Wine in the US on-premise sector 2026
May 31, 2026 | WineMarkets.co | Report
Around 20% of wine by volume in the United States is sold through the on-premise sector. Wine in American restaurants is expensive: the usual markup for the least expensive mass-produced wines is around 300%, going down to 200% for mid-priced wines and further down to 100% for super-premium wines.
The US wine market is a strong Bandwagon market, where consumers tend to prefer popularity over rarity and social signaling over exploration. Wine consumption in public in the US apparently has a more pronounced performative dimension than in traditional wine-drinking countries or in cultures that exert less social pressure to “fit in”. What varieties, appellations and brands do Americans prefer when they eat out? The following report aggregates the data from 1.4 million placements across 28,000 restaurants in the US.
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