Wine shows signs of improvement within a market that continues to decline

Tuesday, September 15, 2026

The WSWA noted some signs of improvement in the wine market on Monday, September 14, within a US market that continues to decline. The latest data from SipSource shows a combined drop in wine and spirits sales of 6.8% in volume and 6.1% in revenue for the 12 months ending in July.

The short-term outlook hardly changes that picture. In the last three months, total volume fell by 6.2% and revenue declined by another 6.1%. Even so, wine shows areas of improved performance in several categories, especially sparkling wines and Sauvignon Blanc.

Among these products, Champagne saw a 14.7% increase in revenue in the last quarter, as measured by SipSource. Prosecco rose 10.2% and Sauvignon Blanc 3.2%. These three trends contrast with the overall market decline and point to a more selective demand, concentrated in specific segments and styles.

WSWA data also indicates a clear price difference in the wine market. Wines priced above $16 are performing much better than those below that threshold. Within that group, the over-$50 segment managed to rise 0.9% in the last 12 months, an unusual figure in a market experiencing widespread declines.

The situation for spirits is less favorable. In that sector, volume fell by 5.7% in the last three months, and revenue dropped by 7.1%. WSWA also points out that performance has worsened compared to the previous month, reinforcing the idea of ​​a broader slowdown in that part of the market.

The organization interprets the difference between the drop in volume and the drop in revenue as reflecting pressure on the purchase of higher-priced products, as many consumers prioritize value. This pattern is also evident in the breakdown by price segment: all price levels for spirits are now registering revenue declines of more than 5%. The $50 to $99.99 range has lost 9.5%, and all spirits priced over $50 have fallen by 8.9%.

Another indicator from the panel is the greater resilience of consumption in the hospitality sector compared to the grocery and retail channels. Over the last 12 months, the volume of wine and spirits consumed in bars and restaurants fell by 2.8%, while in the non-hospitality sector the decline reached 7.5%.

For wineries, distributors, and purchasing managers, these figures help identify which categories are maintaining traction despite the market downturn and where there may be room to adjust assortment and prices. They also show that consumers are still buying, but with more measured choices and greater attention to perceived value.