Who is Drinking Wine in America? The Map

2025 Wine Drivers, Tariff Update

Since we’ve had quite a bit of news about tariffs and wine recently, I am documenting some new trends and articles. The questions to ask now: Who is drinking wine in America? Where are they? What are some recent trends? How will the tariffs affect us? BothVinePair and Master of Wine, Liz Thach are my go-to sources for new trends on the current wine consumer. Since I returned from France, I’m being inundated with data on this subject. Let’s take a look at what Liz has to say in several interviews and from an article she wrote for Forbes.

You may also contrast this newsletter with an interview I did with Dr. Liz Thach, MW in Wine Wanderings June 29, 2021, “Ten Hot Wine Trends for 2021 – An Interview with Dr. Liz Thach, Ph.D. MW.

5 Drivers of the US Wine Market in 2025*

· New Wine Consumer Recruitment – Half of Gen Z are of legal drinking age now. In 2024 wine sales value was down -2.8%.

· AI and Digital Marketing in Wine – AI (Artificial Intelligence) should be used to help consumers with their wine choices.

· Health and Wellness Tread Creates Desire for Non-Alcoholic Options – The beer industry has done a better job of creating non-alcoholic options, but wine brands are adding new choices.

· A Focus on Flavors in Wine – Simplifying a method of describing wine flavors is needed. In the meantime, some wines are becoming “flavored” with fruit, spice, and herbs. Really?

· Recognize Economic Headwinds – The wine industry needs to create more loyalty to segments, varietals, and brands.

*Forbes Magazine, Liz Thach, Ph.D., MW, “5 Drivers of the U.S Wine Market in 2025,” Jan, 14, 2025.

About Liz Thach, Ph.D., MW

Liz was the first woman in California to achieve the Master of Wine Certification. I’ve known Liz for about 10 years, as we have attended some of the same wine and wine-writing conferences. She is a talented speaker and writer who transitioned from the corporate world to teaching at Sonoma State University (now retired). She is currently an instructor in Stanford University’s Continuing Studies division as well as being President, Wine Market Council. She remains an active wine journalist and judge. Liz has been doing an annual wine trend analysis for many years. She is the author of Luxury Wine Marketing: The Art of Science and Luxury Wine Branding, Call of the Vine, and Best Practices in Global Wine Tourism.

What’s New with Wine Tariffs (as of April 9, 2025)

“ the European Union (EU) - a dominant supplier of U.S. imports - faces a total 30% tariff (10% baseline + 20% reciprocal), targeting nations like France, Italy, and Spain. These measures, detailed in a White House fact sheet, aim to address trade imbalances but pose immediate challenges and opportunities for the wine industry.

In stark contrast, Canadian wine has been granted a crucial exemption under the United States-Mexico-Canada Agreement (USMCA), which shields compliant goods from both the 10% baseline and the reciprocal tariffs. Most Canadian wines - produced entirely in Canada using Canadian grapes - qualify under these rules, enabling them to enter the U.S. market tariff-free as of April 5.” – OhBev, April 9, 2025, “US Wine Market 2025 Forecasts and Trends”

What I’m Drinking This Week

Jansz NV Premium Rosé Sparkling, Tasmania $27

Wine Enthusiast, 91 Points

2021 Faust Cabernet Sauvignon, Napa Valley, $65

Wine Enthusiast, 93 points

2023 Merry Edwards Sauvignon Blanc, Sonoma, Russian River - $37 for a ½ bottle, 375 ml. $38

Wine Spectator, 93 Points

2015 Chateau Bellegrave, Pomerol AOC, Bordeaux (Red Blend), France $56

I tasted this wine in Paris at Michelin 2 Star Restaurant, Atelier Maître Albert. It was offered on their “wines by the glass list.” What a find! I nabbed a case from a NYC wine shop this week….a decadent red wine with velvety tastes of dark cherry, plums, spice and chocolate. 75% Merlot and 25% Cabernet Franc.

Wine Wanderings Editorial Calendar 2025

The Gin Renaissance: New Brands, New Cocktails

An Interview with Melissa Burr, Founding Winemaker, Stoller Wine Group, Willamette Valley, OR

10 Tips for Planning Your Next Trip to Paris

What is the Wine Custom Crush Business?

30 Years of Excellence in Oregon: Stoller Family Estates

Montalcino: the Italy Story of Brunello, IGT’s, and Super Tuscans

The Popularity of City Wineries

Malbec: Domestic and International Finds

The Magic of Tuscany: Touring the Region

Live from Kentucky’s Bourbon Trail: Where to Taste with Tourism Tips

The DRG Oregon Project

The Wines of Summer: All Shades

*****

In Case You Missed It in the News: WineBusiness

Readers: I have an upcoming interview with Melissa Burr, Winemaker, Stoller Wine Group. This news is sad.

WineBusiness, April 25, 2025 “Remembering Founder Bill Stoller: Celebrating a Life of Leadership, Compassion, and Dedication.”

Follow Wine Wanderings on Instagram, LinkedIn, Bluesky

Travel Opportunities

****

Cruise the Danube on AmaWaterways with Wine Wanderings and Wölffer Estate Winery, April 20, 2026, Romantic Danube.

"Enticing Douro River Cruise" with Dr. Bob Young of Bending Branch Winery, on AmaWaterways, April 6-13, 2027

***