Shanken News Daily
Impact Databank Projects U.S. Wine Market To Slip 3.5% In 2026
Daniel Marsteller, writing for Shanken News Daily, has the latest market data. After peaking at roughly 344 million 9-liter cases in 2020, the US wine market has now endured five straight years of volume decline, and the 2026 edition of Shanken’s Impact Databank Review and Forecast projects another 3.5 percent slip this year to below 300 million cases. It has
been more than fifteen years since the category was under that threshold. Two details make it worse than the headline. First, spirits overtook wine in US volume terms last year for the first time in four decades, boosted by ready-to-drink products. Second, and more uncomfortably, wine’s own decline is being cushioned by the same RTD craze: wine-based cocktails surged to 18 million cases last year, led by Beatbox and Buzzballz Chillers. Strip those out and the projected decline is closer to 5 percent.
Random Call Outs: Top Seven U.S. Wine Marketers, retail volume growth 2026 year to date