Sales of white wines in the United States have experienced a slight uptick, according to the latest data from SipSource, while red wines continue to dominate the market. From November 2022 to October 2023, Pinot Grigio and white blends were the only wine categories to achieve revenue growth, providing a notable contrast to an overall market trend marked by declines.
SipSource, a data system developed by the Wine & Spirits Wholesalers of America (WSWA), tracks wines priced above $11, revealing that demand for both Pinot Grigio and white blends has increased. While these categories represent a small segment of the overall market, their growth stands out in a year where most other wine varieties saw drops in sales. Aside from a modest 1.2% increase in Sauvignon Blanc sales, these two white wine categories were the only ones to show positive growth.
By contrast, many other wine types faced significant declines. “Other Reds,” which includes lesser-known native varieties, saw the steepest drop, falling by 17.4%. Merlot experienced a 13.3% decrease, followed by rosé with a 12.8% decline, and red blends, which fell by 11.2%. Well-established reds like Cabernet Sauvignon and Chardonnay were also impacted, recording drops of 4.5% and 4.7%, respectively. Pinot Noir, another major red, also saw a significant reduction. Despite these declines, red wines, particularly Cabernet Sauvignon, Merlot, and red blends, continue to make up more than 80% of the total U.S. wine market by value.
The growth in Pinot Grigio and white blends may prompt producers to consider expanding their offerings in these categories. However, these categories still represent a small portion of the market. For instance, the combined revenues of Pinot Grigio and white blends would need to increase fivefold to match the current revenue of Chardonnay alone—a growth rate that seems unlikely in the near future.
The decline in the “Other Reds” category raises questions about shifting consumer preferences. Despite some industry speculation that drinkers might be moving toward lesser-known reds as alternatives to traditional varieties like Cabernet Sauvignon and Merlot, the sharp drop in “Other Reds” suggests that this trend may not be as strong as once thought.
SipSource tracks over 225,000 wine products across more than 450,000 retail and hospitality locations in the U.S., covering approximately 70% of the total wholesale distribution volume. While trends within the remaining 30% of the market may offer additional insights, SipSource’s data provides a comprehensive view of current market dynamics.
Despite overall market challenges, red wines remain the top choice for U.S. consumers, outpacing white wines in terms of overall sales. Emerging categories like Pinot Grigio and white blends may offer potential for growth, but their current market impact remains relatively limited. As wine producers and distributors navigate these trends, the future of the U.S. wine market appears to remain firmly in the grip of red wines.
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