Customers Aren’t to Blame for Wine’s Decline

Let’s get one thing straight: customers aren’t to blame for wine’s decline. They didn’t decide one day to abandon wine and embrace RTDs, craft cocktails, or non-alcoholic beverages out of nowhere. They moved on because the wine industry gave them a reason to.

We need to stop pointing fingers at “younger generations” or “changing trends” and start looking at what we — the wine industry — are doing wrong. Because here’s the truth: what we’ve been doing isn’t working. But the good news is, we can change that.

How We Got Here

For years, the wine industry has relied on outdated strategies that alienate more people than they attract. Overly complicated wine lists, inaccessible language, and an obsession with prestige have turned wine into something intimidating rather than inviting.

Instead of leaning into what makes wine special — its stories, diversity, and connection to place — we’ve chased flashy marketing trends, inflated price points, and shallow scoring systems. We’ve prioritized luxury over accessibility, and in doing so, we’ve made wine feel exclusive and unapproachable.

Meanwhile, other segments of the beverage industry have done the opposite. RTDs offer convenience and transparency. Craft cocktails deliver creativity and bold flavors. Non-alcoholic options cater to health-conscious and sober-curious consumers. These industries meet people where they are. Wine has been asking people to come to it, on its terms, and people are tired of playing along.

It’s Not Too Late

The decline of wine isn’t inevitable. We have the opportunity to turn things around, but it starts with acknowledging that what we’ve been doing needs to change.

Here’s what we need to focus on:

Make Wine Approachable
Customers don’t need to know what malolactic fermentation is, and they don’t want to feel judged for asking questions. We need to strip away the pretentiousness and focus on making wine fun, accessible, and inclusive.

Celebrate Diversity
The world of wine is vast and exciting, but we keep serving up the same old options. Customers don’t want another bland Cabernet. They want to explore new regions, varietals, and styles. Give them that sense of discovery.

Train the Front Line
Your staff — servers, sommeliers, retail workers — are the ones connecting directly with customers. If they’re not confident, knowledgeable, and approachable, the whole experience falls flat. Invest in training that equips them to guide guests and share the stories behind the wine.

Offer Real Value
Customers don’t want to feel ripped off. If they’re spending $20 on a glass of wine, it better be worth it. Stop inflating prices and focus on delivering wines that feel special at every price point.

The Power of Action

What we’ve been doing isn’t working, but that doesn’t mean it’s over. We can reignite excitement about wine by focusing on connection, storytelling, and authenticity. Customers aren’t the problem. They’re the opportunity.

When we take responsibility for the way we present wine, we can rebuild trust, spark curiosity, and make wine relevant again. Let’s stop blaming the people we’re supposed to serve and start giving them a reason to fall in love with wine all over again.