NASHVILLE, TENN. (RFD-TV) — The U.S. wine industry is facing a structural shift in demand as consumption declines and long-standing growth assumptions are challenged. Market data show total wine volumes falling even as overall market value holds steady, and Chris Laughton, with Farm Credit East’s Director of Knowledge Exchange, says it signals fewer consumers rather than temporary weakness.
The largest pressure point is demographic. Baby Boomers — the industry’s most reliable buyers — are drinking less, while younger consumers are entering the legal drinking age population with significantly lower alcohol consumption overall. Wine, in particular, has struggled to attract new drinkers, compounding long-term demand concerns.
Retail sales data show the steepest declines in lower-priced table wines, forcing tighter shelf space and more competition among brands. Value growth has come mainly from price increases and premium products rather than increased consumption, leaving limited room for expansion.
These conditions are pushing wineries to rethink production levels, packaging formats, and sales strategies as competition intensifies in a market where growth is no longer guaranteed.
Farm-Level Takeaway: Long-term demand uncertainty is reshaping specialty crop strategies as producers adapt to fewer, older consumers.
Tony St. James, RFD-TV Markets Specialist
The debate now matters as much as the policy — market rules and regulatory clarity depend on whether Congress can finish the bill this year.
February 22, 2026 03:00 PM
·
Domestic beef demand remains solid, with the strongest growth occurring through retail channels, according to consumers surveyed in the latest K-State Meat Demand Monitor.
February 22, 2026 09:00 AM
·
Stronger fuel demand supports corn usage despite a steady production pace.
February 21, 2026 07:00 PM
·
Global surplus outweighs tighter U.S. supplies, pressuring prices.
February 21, 2026 07:00 AM
·
Fed cattle numbers are down two percent in February, according to the latest USDA report. Marketings fell 13 percent, signaling continued pressure on beef prices in 2026.
February 20, 2026 03:38 PM
·
Pollination costs remain volatile, raising planning risk for specialty crop producers.
February 20, 2026 07:00 AM
·
Kerry Hartwig from Sukup Manufacturing previews the grain management solutions they plan to share with producers at the upcoming Commodity Classic in San Antonio.
February 19, 2026 02:36 PM
·
The USDA Agricultural Outlook Forum highlights modest price support from tighter supplies across cotton, grains, dairy, livestock, and sugar into 2026.
February 19, 2026 01:48 PM
·
Farm Bureau Economist Faith Parum discusses the latest Farm Bill proposal and the path ahead for Congress and U.S. agriculture.
February 19, 2026 01:28 PM
·
