Wine & Spirits Trends and the Wholesale Distributor Landscape
Adjusting to Shifting Wine & Spirits Trends
The U.S. wine & spirits trends finds itself at an inflection point in 2025. Through the first half of the year, both categories have faced headwinds: spirits volumes are down around -6% while wine has slipped nearly -9%. Fragile consumer confidence, economic pressures, and tighter on-premise lists have added to the challenge.
Yet, not all is bleak. Within the broader slowdown, certain categories are breaking away from the pack and showing growth potential. For distributors, the opportunity lies in not just surviving these shifts—but leaning into them with smarter, more data-driven tools.
Wine
-9% YTD
Spirits
-6% YTD
RTD
+20% YTD
The Bright Spots: Tequila, Sparkling, and RTDs
While many categories and wine & spirits trends remain under pressure, premium Tequila and agave spirits are trending upward, delivering modest but positive growth in both volume and revenue. Sparkling wines, particularly Champagne, have also been resilient, proving their staying power as celebratory staples even in tougher economic conditions.
And then there’s the Ready-to-Drink (RTD) segment. Despite overall volume declines across the market, RTDs are one of the few clear growth engines. Spirits-based RTDs, in particular, have surged nearly +20%—driven by consumers who value convenience, portability, and flavor variety.
For distributors, these bright spots represent not just a silver lining, but a roadmap.
The Distributor Challenge
Spotting these opportunities is one thing. Acting on them is another. Distributors often juggle thousands of SKUs, multiple supplier priorities, and sales reps with limited time in front of buyers. In that environment, how do you make sure your teams are equipped to highlight the right products at the right time?
This is where many distributors get stuck. Even if a brand is hot, if it’s buried in a long order form or overlooked during a sales call, the momentum can be lost. Wine & spirits trends add in constant pressure to balance inventory levels, meet supplier expectations, and respond to fast-changing consumer tastes, and the complexity compounds. Reps may find themselves defaulting to familiar products instead of spotlighting the categories that are actually driving growth, leaving opportunities on the table and slowing overall revenue potential.
How Technology Bridges the Gap
Guide Reps with Smart Suggestions
Sales teams get visibility into which categories are trending and can align conversations with what buyers are most likely to stock and re-order.
Highlight Trending Items in Real Time
Create curated order guides that put categories like Tequila or RTDs front and center—so sales reps can showcase them during every buyer interaction.
Push Supplier Specials Seamlessly
With digital catalogs, you can promote seasonal deals, limited allocations, or fast-moving items without relying on static paper sheets or last-minute emails.
Keep Customers Ahead of Consumer Demand
Retailers and restaurants benefit too—by stocking the right mix of “what’s hot,” they’re better positioned to meet shifting consumer preferences and drive their own sales.
Portfolio
A Path Forward
Yes, 2025 has brought plenty of category headwinds. But the story isn’t all decline—it’s evolution. Consumers are making different choices, gravitating toward premium agave spirits, bubbly moments of celebration, and the convenience of ready-to-drinks.
Distributors who adapt quickly—backed by tech that simplifies how these trends are surfaced and sold—will be best positioned to not only weather the slowdown but to grow in the right places.
At Ai2, our mission is simple: make it easier for distributors to sell smarter. By turning complex product catalogs into intuitive, data-driven order guides, we help you shine a light on the opportunities that matter most—so you can keep your teams focused, your customers satisfied, and your business moving forward.