Are People Really Drinking Less Wine — Or Just Drinking It Differently?

I was recently reading a report from the Distilled Spirits Council of the United States about the 2025 alcohol market in the U.S., and the headlines were pretty clear: spirits are still leading the market.

Here’s what that actually means in simple terms.

In 2025:

• Spirits (vodka, whiskey, tequila, ready-to-drink cocktails, etc.) sold about $36 billion worth.

• Beer sold about $36 billion as well.

• Wine sold about $13.5 billion.

Wine represents only about 15% of the total alcohol market in the U.S., and it slipped slightly compared to last year. Not a collapse — but a soft decline.

The interesting part?
Ready-to-drink cocktails (those canned or bottled mixed drinks) grew more than 16% in one year. They are convenient, usually cheaper than premium spirits, and easy to grab.

Vodka remains the top-selling spirit overall, but the real growth is happening in pre-mixed cocktails.

So yes — spirits are strong. Wine is softer. That’s the data.

But numbers don’t always tell the full story.

What I See in the Real Market

We keep hearing that younger generations are drinking less wine. That restaurant wine sales are dropping. That wine is losing relevance.

But here’s what I see.

In wine shops, I don’t see this dramatic collapse. People are still buying wine. They are just being more careful with where and how they spend their money.

In the United States, a large portion of wine consumption happens in restaurants — not at home like in many European countries. And that’s where I believe the real shift is happening.

Let’s be honest.

Ten or fifteen years ago, when people went out to dinner, they didn’t think twice about ordering a bottle of wine. Today, before even ordering appetizers, someone at the table is Googling the bottle on the wine list.

And what do they find?

A bottle that costs $25 online might be listed for $90 in the restaurant.

Sometimes even a single glass costs almost the same as the retail price of the entire bottle.

Consumers are informed now. Transparency is immediate. And families today do not have the same financial flexibility they once had.

So what happens?

They skip the bottle.
They order a cocktail.
Or maybe nothing alcoholic at all.

Cocktails can’t be price-compared online. They’re mixed in-house. And often, they deliver the same “effect” at a lower perceived cost.

This isn’t necessarily a rejection of wine.

It’s a reaction to pricing.

Maybe It’s Time to Rethink Restaurant Markups

Traditionally, restaurants have marked up wine three or four times retail. That model worked when consumers didn’t have instant price comparison in their pockets.

But today?

If the market is tighter and customers are more cautious, does it still make sense to hold onto those same markups?

The restaurants that keep wine pricing closer to 2x or 2.5x retail might sacrifice some short-term margin — but they build something more important: trust.

When customers feel pricing is fair:

• They order the bottle.

• They come back.

• They trust the rest of the menu.

In a time of economic pressure, trust may matter more than ever.

Why We Do Things Differently at Above Wines

At Above Wines and Grappolo Wine Shop, we look at this reality very carefully.

Our philosophy is simple.

We price our wines to:

• Cover our expenses,

• Support our winemaker team,

• Support our Texas partners,

• And ultimately benefit the guest.

We are not interested in inflating margins just because we can.

Our wines are scientifically crafted to be high quality — from vineyard management to fermentation precision to aging techniques. We work with winemakers who focus on structure, balance, chemistry, and consistency.

But quality alone is not enough.

Wine must also be approachable.

If a wine is exceptional but priced out of reach, it doesn’t serve its purpose. Wine should be enjoyed, shared, opened on a Tuesday — not saved indefinitely because it feels too expensive to drink.

That’s why we work hard to make sure our Texas partners receive the best possible pricing. When they succeed, the customer wins. When the customer wins, wine culture grows.

I don’t believe wine is disappearing.

I believe it is evolving.

And those of us in this industry have a responsibility to adapt — not just with innovation, but with fairness.

Because in the end, wine is not just about alcohol percentages or market share.

It’s about experience.

And that experience should feel both exceptional — and accessible.

Featured Wine: Nero di Troia DODICIVENTUNO, Borgo Turrito

If I had to choose one bottle that represents everything I just spoke about — quality, history, structure, and approachability — it would be our Nero di Troia DODICIVENTUNO.

This wine is more than a label. It is a tribute to history.

DODICIVENTUNO (1221) honors the arrival of Emperor Frederick II into Capitanata in 1221 — a defining moment for the region of Puglia. But beyond the historical reference, what truly matters is what’s inside the bottle.

It is crafted exclusively from Nero di Troia, one of the most ancient and indigenous grapes of Apulia. A grape with structure. Identity. Character.

When you pour it, you immediately notice its deep, intense color. On the nose, it opens slowly and beautifully — ripe dark fruits, gentle spice, and elegant woody notes coming from 12 months of aging in barrique. The oak is not overpowering; it supports the wine, adding softness and dimension.

On the palate, it is warm but refined. The tannins are smooth and integrated. It has a full body, yet it remains balanced and harmonious. This is not a wine to rush. It is a wine to sit with. To pair thoughtfully. To enjoy slowly.

It pairs beautifully with slow-cooked lamb, roasted pork, wild game ragù, aged pecorino, spicy cured meats, and hearty pasta dishes. The structure of Nero di Troia allows it to stand next to bold flavors without losing elegance.

But here is the most important part.

We work extremely hard to make sure that a wine of this caliber — aged, structured, historically meaningful, scientifically crafted with precision — remains accessible.

Our winemaker team focuses on vineyard management, fermentation control, balance of phenolics, and structural aging. The quality is intentional. It is not accidental.

At the same time, we make sure our pricing reflects our philosophy.

At Above Wines and Grappolo Wine Shop, we keep our margins responsible. We price our wines to cover our operational needs and sustain our partners across Texas — but always with the final consumer in mind.

Because a wine like Nero di Troia DODICIVENTUNO should not feel unreachable.

It should feel discoverable. It should feel like something you can open on a meaningful dinner, share with friends, or bring to the table without hesitation.

That is how wine culture grows — not through exclusivity, but through fairness, transparency, and trust. And that is exactly what we stand for.

Try the Wine, 24hr Shipping:

Nero Di Troia, Borgo Turrito, Puglia IGP