A Deep Dive into the U.S. Wine Category
Cabernet Sauvignon, Chardonnay, and sparkling wines are top sellers as overall category sales decline
Compared to other wine-producing countries, the United States holds the largest share of total category sales on Drizly at 50 percent. Though domestic wine share held steady during the past year, it has declined from 52 percent share in 2019 and 2020.
NielsenIQ data also shows a dip in U.S. wine sales. In the 52 weeks ending June 18, 2022, off-premise dollar sales for domestic wines, including red, white, and sparkling styles, declined five percent to $13.5 billion.
Liz Paquette, the head of consumer insights at Drizly, attributes the decline to a recent bump in Champagne sales. “In 2021 and 2022 to date,” she says, “we have seen share growth toward imported wines compared to 2020.”
By tracking trends and examining Drizly data for domestic wine sales, retailers can bolster their online inventories to include top-selling products that consumers are seeking.
California Dominates Domestic Wine Share
As the nation’s largest wine-producing state, California accounts for the greatest share of domestic wine sales on Drizly. The state holds 91 percent of share, followed by Oregon and Washington at three percent each, and New York at one percent. California gained a percentage point over 2021, while Washington saw a slight decline.
“Drizly shoppers tend to over-index on wines from their home state,” says Paquette. “For example, in California, the state’s wines account for 96 percent of sales compared to 91 percent nationwide.” In Oregon, local wines hold 24 percent share of sales versus just three percent nationwide.
Domestic Red Outsells White
California’s Josh Cellars is a top seller on Drizly, ranked among the platform’s best-selling brands as well as the top 10 domestic SKUs. New on the list of top U.S. wine brands this year are The Prisoner and Caymus. Wines from these producers range from $25 to $200 per bottle, indicating that consumers are still willing to splurge on their favorite wine brands.
Drizly’s Top-Selling U.S. Wine Brands
- Josh Cellars
- Bota Box
- La Crema
- Black Box
- The Prisoner Wine Company
Red wines lead the domestic wine category on Drizly, holding 58 percent of sales share year-to-date. White wine is the next-largest sales category at 29 percent share, followed by Champagne/sparkling wine (six percent) and rosé (five percent).
At 53 percent and 26 percent, respectively, Cabernet Sauvignon and Pinot Noir are the leading varietal wines in this category. Compared to the previous year, Cabernet Sauvignon and Pinot Noir each gained one share point. Merlot, Zinfandel, and Syrah/Shiraz round out the top red five varietal wines sold on Drizly.
Drizly’s Top-Selling U.S. Red Wine SKUs
- Josh Cellars Cabernet Sauvignon
- Meiomi Pinot Noir
- Decoy Cabernet Sauvignon
- Caymus Napa Valley Cabernet Sauvignon
- La Crema Sonoma Coast Pinot Noir
- The Prisoner Red Blend
- 19 Crimes Cali Red Snoop Dogg
- JUSTIN Cabernet Sauvignon
- Apothic Red
- Bota Box Cabernet Sauvignon
Along with Cabernet Sauvignon and Pinot Noir, red blends such as Apothic Red are popular with Drizly shoppers.
Chardonnay and Sauvignon Blanc Lead U.S. Whites
Among domestic white wines sold on Drizly, Chardonnay and Sauvignon Blanc lead the category at 53 percent and 22 percent, respectively. Compared to the year prior, Chardonnay and Sauvignon Blanc each gained one percentage point in share. Pinot Grigio, Riesling, and Muscat/Moscato/Moscatel also sit within the top-selling white varietal wines on Drizly.
Drizly’s Top-Selling U.S. White Wine SKUs
- Josh Cellars Chardonnay
- Kendall-Jackson Vintner’s Reserve Chardonnay
- Bota Box Pinot Grigio
- La Crema Sonoma Coast Chardonnay
- Bota Box Sauvignon Blanc
- Barefoot Pinot Grigio
- Woodbridge by Robert Mondavi Chardonnay
- Butter Chardonnay
- Bota Box Chardonnay
- Josh Cellars Sauvignon Blanc
Reflective of its status as Drizly’s top-selling white varietal wine, Chardonnay holds six of the top 10 white wine SKU positions.
Despite the growth of imported Champagne sales in recent years, U.S. sparkling wine commands the largest share of the Champagne and sparkling wine category’s sales on Drizly. Domestic sparkling wine holds 44 percent share of sales — up from 42 percent the previous year — compared to 33 percent for Champagne.
Brands to Watch
Though California produces the majority of Drizly’s domestic top sellers, brands originating in other states are showing growth. Red Newt Cellars and Chateau Buffalo, both from New York State, as well as No. 33 from Oregon, are among the year’s 10 fastest-growing wine brands.
Drizly’s Fastest-Growing U.S. Wine Brands
- Voyager Point
- Red Newt Cellars
- Yosemite Road
- Serial Wines
- No. 33
- Truth & Valor
- Tooth & Nail
- Chateau Buffalo