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submitted 10 hours ago by MicroWave@lemmy.world to c/news@lemmy.world

Many California growers can’t find buyers as the industry produces more wine grapes than the market wants. Wine consumption is declining globally as people drink less.

It’s harvest time in California wine country, but many growers are struggling to sell their grapes as changing drinking habits have caused demand to plunge. The decline is forcing some growers to tear out vineyards that their families have grown for generations.

Wine sales have decreased by more than 20% over a five-year period, causing prices paid for grapes to drop and prompting California growers to take roughly a quarter of the state’s vineyards out of production. Many growers are having to decide whether to harvest at a loss, leave grapes on the vine or replace vineyards with crops more in demand such as almonds, walnuts, pistachios and olives.

Third-generation grower Bill Berryhill said it means another year of losing money and wasting hundreds of tons of healthy grapes.

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[-] rockSlayer@lemmy.blahaj.zone 112 points 9 hours ago* (last edited 9 hours ago)

You'd think this would mean wine would get cheaper or something, but actually it means that several thousands of bushels of grapes are going to rot, because capitalism demands profit over common sense

[-] frostedtrailblazer@lemmy.zip 13 points 6 hours ago

Wine is a luxury good, it could damage brand perceptions if they significantly markdown prices. They should bottle and sell it under a different label imo but who knows

[-] myyass@lemmy.world 9 points 5 hours ago

What is this? Civilization? JK

Something tells me that younger generations simply don't give a shit, it maybe have been a luxury for older generations.

I'll be honest in high school or college we all would buy the cheapest shit. (millennial). As in the two gallon jugs on the bottom of the shelf. Oh boy the hangovers were intense. And maybe I can't really tell much of a difference, but I remember I had a seven course paired with wine. All I could think was, yep tastes like wine and sloshed it down and ate the food.

[-] frostedtrailblazer@lemmy.zip 2 points 2 hours ago

It’s still luxurious, but younger generations don’t give a shit about it. People are drinking less in general and everything’s overpriced. Like why shell out for wine specifically when there’s so much other alcohol choices that are also cheaper now?

Alcohol, to me, feels like a rare treat kind of choice now for anything pricey, instead of a ‘treat yourself it’s the weekend’ choice.

Cheap wine was my gateway to nicer wines down the line. But I rarely drink or have an excuse to open wines, so I’m no longer the target market for all these nice wines.

[-] nullify3112@lemmy.world 7 points 6 hours ago

Yeah they could trick the consumer in selling under a decoy name like… wait a minute

[-] seat6@lemmy.zip 28 points 8 hours ago

Yeah; I thought a 20% decrease in sales would lead to a decrease in cost.

[-] 13igtyme@startrek.website 39 points 7 hours ago

When demand goes up, the price goes up.

When demand goes down, the price goes up.

[-] mycodesucks@lemmy.world 8 points 5 hours ago* (last edited 5 hours ago)

Yeah. The thing about the economy is only the supply side is allowed to win.

You paying the offered price is fair market price setting.

You getting a good deal is THEFT from the hard working business owners.

[-] Quokka@quokk.au 5 points 6 hours ago

I used to be able to buy 4L of cask wine for like $3AUD back in the 00s. Bring back the good times (and my youth)!

[-] baines@lemmy.cafe 4 points 6 hours ago

im still not buying any

businesses: shockedPikachuFace.jpg

this post was submitted on 28 Sep 2026
190 points (98.5% liked)

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