In a departure from trends since 2020, wine consumption in the United States is dwindling, while the popularity of wine cocktails is surging. In the world’s largest wine market, the industry is capitalizing on its adaptability to weather a consumption downturn (-7.3% in the initial half of 2023) and regain prominence, driven notably by the escalating demand for ready-to-drink cocktails, especially in the on-premises sector.

According to the observatory of Italy’s Unione Italiana Vini (UIV), wine cocktails in the pre-mixed category are the sole positive beacon amid wine statistics for H1 2023. The year-over-year growth stands at over +3%, with spikes of +7% observed in on-premises establishments, particularly in bars and similar venues, where double-digit upswings have been recorded.