Beer, Wine, and Liquor Stores NAICS 445320

Jan 8, 2026 - Rising European Wine Prices

• The price of a bottle of European wine is expected to rise as much as 15% to 30% in 2026 due to a 15% tariff on European Union goods that the Trump administration announced last summer, The Wall Street Journal reported in December. Moreover, the rise of the euro against the dollar is making imports more expensive. Wine retailers and importers stocked up ahead of the pending price jump. However, once stocks are depleted, wine retailers that avoided passing on their higher costs to avoid alienating customers eventually will have to raise prices or see profits shrink. Rising prices for wine amid declining consumption puts sellers in a tough spot. Wines priced at under $20 will see the biggest percentage difference, according to WSJ. European wines account for about 17% of total US wine volume, according to data from the Wine & Spirits Wholesalers of America’s SipSource.
• New data from drinks data provider IWSR shows that while Americans say they are drinking less, actual consumption has only slightly declined, with weekly averages hovering around 10 to 12 drinks per adult since the 1970s. Still, broader trends, such as fewer adults identifying as drinkers (down to 54% to the lowest in decades) and growing health concerns, signal a slow but steady cultural shift. For liquor stores, this means flat or slightly declining alcohol demand, particularly among younger consumers who are increasingly turning to non-alcoholic alternatives. Wholesalers and retailers may see reduced foot traffic and smaller basket sizes, especially in beer and spirits categories. At the same time, the rise of alcohol-free products presents an opportunity for stores that diversify into non-alcoholic beverages to offset losses. Overall, retailers face a gradual erosion of traditional sales, requiring adaptation to evolving consumer preferences.

• Michelob Ultra is now the top-selling beer in the US, overtaking Modelo Especial, CNBC reports. The light lager claimed the title of the best-selling beer in retail channels in the 52 weeks ended Sept. 14, parent company Anheuser-Busch announced citing data from consumer research firm Circana. The beer was also the top seller in bars and restaurants, according to Nielsen IQ data for the 52 weeks ended July 12. Michelob Ultra’s ascent returns an Anheuser-Busch beer to the top spot. In 2023, the company’s Bud Light brand lost the title to Modelo amid a consumer backlash against the brand and growing cultural cachet for Modelo. Previously, Bud Light had held the title as the US’s top-selling beer for more than two decades. Modelo brewer Constellation Brands recently reported weaker demand from Hispanic consumers, a key segment of its customer base, per CNBC.
• Producer prices for beer, wine, and liquor retailers climbed 7.9% in September compared to a year ago after posting a flat previous September-versus-September annual comparison, according to the latest US Bureau of Labor Statistics data. The retail price of alcoholic beverages for home consumption rose 0.3% year over year in September and 0.1% versus August, according to the Labor Department's September 2025 Consumer Price Index report. Retail prices of beer and spirits rose, while wine prices fell compared to September 2024. Employment by beer, wine, and liquor stores was flat YoY in August, while the average industry wage rose 4.7% over the same period to $19.65 per hour, easing a bit from its record high in July, BLS data show.