Eccentrics, mavericks, ideologues, rockers, chemists, poets, traditionalists, upstarts, lifers, dabblers—there’s a little of everything up here.
—Amy Glynn, Paste Magazine
Navigating the Challenges and Future of the Wine, Beer, and Spirits Industry in
Where Have All the Wine Lovers Gone? A Winemaker’s Take on the Current State of the Industry
If you’ve ever strolled through a quiet tasting room or driven past a vineyard that feels a little too still, you might wonder: what happened? Is it that people no longer crave the craft of winemaking, brewing, or distilling? Are we simply drinking less? Or has the landscape of indulgence shifted under our feet?
The truth is complex. Wine, beer, and spirits alike are facing a crossroads, not because people have lost their love for the craft, but because the world around us has changed. From economic pressures to the rise of cannabis and experience-driven consumption, the reasons are varied—but they all lead to one reality: adaptation is no longer optional.
A Snapshot of the Industry
In 2023, the Washington Wine Commission’s harvest report revealed some sobering numbers: a 32% drop in red wine production and a 36% decline in white. Winery counts have dipped, and this trend isn’t limited to Washington—it’s a nationwide ripple. Across the board, craft beer is facing saturation, and spirits are fighting for space on crowded shelves.
Empty tasting rooms and shuttered breweries have become a common sight. The headlines of restaurant and tasting room closures read like an obituary page. The pandemic’s long shadow, shifting preferences, and a tough economy have made survival a feat in itself. But we’re not just talking about businesses; we’re talking about craft. The magic. The grit. The soul of small, independent creators who make American entrepreneurship something to celebrate.
What’s Really Going On?
1. Changing Tastes and Competition
Craft cocktails, hard seltzers, and low-alcohol options have surged in popularity, taking market share from traditional categories. People are seeking wellness-focused options, and the once-booming craft beer scene is now navigating oversaturation.
2. The Experience Economy
Gone are the days when people simply drank wine. Now, they want to sip it in a vineyard at sunset or pair it with live music under the stars. Experiences, not products, are what consumers crave. The challenge? Creating those moments in a way that feels authentic and affordable.
3. Economic Reality
It’s no secret that discretionary spending is down. Dining out, wine tastings, and weekend getaways have become luxuries. As a result, many of us in the industry are asking: how do we keep our passion alive and thriving in times like these?
How Do We Turn the Tide?
For those of us deeply rooted in this world—winemakers, brewers, distillers, and the people who love our craft—the question is not if we can adapt, but how. Here are three ways we can rise to meet this moment:
1. Innovate the Portfolio
Consumers want variety. They’re curious. They’re health-conscious. So, let’s give them something to talk about.
• Think non-alcoholic wines, botanical-infused spirits, or even a low-ABV line designed for casual sipping.
• Explore local, seasonal ingredients to create limited releases that celebrate place and time.
Example: A crisp, herbal wine spritzer infused with local lavender and honey.
2. Craft Memorable Experiences
If people want more than a drink, we have the opportunity to give them something unforgettable.
• Host vineyard dinners, wine-pairing picnics, or intimate barrel tastings.
• Create virtual wine-making sessions or behind-the-scenes tours that offer a peek into the process.
Example: A vineyard “stargazing and wine” night, where guests sip by the fire while learning about constellations.
3. Commit to Sustainability and Storytelling
Sustainability isn’t just good for the planet—it’s good for business. Consumers want to know where their wine comes from and how it’s made. Let’s tell those stories.
• Highlight eco-friendly practices, from vineyard management to packaging.
• Use transparency as a marketing tool, inviting consumers to connect with the people and places behind the label.
Example: A monthly “green wine” feature, sharing stories of winemakers pushing boundaries in sustainability.
What Comes Next?
The road ahead isn’t easy, but it’s full of promise. As a winemaker, I know that each bottle is a journey—a blend of patience, vision, and belief. This industry is no different. With innovation, creativity, and a commitment to craft, we can navigate these challenges and emerge stronger.
So, here’s to what’s next: to embracing change, supporting each other, and, most importantly, raising a glass to the future of wine.
Cheers,
Jeremy Brown
Winemaker | Storyteller | Creator of Experiences
P.s. I will always love wine, while for me this is the end owning a winery. I will continue to support the indurstry and in a new and exiciting way I get to live on the other side as pure consumer of it now.
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