Ep. 2589 Beyond the Decline: how U.S. 21–39 year-olds really see wine | wine2wine Vinitaly Business Forum

Welcome to episode 2589 of the Italian Wine Podcast from wine2wine Vinitaly Business Forum 2025, Beyond the Decline: how U.S. 21–39 year-olds really see wine.

Speaker: John Gillespie, Moderator: Ryan Goydos

Sales of wine in the U.S. are trending downward. In 2023, U.S. wine sales fell by 36 million cases vs. the previous year. In 2024 another 15 million cases in sales were lost, bringing sales of wine in the U.S. to their lowest annual level since 2011. The session considered the results of a July 2025 survey of U.S. beverage alcohol consumers in ages 21-39 with the primary objective of detailing the current position of wine among the overall beverage alcohol usage and attitudes of the consumer segment that will drive the beverage alcohol market for the coming 20 years.

The Italian Wine Podcast is proud to be a media partner of wine2wine Vinitaly Business Forum and is pleased to present this series of conversations from Vinitaly.USA in Chicago. wine2wine Vinitaly Business Forum is an international wine business event, held annually since 2014. This year the Forum was held alongside Vinitaly.USA in Chicago, taking it outside of Verona for the first time.

Full details about this and all other wine2wine Vinitaly Business Forum sessions available online at: https://www.vinitaly.com/en/forum/wine2wine-vinitaly-business-forum/programme/.     

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