Figures from the latest Silicon Valley Bank report show that the trend is continuing: wine consumers in the US are getting older, and younger wine drinkers are in short supply.
According to Rob McMillan (SVB), bottle prices in the direct-to-consumer (D2C) sector are being kept high by very high shipping costs. Average spending per bottle of wine has recently increased in almost all age groups – only the 21 to 29-year-olds saw a decrease.
The share of sales from younger age groups has fallen sharply in recent years. While the 30 to 39-year-old group accounted for 17% of all wine spending in 2020, it was no more than 9% in 2024. The 21 to 29-year-old group was responsible for almost 6% of wine spending in 2016; now, together with the over-90s, they barely exceed 1% of sales.
Source: Silicon Valley Bank 2025 State of the US Wine Industry, Customer Vineyard, Sovos - ShipCompliant
