California wine country is currently facing a difficult harvest season as shifting consumer habits cause demand to plummet, KQED reports. Growers across the state are struggling to sell their crops, leading many to remove vineyards that have been in their families for generations.
The numbers behind this shift are quite stark. Wine sales have dropped by more than 20% over the last five years, which has driven down the prices paid for grapes. In response, California farmers have taken roughly 25% of the state’s total vineyard acreage out of production. This represents a massive change for an industry that saw its sales peak during the pandemic in 2021, when people were spending more time at home.
