Wine’s Chance for Change
The “Blue Wave” election of November 3 creates a unique opportunity to advance wine’s future—as soon as 2028.
“Bluenami” (for Blue Tsunami) is the shorthand that pundits are using to describe the magnitude of the political shift from Red to Blue across the country, including in historically Republican states like Iowa, South Carolina, and (wait for it) Texas! In both the House and Senate, Democrats will soon have significant majorities—with legislators from major wine states in leadership positions.
Now is the Time
There are reasons why 2028 is the key year.
The 2027 legislative year is not an option because the new leadership already has a packed agenda of high-impact societal and security legislation, and perhaps some Congressional investigations of corruption.
Also, the wine industry must first come together to define what I call the “Yes” agenda—what changes in law we want—so by mid-2027 we can begin selling it to legislative leadership, new members, and the Congressional Wine Caucus.
The reason 2028 is ideal is that Congress will then be open to new initiatives, especially those that boost jobs, wages and taxes. In addition, 2028 will be another election year (already!), and legislators (especially new ones) will be eager to tout what they have accomplished, particularly when it comes to helping small businesses in rural communities across the country.
Legislative Leadership
Wine is produced in all 50 states, which means that all 100 Senators have constituents with vineyards and wineries, as do an enormous number of House members. California, Washington, Oregon, Texas and New York are the top wine states, and will have legislators in key positions, including longtime supporters of the wine industry.
The new majority leaders, both from New York, are Representative Hakeem Jefferies and Senator Chuck Schumer, who has long been a strong supporter of our industry. Senators from Oregon and Washington have served as Chairs of key committees, and probably will again. Other committee assignments are likely to benefit the wine industry as well.
The House has hundreds of members who represent vineyards, wineries, suppliers and the communities they support. The bipartisan, bicameral Congressional Wine Caucus is a great resource for advancing wine industry priorities. We can actively thank the CWC by encouraging new legislators to become members.
Defining the “Yes” Agenda
As explained in a previous column, the “Yes” agenda will specifically define what we want—not what we oppose—and why legislators should care.
The key reason: Money. Growing our businesses and the industry overall will provide benefits to millions of employees, thousands of suppliers, local communities nationwide, and tax bases on local, state, and national levels.
In 2025, the wine industry generated $323 billion dollars for the U.S. economy, including 1.7 million jobs, $102 billion in wages, and $53 billion in taxes. That’s catnip for legislators. They can become heroes by helping an agriculturally based industry grow and increase all those categories. Detailed economic information nationally and by state is here in the economic impact study on WineAmerica website.
Defining the “Yes” agenda is the work of WineAmerica, Wine Institute, and others—hopefully by early next year so the process of educating legislators can proceed. Meanwhile, here are my brief thoughts:
Perception of Wine: Wine is fermented grape juice and, therefore, contains alcohol. We should not hide or avoid that fact. But wine is far more than that: a 6,000-year-old part of human culture, a natural farm product from 60 countries, an international art form, a liquid food, a global celebratory toast, a family bond, and the beverage which brings people together. Any preamble to legislation should provide that context.
Legal Principles: Wine needs to be regulated, and the Tax and Trade Bureau does so very competently. However, beyond the assurance of public safety and economic fairness, laws and regulations should allow and encourage the free, efficient and responsible production and marketing of wine.
Promotional Resources: Wine is of few agricultural products subject to federal excise taxes, which in 2025 totaled $1.13 billion. In order to grow the wine industry, a small portion of those taxes could be set aside annually for a competitive grant program. As context, just 5% of the 2025 federal excise taxes would generate a $56.556,985 promotion fund. As the industry grows, so do excise taxes and promotional funds—a classic virtuous cycle.
Research Resources: The same principle should be applied to ensure adequate long-term research pertaining to viticulture, enology, and environmentally focused initiatives..
These excise tax related funding resources should be in addition to those already available through various Farm Bill programs. In addition, the wine industry should be clearly eligible to request USDA-administered, industry-funded programs like those for avocados, eggs, milk and other commodities. However, that would clearly require an unprecedented level of industry unity.
These are just a few ideas, and I welcome any others. The point is to start talking, since we now have an unprecedented opportunity as a wine community to come together and change our world.
That’s what happened in New York State in 1984, and the benefits are still flowing today—over 40 years later.
It’s now or (maybe) never. Why not now?
Cheers!
Jim Trezise has been involved with the wine industry for over four decades on state, national and international levels as creator and/or president of several associations including the New York Wine & Grape Foundation, the International Riesling, and WineAmerica. He has received numerous awards for his many contributions, speaks at conferences, judges in wine competitions, and lives in New York’s fabulous Finger Lakes wine region.
