Many California growers can’t find buyers as the industry produces more wine grapes than the market wants. Wine consumption is declining globally as people drink less.
It’s harvest time in California wine country, but many growers are struggling to sell their grapes as changing drinking habits have caused demand to plunge. The decline is forcing some growers to tear out vineyards that their families have grown for generations.
Wine sales have decreased by more than 20% over a five-year period, causing prices paid for grapes to drop and prompting California growers to take roughly a quarter of the state’s vineyards out of production. Many growers are having to decide whether to harvest at a loss, leave grapes on the vine or replace vineyards with crops more in demand such as almonds, walnuts, pistachios and olives.
Third-generation grower Bill Berryhill said it means another year of losing money and wasting hundreds of tons of healthy grapes.
You’d think this would mean wine would get cheaper or something, but actually it means that several thousands of bushels of grapes are going to rot, because capitalism demands profit over common sense
Yeah; I thought a 20% decrease in sales would lead to a decrease in cost.
When demand goes up, the price goes up.
When demand goes down, the price goes up.
Yeah. The thing about the economy is only the supply side is allowed to win.
You paying the offered price is fair market price setting.
You getting a good deal is THEFT from the hard working business owners.
The really fun thing about the capitalist economy is that only the corporate retail side is allowed to win. The growers are going to get the least, the people who put the label on get the most and the stores get whatever they want.
I used to be able to buy 4L of cask wine for like $3AUD back in the 00s. Bring back the good times (and my youth)!
im still not buying any
businesses: shockedPikachuFace.jpg
Wine is a luxury good, it could damage brand perceptions if they significantly markdown prices. They should bottle and sell it under a different label imo but who knows
What is this? Civilization? JK
Something tells me that younger generations simply don’t give a shit, it maybe have been a luxury for older generations.
I’ll be honest in high school or college we all would buy the cheapest shit. (millennial). As in the two gallon jugs on the bottom of the shelf. Oh boy the hangovers were intense. And maybe I can’t really tell much of a difference, but I remember I had a seven course paired with wine. All I could think was, yep tastes like wine and sloshed it down and ate the food.
It’s still luxurious, but younger generations don’t give a shit about it. People are drinking less in general and everything’s overpriced. Like why shell out for wine specifically when there’s so much other alcohol choices that are also cheaper now?
Alcohol, to me, feels like a rare treat kind of choice now for anything pricey, instead of a ‘treat yourself it’s the weekend’ choice.
Cheap wine was my gateway to nicer wines down the line. But I rarely drink or have an excuse to open wines, so I’m no longer the target market for all these nice wines.
I agree on that; one of my favorite beers went from ~$20 for a 4 pack to $40. I couldn’t believe it. I tried fancy wines because of just being in certain places but never really got into it. Same with hard liquor, I like a fancy brand but eventually they all started to taste indifferent. It’s like one time I had a $60 glass of some fancy whiskey, I had no idea of the price but work paid for it, and I was like that’s not bad until I saw the bill.
Fuck yeah, bagged wine was a staple of my teens and twenties, that cheap box shit was like party mana, and nothing felt sleezier than sucking on that bag to get every last drop. I do not miss the wine hangover though, good fucking God I’d rather gargle HFA
It was a like rising from the dead the next morning and of course the whole day is wasted.
Yeah they could trick the consumer in selling under a decoy name like… wait a minute
I saw a lot of really good wine on steep discount recently at Fred Meyer in wa state.
I was very suspicious, bought a bottle, and it was legit.
Maybe people are moving wine at lower price points into markets that don’t normally overlap to move product while minimizing brand damage?
Mad Dog 20/26
Wine is like $2-5 a bottle in Europe and they also sell more of it there lol
That’s fundamentally missing the problem- sales of wine are down 1/5. They have a supply chain that isn’t moving. If you offer cheaper wine you likely won’t move enough more to make up the shortfall and the costs of production/storage ect.
It’s America wine. Famous for the Californian “Two Buck Chuck”. On the other hand, the Europeans I know complain that wine in the US is overpriced and most of the domestic market is too sweet.
I am not in a region known for producing wine, but for some reason there are still a few “vineyards” here and there. I put vineyards in quotes, because these places will have a few vines out front of them, but you get the sense they’re just there for vibes. It’s mostly fruit wine anyway. That shit is fucking vile, and can only be appreciated by boomers who’ve smoked for 50+ years and can’t taste anymore.
It can also be distilled into just ethanol.
Probably has some uses. Fuel. Disinfectant. Making those little toys of a bird that drinks water.
Making those little toys of a bird that drinks water.
It is decided.
Or turn it into a nice balsamico. Better profit margin than ethanol which can be made from way cheaper ingredients.
Balsamic takes 25 years+ to age.
Better get it started then
Should be enough time to fix the international trade relations that Trump is currently “winning”
Good ones, yes. Industrial, not so much. And wine is no instant turnover, either, so they are used to wait at least a few years.
Exactly!
All alcohol saw a large rise in costs. Beer has gotten ridiculous. As far as I am concerned, they did this to themselves.
Tariffs have reduced exports, particularly to Canada, which was the largest foreign buyer of American wine.
Uh sure, it was the tariffs, and not the widespread Canadian boycott of American alcohol.
Wasn’t the boycott because of the tariffs?
That was one factor. It is more about the general hostility and aggression the US has shown toward Canada.
But you guys started it! What? You guys didn’t do anything wrong? What? Your nation is a stalwart ally, possibly holding the other half of our bff necklace? Well what about that war a long time ago? What? We tried to invade you and you even supported our stupid wars later on?
Well shit, I’ve got nothing.
Also because the US Government is trying to destroy our country by any means. They still threaten to annex Canada, call our Prime Minister “Governor”, claim Canada isn’t a real country, interfere with our politics and elections, support Alberta and Quebec separatists, and do their best to crush our economy. Then they whine that we’re being mean to them. It doesn’t make us very inclined to send our money to the USA, especially when we can just buy Canadian wine instead.
You’re not special, they’re also trying to destroy the US by any means
(/j obviously, but they are trying to smash and grab literally anything not nailed down)
The US is doing a far better job of destroying itself than any of its enemies could dream of. The US used to be the one smashing and grabbing everything in the world. Now they’ve somehow decided they’re getting ripped off by doing that. It’s pure delusion.
Canada just wants to move on. We don’t care about the US at all. Trump is acting like the ex who dumped us and then gets mad seeing us dating other people.
Ok, but the US has been doing that since the 1950s.
I’m getting downvoted by children who don’t know how Deifenbaker shut down Canadian military aviation because he was told to by Eisenhower, and then how Mulroney sold off all public assets cheap.
Perhaps, but in their wisdom Trump and his people draw attention to it daily, and they’ve successfully angered Canadians and undermined their own markets by doing so.
The boycott was because of a threat to annex Canada, repeatedly by the US Ambassador Hoeskra, who is an even bigger asshole than Trump, if that were even possible.
No. It’s because of the annexation threats.
It was because of the bullying
I picked up a bag of grapes in the store on the weekend. Product of the USA, nope. We avoid USA products as much as possible. Sorry to the good Americans.
Nah, you’re fine. Most American farmers voted for Trump anyway.
And how many American farmers do u know? Not a one around me would dare vote against their own interests LOL.
To be fair, I only know about 3, but statistically speaking, rural areas in America tend to lean heavilly Republican.
I know a few, they don’t even belive in climate change. (More specifically, that we’re responsible and can do something about it.)
No need to apologize. The whole American farming industry needs a redo anyway.
Yeah but you (and the farmers) aren’t going to like the redo.
Massive agri-corps have been busily buying up agricultural land as the Tangerine Tyrant’s policies send farmers bankrupt. Gates and Ellison are two of those behind it.
Yeah it seems like something serious is happening, and I only learned about his behind the scenes actions in the last few years. I don’t trust Gates one bit with anti-trust lawsuits becoming part of the cost of business.
Granted this is encouraging me and my family to get back into gardening/farming and things like having chickens.
Agribusiness can get fucked. And farmers too. We need to decentralize ag like, yesterday
wine grapes are different varieties than eating grapes. Just like cider apples.
But USA does not need Canada! It’s just money! US doesn’t care about money!
Well, I think it was our tariffs that contributed to the Canadian tariffs and also contributed to anti-US sentiment, so it’s sort of truthy. heh
Trump implemented tarrifs the last time he was President as well, the difference being that he wasn’t (at least openly) doing it to try to annex our country. This time it is very much that, to the point that accepting the last trade deal would have made us a de facto protectorate of the United States.
But in 2016 the tariffs were gone by 2017 because of the damage to the US economy. The difference in 2026 is Trump DGAF about the US economy.
Warms your heart to see
I used to accidentally buy some California wine every now and then when not paying attention and grabbing a selection, it was never that good.
Since trump 2.0 now i check everything to make sure it’s not American. This isn’t really surprising news
Same! Since about the beginning of the year I always get European wines and Irish whiskey.
I recently bought a Cali red on sale, to cook. It’s not fit for it.
California produces some of the best wines in the world. California also produces some of the worst wines in the world.
Both things can be true. California is a big place.
but Mondavi succeeded in making all wines taste the same.
It used to be good like 20 years ago I think
I bet it helps a lot alienation an entire market to the north.
Grapes are almost $9 a pound. These motherfuckers are out of their mind. A bag of grapes is $15 fucking dollars
Table grapes and wine grapes are not the same thing.
They are the same in the fact that both have been priced to unafordbility.
My wife is doing her part to keep that demand up.
Well, the usual "free market"bullshit would dictate that the price drops until it finds enough demand again. But thanks to whatever bull shit system we currently have the price stays the same and they just write off everything that doesn’t sell and they throw it away.
We’re in the MBA Free Market now, where prices never go down ever.
A lot of the regions in California have become stupid expensive, like Napa and Sonoma. Anything decent out of Napa is in the $30-$50 range. The average bottle price is somewhere around $75.
And the entry-level stuff from Europe is better than the entry-level stuff from California. If I had to choose between a $15 Cabernet from California and a $15 Bordeaux, I’m choosing the Bordeaux. You’ll also get a better price/quality ratio out of South America. Chile and Argentina make some good wines.
And the smell of rot fills the country.
Steinbeck 1939
Wait until “it” happens and wine sales will go through the roof!
You Jinxed us! Don’t you know any time anyone ever mentions “it”, nothing ever happens??
Canada’s also not buying as much California wine due to Trump’s trade war and general insulting manner.
Seems like a good time to start making a fuck tun (~million butt loads) of brandy and dump excess inventory into that.
https://en.wikipedia.org/wiki/Butt_(unit)
1 Million Wine Butts = 126,000,000 US gallons / 105,000,000 Imperial gallons
Extra fun math problem. 1 liter of Brandy often requires 2 to 3 liters of wine. How much wine is needed to make 1 fuck tun of brandy?
Given 1 fuck tun ≈ 1,000,000 wine butts.
1,000,000 wine butts = 126,000,000 US gallons = about 477,000,000 liters of brandy.
If 1 liter of brandy requires 2-3 liters of wine, then:
477,000,000 × 2 = 954,000,000 liters of wine 477,000,000 × 3 = 1,431,000,000 liters of wine
So, to make 1 fuck tun of brandy, you need roughly 954 million to 1.43 billion liters of wine.
That is about 382-572 Olympic swimming pools of wine. Or, more scientifically, about one fucking billion liters of wine.
2 to 3 fuck tuns[sic]
You are allowed to grow cannabis and hemp instead. it grows right out of the dirt! It’s crazy
Also, please be advised that you can grow a large variety of fruits and vegetables. CHECK IT OUT
Third-generation grower Bill Berryhill said it means another year of losing money and wasting hundreds of tons of healthy grapes.
Learn to code, Bill.
… oh wait
I actually don’t think weed would grow well there. Wine grapes are usually grown in hotter drier regions. Weeds better grown more on the far northern parts of California in Humboldt where it’s more of a PNW climate.
Wine grapes are usually grown in hotter drier regions.
Allow me to introduce you to the world’s leading cannabis exporter, Morocco
I actually like wine, and weed fucks with my heart rate.
I prefer mead, Soju, or sake in that ABV range
Soju is incredible.
Tej!
Seems pretty obvious to me to convert it to food. World needs calories.
The world does not have a shortage of calories. The world has a shortage of getting food to the people who need it, but so so so much food is thrown away. Wine grapes would be incredibly low on the list to try and save. What would help far more is stepping in to help cut down on food waste and increase processes to get food from where it is to the people that do need it.
And fix wealth inequality.
Might have been more true in the past but with wars and droughts and crazy weather, well you can see the effect on food prices.
Except we still have a huge surplus of calories. It would take a LOT more destruction of farms and bad weather for us to actually have a calorie deficit. Wars destroy logistics more than anything else, and logistics are what is needed to get food to hungry people.
https://globalcommunityweekly.substack.com/p/wont-be-short-lived-jpmorgan-warns
https://www.jpmorgan.com/insights/sustainability/climate/food-security-under-pressure
These articles are everywhere. Don’t use the past when when thinking about future conditions.
Food prices are not rising out of scarcity of food.
Every single famine or other food shortage that happens these days is a policy choice. We don’t have to sacrifice to Ceres anymore to ensure a good harvest.
We’ve had mechanized agriculture and on-demand global trade for over a century now.
Even with climate change, food is expensive right now because of things like the War in Ukraine (produces about 20% of the world’s grain and 30% of the world’s sunflower oil) making it difficult to distribute the food that people are still growing in Ukraine.
See my links in other comments.
If they’re lucky, growers can sell their uncontracted grapes at a loss to buyers making concentrated syrup.
Part of the problem being ridiculous contracts that prevent the grapes from being sold or given away even if the person who contracted them decides they don’t want the grapes
Not that knowledgable but I think wine grapes don’t make good food. What I meant is that you convert the land to grow something else.
Or rewilded solar farms. That requires not trying to make enough money to drown the sun from the sky though
Agriculture land in california is pretty damn productive. Solar can go in deserts.
Only because I did the math a while back - dedicating around 10% of the land we grow corn on for ethanol - converting that to solar - would give us enough energy to supply 100% of US can transporation energy needs (i.e. if everyone converted to electric cars). We’d have 90% of that corn-grown-for-ethanol land freed up to do whatever, and not impact any land used to grow food we (or animals) eat.
That said, using desert for solar also makes tons of sense.
Not that I know much about it, but you don’t grow corn in the most productive areas. You grow that in hardier areas. California is the best for fruit and vegetables.
Another reason not to use our best ag land for solar. :)
Solar and crops can co exist, some crops thrive in indirect light and use less water.
Very little corn grown in the US is actually edible. It’s mostly used for oils and sugars.
The irony is, a lot of agricultural land in California is quasi desert (central valley). They irrigate.
It can’t. The us doesn’t have barren deserts, and running power out to them isn’t cost efficient. The disruption to wildlife is pretty severe too.
Just put solar on existing structures in the cities. There’s plenty of sun to go around and existing power infrastructure.
