The total U.S. wine market grew to more than $70 billion in total value and 408 million cases in total volume in 2018. While sales growth, particularly in volume, has slowed as the total market has doubled since 2003, consumers are buying wine at higher price points. Suppliers have not been able to rise prices, however, and are also having to react to changes in how consumers buy wine. (Metrics above reflect trends from the past 12 months.)
Cabernet Sauvignon continues to fetch the highest prices in the grape market, and the varietal is a strong performer in off-premise and direct-to-consumer wine sales. Expectations of many more years of strong sales led to a surge in new vineyard acreage in California, and the red grape is soon expected to overtake Chardonnay as California’s most planted variety. Yet the 2018 harvest brought changes to the wine and grape market that could mean even Cabernet may face challenges in the near term.