Situation: Imports now account for about 35% of all wine consumed in the U.S., near an all-time high and up meaningfully from 2020. The rise has gained more attention as overall U.S. wine sales have slowed.
Finding: Import substitution represents an enticing opportunity to stimulate domestic wine and grape sales in today’s challenging environment. But efforts to improve competitiveness must be thoughtful and not create unintended consequences for wineries that rely on imports.
Outlook: Regaining market share will be difficult in the entry-level segment, where imports have a clear cost advantage. The better opportunity likely lies in the popular-premium and premium segments, where U.S. producers can compete more effectively on quality.
This issue:
Examines the slight progress in wine sales in the first half of 2026
Shares an update on the grape crop and the pros of a small harvest
Spotlights import competition and how the U.S. could regain market share
