01/29/2026
A bit of context for this mid-winter day.
If you are in the wine industry, you likely know that the US market is contracting. This is true.
At the same time, the US remains the world's largest wine-consuming market, with over a billion bottles, compared to the next-largest market (France). A billion bottles. That's a boatload of wine. Actually, that's a few boatloads of wine.
The American market is big, robust, mature in many ways, and ever-changing. For most wine-producing countries, not only is the US the largest market, it also offers one of the highest export prices per bottle compared to other export markets.
It's also competitive. VERY competitive. It is very easy to spend marketing money in the US without getting anywhere. Especially in 2026.
It's a 4.4-billion-bottle market willing to pay some of the highest prices in the world for wine.
Context matters.
Be encouraged.