Wine imports: A selective buying environment

During January–June 2026, U.S. wine imports in DISCUS’s customs-based report totaled approximately $2.78 billion, down 20%, with volume down 17% to 514.8 million liters.

Within that total, still table wine imports reached $1.79 billion, down 21%. These figures measure imports entering the country, rather than purchases by consumers.

For winemakers: Our suggested approach is to introduce a focused selection of wines with clear landed costs, tasting notes, food pairings, and realistic account targets. Track reorders before increasing shipments.