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BMO：2026年美国葡萄酒市场报告（英文版）（40页）.pdf

上传人： 小*** 编号：1268771 2026-06-17 40页 11.18MB

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1、 BMO Wine Market Report2026Wine Industry PartnershipBMO WINE&SPIRITS GROUPBAKER TILLY BW166 AND GOMBERG,FREDRIKSON&ASSOCIATES WINEBUSINESS ANALYTICSAmong U.S.wineries,71%expect the market to have bounced back within three years and 38%are confident it could take less time.2026 BMO WINE MARKET REPORT

2、1PrefaceThe third edition of this annual report finds global trade strained even further than it was at this time last year.While refunds are expected from tariffs enacted by the U.S.government,the impact on trade in North America and the rest of the world was immediate and will have repercussions t

3、hat will be felt for decades.The trade disputes of last year have been followed by new fighting between old enemies in the crossroads of global trade.While a fragile ceasefire was in place as this report was being produced,the conflicts in the Middle East have already led to stunning increases in fu

4、el prices that have further eroded consumer confidence.Economic anxiety was a key factor in the 2024 U.S.election,and American consumers remain wary and are growing more anxious as companies shed workers because of flat earnings and efficiencies realized through artificial intelligence.During the la

5、st economic crisis the Great Recession,which ended nearly 20 years ago Americans generally shifted to more affordable wines but their total consumption remained the same.That was followed by a steady shift to more expensive wine as the economy recovered and this premiumization trend persisted until

6、2019.The next year saw a global pandemic and the historic disruptions have continued since.These disruptions have come as American wine consumption has declined even as spending has increased.An acrimonious trade dispute between Canada and the U.S.saw the single most valuable export market for Ameri

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1. **市场现状**：2025年美国葡萄酒消费量降至362百万9L箱（较2018年降12%），但消费额增至1150亿美元（较2018年增400亿以上），呈现“量减价增”趋势。 2. **需求挑战**：71%酒庄预计市场三年内复苏，但核心消费群体萎缩——婴儿潮饮酒者占比从2016年74.1%降至2025年65.4%，高频饮酒者从3700万降至2400万。 3. **结构性变化**：酒庄数量十年增50%至1.11万家，但2025年减少3%；加州葡萄产量降至260万吨（近25年最低），过剩库存压力凸显。 4. **渠道与产品**：直接消费（DTC） shipments 降15%，但高端酒（均价超$50）占比升至70%；风味酒增12%至3500万箱，起泡酒降3%。 5. **未来方向**：38%千禧一代（29-44岁）增饮葡萄酒，但需解决年轻群体“价格高”“认知复杂”等痛点，行业需创新营销与产品结构。
**酒市未来如何？** **年轻人为何少喝酒？** **葡萄酒还值得投资吗？**
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