The number of alcohol consumers has fallen to its lowest level in 90 years, contributing to declining wine sales and an estimated $67 million to $70 million economic loss in Houston, industry officials said.
Data from the Texas Restaurant Association and Silicon Valley Bank showed that the wine market declined by about $1.3 billion in 2025, while sales in Houston and Harris County dropped by approximately 3.4%.
Antonio Gianola, a manager at Houston Wine Merchant, said the store continues to receive weekly deliveries, but orders now reflect shifting consumer demand.
Joe Monastero, chief revenue officer of the Texas Restaurant Association, said younger consumers drive much of the decline. He said about 25% of Gen Z consumers report drinking alcohol, a rate significantly lower than that of Gen X and Millennials.
Monastero said the reduced demand has led to an oversupply of wine, particularly in lower-priced categories. He said the surplus has affected both small and large businesses in the industry.
Brandon Kerne of the Texas Wine School said demand remains for higher-end wines despite the overall decline. He said consumers continue to purchase premium bottles, often for long-term storage or special occasions.
Kerne said producers face challenges because they plan wine production years in advance, making it difficult to adjust quickly to changes in demand.
Industry officials said they continue to monitor consumption patterns as businesses adapt to shifting consumer behavior.