A Year of Stabilizing Decline: What Wine & Spirits Trends Mean for Consumers in 2026

Over the past year, spending on wine and spirits has declined slightly-but steadily. Total revenue across categories has fallen about -5% to -6% compared to the same time last year.

That may sound concerning at first glance, but the bigger story isn't sharp decline-it's stability. Earlier in the cycle, sales were dropping unevenly and sometimes quickly. More recently, those declines have leveled off into a consistent, predictable range. In simple terms, the market appears to be finding its footing.

Key Takeaways

• Sales are down-but stabilizing.
  Wine and spirits revenue has declined about -5% to -6% year-over-year, but those declines have leveled off, signaling a more stable market
• Consumers are prioritizing value.
  Many shoppers are becoming more selective-buying less often, seeking deals, or choosing products that balance quality and price.
• The market is normalizing after pandemic highs.
  Much of today's slowdown reflects a return to typical purchasing patterns following unusually strong at-home consumption in prior years.

Why Are Sales Declining?

Several everyday factors are shaping how consumers shop for wine and spirits.

Many households remain value-conscious, weighing higher prices and broader economic uncertainty against everyday spending. That often means buying fewer items, choosing smaller quantities, or looking for better deals.

Another important factor is timing. The industry is still comparing today's sales to unusually strong demand from prior years-particularly during and just after the pandemic, when at-home consumption surged. As those elevated levels normalize, year-over-year comparisons naturally appear weaker.

Where Are Changes Happening?

Both places where consumers buy alcohol-stores and restaurants-are experiencing challenges, but for different reasons.

• Retail stores are seeing softer demand as at-home consumption settles back to more typical levels after pandemic highs.
• Bars and restaurants are experiencing shifts in customer traffic, with many consumers being more cautious about discretionary spending like dining out.

These patterns reflect broader consumer behavior: balancing social experiences with tighter budgets.

What's Happening Across Price Levels?

Not all products are performing the same way.

Higher-end products still show pockets of strength, but the long-running trend toward premium purchases has slowed. Increasingly, consumers are looking for value, whether that means choosing familiar brands, smaller formats, or lower-priced options.

This shift doesn't mean premium products are disappearing-it simply reflects a more selective approach to spending.

Stability Is the Key Story

Even though overall sales remain negative, the consistency of recent results is an encouraging signal.

Month-to-month performance is no longer dropping sharply. Instead, results are holding within a narrower range. That suggests much of the market adjustment following the pandemic surge may already be reflected in current numbers.

In practical terms, this means the industry-and consumers-are settling into a more predictable routine.

What to Expect in the Months Ahead

Looking forward, short-term trends will likely continue to be shaped by everyday influences such as:

• Changes in consumer confidence
• Pricing and promotions
• Calendar timing, including holidays and seasonal spending

A return to strong growth isn't yet visible, but the data suggests the market is moving toward stability and normalization, rather than continued decline.

For consumers, that means the wine and spirits market in 2026 is likely to feel steady rather than uncertain, providing a clearer baseline for future spending and product choices.