Survey uncovers solutions to help US shoppers buy more wine

New consumer research reveals how US shoppers think the wine industry can make buying more approachable, as trade data shows price pressures and competition weighing on sales. 

The Wine Market Council (WMC), working with consumer research firm Vista Grande, will present findings from a national study on how to reduce barriers to wine purchasing at a member webinar on 30 September.

Focus on occasional drinkers

“When our members identified top research priorities for 2025, reducing barriers to wine purchases ranked number one,” said Dr Liz Thach MW, president of WMC. “This study provides critical insights into what consumers believe are the most effective solutions to encourage wine buying across different sales channels.”

The study combined 60 in-depth interviews with occasional wine drinkers—defined as those who drink wine less than once a week but more than every two to three months—with a national survey of 1,500 occasional drinkers to test and validate the most effective solutions.

“We focused on occasional consumers because they represent one of the greatest growth opportunities for the wine industry,” said Christian Miller, WMC’s research director. “While core consumers—those who drink wine weekly or more—remain vital, encouraging occasional drinkers to increase their frequency could drive significant market expansion.”

According to WMC’s 2023/2024 Consumer Benchmark Segmentation Survey, 34% of Americans (85 million adults) drink wine, with 20% classed as core consumers and 14% as marginal. The 2025/2026 benchmark survey will launch in the coming weeks.

The WMC research comes as new data highlights ongoing challenges in the US market. The Wine Opinions “Wine in Decline” trade report, released on 15 September, showed more than half (53%) of trade respondents reported lower wine sales in the first half of 2025 compared to the same period in 2024.

Respondents cited rising prices and competition from beer, spirits, and ready-to-drink (RTD) products as key factors. One comment summed up the shift in consumer sentiment: “People are looking for an alternative option that will still give them a ‘buzz’ without breaking the bank.

The report also noted that low- and no-alcohol wines were among the few bright spots, with sales up across retail, distributor, and on-premise tiers.

The 30 September webinar will run from 11:00 a.m. to 12:15 p.m. PST.

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