
People around the world don't drink wine in the same amount they used to.
"Global wine consumption has dropped sharply over the past seven years, according to a recent report from Gordon Brothers, with worldwide demand falling from 245 million hectoliters in 2017 to 214.2 million hectoliters in 2024," Vinteur reported.
This marks the lowest level of wine consumption since 1961.
"The United States, one of the world’s largest wine markets, is experiencing a similar trend. U.S. wine consumption is projected to decline by 7.2% in volume and 6.3% in sales by the end of 2024, continuing a four-year streak of falling sales," the data shows.
In 2026, there has been a recovery, but it has created a sort of split market, according to Silicon Valley Bank's State of the US Wine Industry 2026.
"Wineries in the top quartile reported 8% sales growth and 11.9% operating income, while the bottom quartile saw a 10.2% sales decline and -10.5% operating margin. These results reflect fundamental differences in how they are repositioning in response to demand," the SVB study showed.
Now, another major wine brand, Pacific Rim Winemakers, has filed for Chapter 11 bankruptcy.
Pacific Rim is best known for its Rieslings.
"At Pacific Rim, we celebrate 'Sweetology,' crafting Rieslings that range from dry to dessert sweet. Our sustainable winemaking in Columbia Valley, WA, balances vibrant sweetness and fresh acidity for unmatched quality," the company shared on its website.
Its wines include:
Wine Enthusiast has most Pacific Rim Rieslings rated in the high 80s or low 90s. It was very positive on the brand's 2021 vintage.
"The aromas provide plenty of appeal, with notes lime leaf, herb, peach and jasmine. Off-dry-drinking stone-fruit flavors follow. There's pleasing acidity throughout," Wine Enthusiast shared.
Related: Award-winning brewery closes facility after Chapter 11 bankruptcy
This bankruptcy is part of a structural shift in the wine industry as consumption falls and younger drinkers abandon wine.
“This is not a cycle you can wait out. The wineries still demonstrating growth are not betting on a return to normal – they are fundamentally altering how they engage with the consumer, manage inventory, and are redefining their brand’s value proposition,” said Rob McMillan, First Citizens Bank’s Silicon Valley Bank Wine Division founder and author of the report.
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"America's wine industry is grappling with one of its most painful downturns in decades as younger consumers cut back on drinking and baby boomers age out of the market — reshaping alcohol habits nationwide," according to Fox News.
It's a situation that has led to multiple bankruptcies in the industry.
"The trend has contributed to more than $1 billion in lost U.S. wine revenue last year and a roughly 6 million-case drop in production, according to industry data and reports," Fox News added.
The Chapter 11 bankruptcies include:
The SVB study shows that the industry may have already hit bottom and that some companies will rebound.
“We expect the decline in total market demand to improve in 2026, with the market bottoming in 2027 through 2028 before returning to modest growth rates,” said McMillan.
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