California Farmers Are Struggling to Sell Grapes as Demand for Wine Drops

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It’s harvest time in California wine country, but many growers are struggling to sell their grapes as changing drinking habits have caused demand to plunge. Workers operate farm machines at night to harvest wine grapes at Berryhill Family Vineyards in Clements, California on Sept. 10, 2026. (Terry Chea/AP Photo) “It’s just sickening,” said Berryhill, standing in a vineyard of unsold merlot grapes. “You raise a beautiful crop, and it’s really a nice vintage this year, and you drop it on the ground. Wine faces competition from craft beer, liquor and canned cocktails as well as cannabis. “I love growing grapes.

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