producing states.

Market opportunities: What’s next for U.S. wine?

The global wine market continues to evolve in a dynamic environment, marked by growing demand, changes in consumer preferences and the integration of new emerging markets. In this context, the wine industry faces both challenges and opportunities, with a remarkable transformation in consumer habits. Consumers are increasingly inclined towards products that are not only of high quality, but also respect sustainability principles, which is reflected in a greater demand for organic and ecological wines. This shift towards sustainability, together with the search for products with the best quality profile, has driven wineries to adopt innovative technologies and more responsible agricultural practices, adapting to new consumer demands.

In terms of wine consumption in the U.S., one of the highlights is the growing predilection for Spanish wines, a country with a strong presence in the international market. This trend underscores a key point: the quality of Spanish wine is highly valued, especially in international markets such as the United States. U.S. consumers appreciate the unique characteristics of Spanish wines, such as their diversity of native varieties, ancestral winemaking tradition and winemaking processes that maintain a deep connection with the terroir. This preference for Spanish wines reflects a broader trend in which consumers are not only looking for value-for-money wines, but also those that offer an authentic and differentiated experience.

The focus on quality, winemaking tradition and the use of indigenous varieties has been crucial for Spain to maintain its competitiveness in international markets. Through these characteristics, Spain has managed to position itself as one of the main exporters of wine to the U.S. market, despite fierce competition from other major producers such as France and Italy. In this sense, Spanish wineries continue to strengthen their image abroad, communicating not only the quality of their products, but also the values associated with their production, such as sustainability and authenticity. Thus, Spanish wine is not only seen as an option within the wide global offer, but also as a benchmark of quality that responds to the most demanding expectations and demands of international consumers.