What the numbers say: The data highlights the significant wine consumption in California compared to other states in the U.S. According to a report by NIAAA, at over 156 million gallons, Californians drank far more wine than any other state in 2020. Florida, which ranked second, consumed half that amount, followed by Texas.
Relevance: The world’s wine consumption in 2020 was 234 million hectolitres (Mhl), according to OIV estimates. This marks a decline of 3% (7 Mhl) compared to 2019. It is the third year in a row that consumption has gone down. It is the lowest level since 2002.
Brands that should care: Wine brands with a strong presence in California, international brands targeting the Californian market, premium wine producers, and brands emphasizing innovation and adaptability should pay attention to the wine consumption trends in California and the global decline to effectively position themselves and capture consumer interest in a changing market.
