America’s wine industry is currently facing significant challenges as both millennials and aging baby boomers are decreasing their alcohol consumption. This shift has led to more than $1 billion in lost wine revenue last year and a production drop of roughly 6 million cases.

In California, the crisis is particularly acute, with numerous majors and family-owned wineries closing their doors. Reports highlight that Jackson Family Wines has stopped production at its Carneros Hill facility, resulting in the layoff of 13 workers. Similarly, E&J Gallo has shut its Ranch Winery in St. Helena, affecting around 100 jobs in Napa and Sonoma counties. Additionally, Mission Bell Winery is set to close by the end of March, which will result in over 200 employee layoffs.

The downturn affects the entire industry, with weaker wineries reporting sales declines of about 10% in 2025. Conversely, the stronger wineries are still managing to grow their sales. As of 2025, California’s vineyard area is estimated to be at 477,475 acres, a decline from previous years, with around 20% of the state’s wine grape production left unharvested.

Experts attribute these declining numbers to changing consumer habits. Older generations who have traditionally bought wine are aging out of the market without being replaced at the same rate by younger drinkers. A notable decrease in alcohol consumption within the critical mid-20s to late-30s demographic has been identified. Many younger consumers prioritize health and wellness over drinking, often opting for fewer drinks or dining out less frequently.

A Gallup poll indicates that only 54% of U.S. adults currently drink alcohol, which is the lowest figure recorded in decades. This trend is influenced by various factors, including health concerns and a lifestyle shift that sees fewer courses ordered when dining out.

Recent research suggests that medications like GLP-1, associated with weight loss and reduced cravings, may also play a role in the ongoing changes in alcohol consumption, although more studies are needed to understand their broader impact fully.

Moreover, the wine industry’s post-pandemic corrections have also contributed to the decline, as wine sales, which surged during COVID-19 lockdowns, have dipped again, resulting in excess inventory.

To counteract these challenges, wineries are increasingly focusing on direct-to-consumer sales and enhancing tasting-room experiences to sustain their businesses. The long-term survival of these wineries may depend on their ability to adapt swiftly to shifting consumer preferences.

In light of these changes, some industry leaders remain optimistic, believing that while current trends are concerning, the market may eventually rebound as consumer behaviors evolve.

Snoop Dogg has unveiled a limited-edition wine called "2 of Amerikaz Most Wanted," inspired by his iconic collaboration with Tupac Shakur from 1996. This release marks 30 years since the debut of the song and serves as a tribute to Tupac’s lasting legacy.

Part of Snoop’s Cali by Snoop wine line, this bottle honors their friendship and the cultural significance of their collaboration. The wine is accompanied by a tribute film featuring Snoop reflecting on his memories with Tupac, including a poignant moment where he pours out a little wine in Tupac’s memory, a gesture symbolizing remembrance.

The wine’s name pays homage to their notable track, which was part of Tupac’s celebrated album All Eyez on Me. Snoop expressed that the release is a fitting way to celebrate their joint impact on the music scene and acknowledges the incredible partnership they shared. He remarked, "It’s hard to believe it’s been 30 years since Pac and I got together to make ‘2 of Amerikaz Most Wanted.’ Nobody did it like us, and I can’t think of a better way to honor his legacy than with a drink."

The wine bottle’s design reflects an important moment in their career, with imagery from their appearance at the 1996 MTV Video Music Awards and a heartfelt tribute from Snoop to Tupac. Both artists were under Death Row Records during a transformative period for West Coast hip-hop, and this collaboration is a defining moment in their histories.

Developed in partnership with Treasury Wine Estates, the wine is crafted to celebrate the cultural imprint of both artists. The limited-edition red blend is primarily made from Petite Sirah, boasting tasting notes of toasty oak, dark fruit, toffee, and spice. Winemaker Michael Garrison describes it as well-structured, featuring integrated tannins with a long finish.

Offered at a suggested retail price of $14.99, the wine is available nationwide at major retailers, including Kroger, Total Wine & More, and through delivery services like Instacart and DoorDash.

For fans of Snoop Dogg and Tupac, this wine represents a special tribute, capturing a nostalgic moment in their careers that continues to resonate today, celebrating friendship and shared memories through music.

At just 23 years old, Darriene Marks stands out in the wine industry, which faces challenges in appealing to Generation Z. Raised in Hawaii, wine was not part of her upbringing, yet her interest flourished after her first job as a server at the Four Seasons Resort Hualalai. Inspired by the sommelier’s passion, Marks sought to understand wine deeply.

Her journey continued with a visit to the Napa Valley Wine Academy for the WSET Level 3 exam, which ignited her passion further. Now, as the lead hospitality ambassador at Merriam Vineyards in Healdsburg, she’s pursuing the WSET Level 4 Diploma, aspiring to work in wine production. Marks acknowledges that many her age view wine as an “old person’s drink” and emphasizes the need for education about the wine world.

Statistics reveal that only 14% of wine consumers belong to Generation Z—half of whom are under legal drinking age. Many young people are shifting towards convenient alcoholic drinks like hard seltzers and canned cocktails. Whereas earlier expectations suggested a decline in alcohol consumption among Gen Z due to health concerns, recent data indicate that the number of Gen Z adults reporting alcohol consumption jumped significantly from 46% to 70% within two years.

Tess Housholder, a Gen Z sommelier at Folia Bar & Kitchen, also sees a gap in understanding wine’s diversity among her peers. Although budget constraints influence purchasing decisions, Housholder believes that educating her generation on wine’s varied offerings could cultivate a stronger interest.

Meanwhile, Addie Dearden, who grew up in Napa Valley and now manages her father’s winery, has transitioned her love for science into a wine career. She recognizes that the wine industry has made strides toward being more inclusive and approachable for younger audiences but notes that more needs to be done to demystify it.

As these young professionals seek to change the perception of wine among their peers, they strive to emphasize that enjoying wine should be about connection and pleasure without intimidation.

When it comes to pairing wine with pizza, there’s a notable consensus among experts: sparkling wine is the ultimate companion for this beloved dish.

Pizza is undoubtedly a favorite worldwide, whether enjoyed as delivery, crafted in an artisan pizzeria, made at home, or even from a freezer. The delicious combination of crust and toppings is hard to beat. To enhance the experience, I consulted a variety of wine professionals including sommeliers and chefs about their ideal wine pairings, and they all gravitated towards one category: sparkling.

Why Sparkling Wine?

Tim Bodell, an executive chef at Rustic at Francis Ford Coppola Winery, emphasizes sparkling wine’s versatility. He notes that its fruitiness and slight sweetness perfectly balance the acidity and sweetness found in tomato sauce, which can conflict with many other wines. Additionally, chef Pablo Ranea explains that the effervescence of bubbly helps cut through the richness of cheese and refreshes the palate with each bite.

Top Sparkling Recommendations

The experts consistently favor Italian or Italian-style sparkling wines when it comes to pizza. Some standout selections include:

• Lambrusco: A red sparkling wine from the Emilia-Romagna region, praised by both Ranea and wine expert Wanda Mann. Its acidity and fruit character complement bold toppings like pepperoni or truffle oil mushrooms.

• Prosecco: With its lively bubbles, Prosecco is another favorite. Mann encourages its use, noting that its lightness pairs well with hearty slices. She also recommends trying rosé Prosecco for its red fruit flavors that enhance both tomato-based and white pizzas.

• Franciacorta: This Italian bubbly, made similarly to Champagne, is Bodell’s choice for Margherita or cheese pizzas due to its refreshing qualities.

• Sparkling Rosé: Belinda Chang, a celebrated sommelier, suggests sparkling rosé for pizzas with meats or briny toppings, balancing the bitter elements with its fruit flavors.

For those who might not prefer bubbly, several alternative wine pairings come highly recommended:

• Trivento’s White Malbec: An Argentinian wine that offers freshness and acidity, ideal for pizzas topped with fresh tomatoes and basil.

• Côtes du Rhône: A lighter French red that pairs well with pizza featuring more robust ingredients like gamey sausage.

For a delightful pizza night, the choice of sparkling wine stands out as the top recommendation from experts, showcasing a perfect blend of flavors that elevate the dining experience.