NAPA VALLEY, Calif., November 5, 2026 – During a downturn in overall U.S. wine sales, demand for higher-priced wines has proven more resilient than demand for lower- and mid-priced tiers. While representing a relatively small share of total wine volume, these wines are important to the industry in terms of revenue and because they are the primary offering for hundreds of small, family-owned wineries.
Understanding what motivates consumers to purchase higher-priced wines, and how those motivations are evolving, is increasingly important. What drives consumers to spend $50, $100, or more on a bottle of wine? How are their purchasing habits changing, and what opportunities exist for wineries and the broader wine industry to keep these consumers engaged?
To explore these questions, Wine Market Council (WMC) has partnered with Wine Opinions on the first phase of a new Luxury Wine Consumer Research Study, examining the attitudes, motivations, and purchasing behaviors of consumers who purchase wines priced at $50 and above.
“There’s a surprising amount we as an industry don’t know about the consumers who drive the market for higher-priced wines, in particular $50 and above. For example, are they just core wine consumers with a lot of money, or do they have a different relationship with wine appreciation? How has this group evolved in recent years, with Millennials moving into higher income brackets and Boomers cutting back on consumption? We hope to answer these and a number of other questions that will have an impact on how these wines are introduced and promoted in the evolving market,” said Christian Miller, Research Director for Wine Market Council.
A Closer Look at the Luxury Wine Consumer
Phase 1 combines consumer survey research with in-depth qualitative interviews. Drawing on Wine Opinions’ panel of consumers who purchase wines priced over $50 and $100, the study explores how consumers enter the higher-priced wine category, what motivates continued purchasing, and how their attitudes toward pricing, value, and consumption are evolving.
Key topics to be explored during the webinar include:
- The luxury wine consumer journey: What motivates consumers to purchase higher-priced wines, and what keeps them engaged?
- Pricing and perceptions of value: How consumers distinguish between everyday purchases, special-occasion splurges, and prices they consider unaffordable.
- Purchasing channels and behaviors: Where consumers discover, research, and purchase higher-priced wines, including retail, direct-to-consumer, and restaurant channels.
- The role of home wine collections: Whether consumers are building their cellars or drawing down existing inventories, and how this influences purchasing.
- Defining luxury: What “luxury” means to today’s wine consumers and how they perceive higher-priced wines.
- Future purchasing intentions: How changing consumption habits, the “less but better” mindset, and consumers who have reduced or stopped purchasing higher-priced wines may influence future demand.
Webinar Presenters
John Gillespie, CEO and Owner of Wine Opinions, will join Christian Miller, Research Director for Wine Market Council, to present the Phase 1 findings and discuss their implications for the wine industry.
Katie Griffits, Qualitative Research Director for Wine Opinions, will share insights from the in-depth consumer interviews, providing additional context around the motivations and attitudes influencing luxury wine purchases.
Webinar on Survey Results Scheduled for November 11th
The complete findings will be presented during an exclusive Wine Market Council member webinar on November 11, 2026.
For information on the webinar or Wine Market Council membership, visit www.winemarketcouncil.com or contact admin@winemarketcouncil.com.
About Wine Market Council
Wine Market Council is a nonprofit organization founded in 1996 and supported by members committed to advancing the U.S. wine market through research and education. Its mission is “to conduct forward-looking market research on U.S. wine consumer buying habits, attitudes, and trends.”
Membership provides access to cutting-edge research on U.S. wine consumers, exclusive webinars, newsletters, data resources, industry statistics, and complimentary registration to the annual Wine Market Council Research Conference.
Memberships begin at $400 annually, depending on organization size. Members include wineries, growers, distributors, importers, regional, national, and international trade associations, and affiliated businesses throughout the wine value chain.
For more information about Wine Market Council and its research programs, visit www.winemarketcouncil.com.
