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Small Harvest a Blessing for California Wine // Wine Export Update: All Eyes on Canada

October 9, 2026 - Wine Industry Insight

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“The 2026 vintage came early and light, but it doesn’t appear to have been light enough to help eliminate the excess inventory that’s keeping the wine market out of balance. As baby boomers continue to age, their consumption is decreasing rapidly, and Moramarco used Wine Market Council data to analyze consumption among wine’s most loyal fans. He said super-core consumers who drink wine more than once a week account for roughly 75% to 80% of all wine-drinking occasions, and their share of the total wine-drinking population has fallen to 31% from a high of around 37%.”

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