Posted by Solubrae
on August 24, 2026
Quick Answer: The Press Democrat reported that new Wine Market Council research points to a relevance problem for wine among younger drinkers, while Outlook Traveller reported that sparkling tea is gaining attention as a non-alcoholic table drink. Just Drinks separately reported fresh pressure on U.S. wine imports.
| Source | What it reported | Date |
|---|---|---|
| The Press Democrat | The Press Democrat reported that Material presented Wine Market Council research showing many younger drinkers do not see how wine fits everyday life. | 2026-08-24 |
| Outlook Traveller | Outlook Traveller reported that sparkling tea is being positioned as a non-alcoholic drink with acidity, texture and food-pairing use. | 2026-08-23 |
| Just Drinks | Just Drinks reported that U.S. wine imports declined in the first half of 2026. | 2026-08-24 |
What did The Press Democrat report about younger wine drinkers?
The Press Democrat reported that Material presented the second phase of a Wine Market Council study and said wine may be losing younger drinkers because many consumers do not see where wine fits into everyday life. The Press Democrat attributed the presentation to Material leaders Machias Turner and Caroline Hisey during a webinar hosted by Wine Market Council.
The Press Democrat reported that Material surveyed 900 U.S. alcohol consumers across core wine drinkers, marginal drinkers and non-adopters. The Press Democrat said the research found that consumers generally described wine as welcoming and enjoyable, but still connected it with tradition, special occasions and older generations more than casual use.
How did fresh non-alcoholic beverage coverage compare?
Outlook Traveller reported that sparkling tea is gaining attention as a non-alcoholic summer drink. Outlook Traveller described the category as built around brewed tea and carbonation, and said restaurants use sparkling tea because its acidity and bubbles can refresh the palate during meals.
Outlook Traveller reported that sparkling tea is not trying to imitate Champagne, prosecco or Sauvignon Blanc. For wine shoppers comparing no-alcohol options, Solubrae's guide to what alcohol-removed wine is explains the category in evergreen detail.
What market pressure did Just Drinks report?
Just Drinks reported that U.S. wine imports fell in value and volume in the first half of 2026. Just Drinks also reported that the U.S. brought in 536.8 million litres of wine during the six months to June, with a total value of 2.43 billion euros, or 2.83 billion dollars.
Taken together, The Press Democrat, Outlook Traveller and Just Drinks point to a wine market where simple cues, flexible serving ideas and credible non-alcoholic options are becoming more important than old rules around how wine should be served.
