The Industry Is Struggling, but Regional Vintners Think Wine Can Still Win

How lower demand, generational shifts in alcohol and potential Trump tariffs are affecting winemakers

After three decades of growth, the industry has seen three years of negative sales. Grape farmers are being severely undercut by cheaper bulk wine from abroad. Sudden, unpredictable tariff shock is knocking exports and profit margins off kilter. And there’s been studies of late suggesting that Gen Z, those born between 1997 to 2012, is abandoning the wine life and maybe even alcohol altogether. But local growers are optimistic nevertheless.

May 12, 2025 Scott Thomas Anderson