The U.S. wine market hit $115 billion in 2025 — a record spend masking a deeper truth: Americans are drinking less wine, less often. The BMO report calls it a "structural reset" — DTC shipments down 15%, California's domestic share slipping ~25%, and banks telling wineries "some need to get out of the pool."

Meanwhile, non-alcoholic wine surged 22% to $925M (92% of buyers still drink alcohol too),