
California Grapes in a Tight Market as Wine Demand Slows
California grape growers face a shrinking market as demand for wine falls; US wine cases slid 23% from 2020 to 2025 and total wine spending dropped 22%, with global consumption also down in 2025. Factors include aging Baby Boomers, changing tastes, tariffs, and competition from craft beer, spirits, canned cocktails, and cannabis, leading to unsold grapes and financial losses for growers who remain hopeful the downturn will bottom out while they weather the hit.













