US wine decline is slowing

US wine sales are still declining, but the pace is slowing as shoppers tighten budgets. At the same time, tariffs are pushing up prices and adding fresh inflationary pressure, re-shaping both domestic demand and global wine trade.

The US wine market remains around 6% down on last year, yet the sharper monthly drops seen earlier have eased, suggesting a more stable baseline. Consumers are still buying wine, but with greater caution, prioritising value, promotions and trusted brands. For many drinkers, the price rises mean fewer purchases and more deliberate spending.

French wine exports to the US have fallen sharply, hit by tariffs that have made European bottles significantly more expensive. This has disrupted one of France’s most important markets and contributed to wider softness in international trade.

In Canada, the shift may be longer lasting. The removal of US wines from provincial shelves has accelerated a move towards domestic and alternative imports, with new buying habits becoming embedded.