Episode Details

Wine sales in the U.S. hit a 20-year low last year, with global consumption also dipping 2.7%—a major shift driven by younger generations drinking less alcohol overall. Health trends and reduced heavy drinking are reshaping demand, hitting California producers especially hard as they face shrinking markets and even vineyard removals. But for consumers? It’s a win: prices are crashing, with premium bottles now available for under $30. While the industry braces for a tough adjustment, many still believe wine’s future is bright—even if it won’t return to past highs.

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