Washington wineries slump as consumer tastes shift and investors circle

Washington’s wine industry is at an inflection point. Sales have slumped, consumers’ tastes have shifted and outside investors are calling.

Wineries in Washington were flourishing in 2021, when they sold more than 13.54 million cases to customers, according to data from the Washington State Liquor and Cannabis Board. The sales have now withered, dropping by 18.2% to 11.1 million cases last year compared to 2021. That represents almost 30 million fewer bottles over a three-year span.

The downturn is not unique to Washington. The Wine & Spirits Wholesalers of America reported “traditional alcohol consumption occasions” are being replaced by alternatives amid a general shift in lifestyle choices. Nationwide, wine revenue was down 6.3% year over year in 2024.

“There’s a little bit of that anti-alcohol movement. Then we’re also seeing so many new products enter into the alcoholic beverage category – ready-to-drink cocktails, hard seltzers, there’s so many more options that consumer has,” Kristina Kelley, executive director of Washington State Wine Commission, told the Business Journal. “Particularly, as Gen Z comes into wine, they’re buying less.”

https://www.bizjournals.com/seattle/news/2025/08/04/winery-sales-washington-investors.html