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US wine drinkers turn to value bottles as consumption softens

02 April 2026 By James Bayley

A new survey of 1,351 American wine drinkers suggests affordability and moderation are reshaping purchasing habits. The data also point to growing interest in ready-to-drink beverages and a tentative role for artificial intelligence in wine discovery.

Most American wine drinkers continue to buy bottles priced below $20, according to a January 2026 survey conducted by wine research firm Wine Opinions. The study gathered responses from 1,351 US wine drinkers and reported results at a 95 per cent confidence level with a maximum margin of error of plus or minus 2.7 per cent.

More than half of respondents in every age and gender group said they purchase wines priced under $20 on a weekly or monthly basis. Purchases of wines priced under $15 are particularly associated with younger consumers aged 21 to 39.

Frequency falls as price rises. While 54 per cent of respondents said they buy wines under $15 weekly or monthly, only 28 per cent reported buying bottles priced at $30 or more at the same frequency.

Perceived value remains broadly positive. Respondents rated wines priced under $15 at an average of 4.70 on a seven-point scale for “quality for the price”, increasing steadily to 5.91 for wines priced at $30 or more.

Spending patterns shift amid affordability pressures

Half of those surveyed said their average per-bottle spending has not changed compared with one or two years ago. A further 39 per cent reported spending more per bottle, while 12 per cent said they are spending less.

Among those reducing spending, affordability stands out: 51 per cent agreed with the statement “I can’t afford to spend as much on wine as I have in the past”.

Other explanations include the discovery of less expensive wines perceived to offer good value, cited by 47 per cent of this group. Thirty-six per cent said the wines they previously purchased had become too expensive, while 35 per cent cited limits on grocery budgets that include wine.

These motivations vary by demographic segment. The survey reports that affordability concerns skew towards female respondents and those aged 60 plus.

Wine consumption edges downward

The research also found evidence of softer consumption. Overall, a net 16 per cent of respondents reported drinking wine less frequently than one or two years ago.

Nearly half of participants reported no change in their drinking frequency. Five per cent said they drink wine much more often and 14 per cent somewhat more often.

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Age plays a role in these shifts. Respondents aged 21 to 39 recorded the smallest decline in consumption with a net reduction of 7 per cent. The decline reaches 15 per cent among those aged 40 to 59 and 26 per cent among those aged 60 plus.

When asked why they are drinking wine less often, 49 per cent pointed to “cutting back on beverage alcohol in general”. Health or wellness reasons were cited by 38 per cent, while 24 per cent said the wines they like have become too expensive.

Most reductions occur at home. Among respondents who are drinking wine less often, 46 per cent said the decline takes place mostly at home, while 16 per cent said it occurs mostly in bars or restaurants.

Ready-to-drink beverages gain ground among younger consumers

The survey also explored consumption of ready-to-drink alcoholic beverages such as canned cocktails and flavoured malt drinks. According to Wine Opinions, more than six in ten wine drinkers aged 21 to 39 report drinking ready-to-drink products either frequently or occasionally.

Among respondents who say their wine consumption is declining, 14 per cent attribute part of that change to drinking ready-to-drink beverages instead of wine.

The category remains far less prominent among older consumers. Only 28 per cent of respondents aged 60 plus reported any level of ready-to-drink consumption.

Artificial intelligence begins to influence wine discovery

A quarter of respondents said they have used an artificial intelligence tool to recommend wines that they subsequently purchased.

Usage is most common among younger drinkers; 52 per cent of respondents aged 21 to 39 reported using artificial intelligence for wine recommendations compared with 21 per cent of those aged 40 to 59 and 7 per cent of those aged 60 plus.

Satisfaction levels are generally strong. Among those who purchased wines recommended by artificial intelligence, 40 per cent described themselves as very satisfied and 33 per cent somewhat satisfied. Only 1 per cent said they were dissatisfied.

Frequent wine drinkers appear especially receptive to these suggestions; 48 per cent of frequent wine drinkers who used artificial intelligence reported being very satisfied with their purchases.