Winery Video Statistics

Key takeaways

1. In our November 11, 2026 read of YouTube’s 533 most-viewed ‘winery’, ‘vineyard tour’ and ‘wine tasting’ videos, wineries, vineyards and tasting rooms speaking as themselves drew 0.4% of on-topic views. Wine and drinks creators drew 31.3%, travel, food and lifestyle creators 26.8% and comedy and general creators 25.5%. (Mark Studios) See details
2. Most of the wineries’ small share was one television advert from a Chilean wine brand, 93.7% of the winery class’s views; the two U.S. winery channels in the sample had 241,797 views between them. (Mark Studios) See details
3. 24.4% of the on-topic videos ran 60 seconds or less, and they drew 52.5% of on-topic views. Titles about opening, decanting or pouring a bottle drew 44.7% of on-topic views. (Mark Studios) See details
4. BLS counted 5,778 private U.S. wineries with paid employees in 2025 (NAICS 312130, which includes the large wine companies), against 3,560 in 2014: up 62.3%. The 0.4% fall from 2024 was the first yearly drop in the series. (BLS) See details
5. TTB’s public list held 18,130 wine producer and blender permits on November 10, 2026. Florida had 214: 7 in Palm Beach County, 6 in Broward and 2 in Martin (our count by premises ZIP code). (TTB) See details
6. Florida had 87 private wineries with paid employees in 2025, or 0.37 per 100,000 residents, and its licence file listed 114 current Manufacturer of Wine licences on November 12, 2026. (BLS, Florida DBPR) See details
7. U.S. bonded wine premises reported making 558.7 million wine gallons of wine (558,686,431), including hard cider, in 2025: 14.6% less than in 2024 and 37.2% less than in 2017. (TTB) See details
8. In the 2022 Economic Census, 25.9% of U.S. winery establishments reported receipts from renting space for weddings and events, $172 million in all ($172,248 thousand), and 25.5% reported serving drinks on site. (Census) See details
9. Sovos ShipCompliant, which sells shipping-compliance software to wineries, reported that direct-to-consumer wine shipments fell by 967,000 cases in 2025 while the average price per bottle rose 11%, after a 2024 value of $3.94 billion. (Sovos ShipCompliant) See details
10. Direct sales were 54.4% of Willamette Valley Vineyards’ net sales in 2025, with 10,481 wine club memberships; at Crimson Wine Group direct sales were 41% of net sales, 57% of them through wine clubs. (SEC filings) See details
11. The U.S. “wine tourism” figure traces to WineAmerica’s modelled studies: $14.13 billion and 74 million visits in 2025. The “70% direct” line is a survey of wineries’ own sales mix, not a share of all wine sold. (WineAmerica) See details

What winery videos get the most views on YouTube?

Bottle openings by wine and food creators, not wineries. In our read of YouTube's most-viewed videos for 'winery', 'vineyard tour' and 'wine tasting', taken November 11, 2026, wine and drinks creators drew 31.3% of the on-topic views, travel, food and lifestyle creators 26.8% and comedy, facts and general creators 25.5%. Wineries, vineyards and tasting rooms speaking as themselves drew 0.4% from 7 videos, and one television advert from Casillero del Diablo, a Chilean wine brand of Concha y Toro, drew 93.7% of that; the other five winery channels' videos had 300,803 views between them (our calculation). This is a view-sorted global search snapshot, not a census: we took YouTube's 200 most-viewed results for each phrase through the YouTube Data API that day, 533 unique videos from 390 channels with 2.7 billion lifetime views (2,703,942,559). 405 of them were about wine, winemaking, wineries, vineyards or wine drinking, and they drew 43.9% of all views in the sample; the median one had 480,290 views (our calculation).

Views bunch at the top. Vegas Wine, a wine-tips channel of tableside bottle openings and decanting, drew 15.1% of the on-topic views with 11 videos, and one food creator's 60-second video of a bottle being opened at Eleven Madison Park drew 13.7% on its own. Vegas Wine and Wine Inspires together drew 25.5%, most of the wine creators' share. The three most-viewed channels drew 39.2% and the ten most-viewed 59.3% (our calculation). Of the winery channels, 2 belong to large wine companies (Casillero del Diablo and Sula Vineyards) and 4 are independent wineries.

How much of YouTube's "winery" and "vineyard tour" results is about wine?

Less than the words suggest. 26.7% of the unique videos YouTube returned for 'winery' on November 11, 2026 were not about wine, and they drew 62.6% of that list's views; songs and music videos alone drew 44.5%. 35.7% of the 'vineyard tour' results were off-topic too: 47 of them were about Martha's Vineyard, the Massachusetts island. The 'wine tasting' list was almost all wine: only 3.1% was off-topic (our calculation).

Where are the channels behind the most-viewed winery videos?

Mostly the United States, but not at the wineries. Channels placed in the United States drew 73.4% of the on-topic views in our November 11, 2026 sample, from 118 channels; channels that state no country drew 11.9%. Only 2 winery channels were U.S.-placed, Gervasi Vineyard in Canton, Ohio and Jordan Vineyard & Winery in Sonoma, and their sample videos had 241,797 views between them (our calculation). Of the on-topic channels, 1 names a Florida place: a travel couple who split their time between a Florida home and trips abroad, whose sample video is a day of tasting in Spain's Ribera del Duero. No winery in the sample is in Florida, and no channel names Palm Beach, Broward or Martin County. Two off-topic channels also name Florida, one of them a Miami worship band called New Wine.

How long are the most-viewed winery videos, and what are they about?

Short ones about opening a bottle draw the views. 24.4% of the on-topic videos in our November 11, 2026 sample ran 60 seconds or less, and they drew 52.5% of the on-topic views; the median short one had 829,808 views, against 407,129 for the median longer one. 30 on-topic titles named opening, decanting, pouring or ordering a bottle, and they drew 44.7% of the on-topic views (our calculation). Tastings are the most common title: 175 named a tasting, review, ranking or price test (23.4% of views). 113 named a tour, a visit or a stay (4.8%); 66 named a how-to, a guide or wine education (12.0%); 35 named winemaking, homemade wine or a behind-the-scenes look (17.8%); 24 named food, a pairing or cooking with wine (4.8%); and 8 named harvest, grape growing or vineyard work (0.2%). Of the 405 on-topic titles, 1 named a wedding or event, a McKinney, Texas wedding venue's virtual tour, and 0 named a wine club, a membership or a new release. 44.7% of the on-topic videos were published in 2024 or later; the oldest dates from 2010 (our calculation).

How often do U.S. wineries post on YouTube?

A few times a year, to small audiences. The 2 U.S.-placed winery channels in our sample uploaded 11 videos between them in the year to November 12, 2026, and the median upload had 139 views; 27.3% ran 60 seconds or less. This is a two-channel list, not a survey. Jordan Vineyard & Winery uploaded 4 videos in that year, though its channel held 425 public videos; the median Jordan upload of the year had 445 views. Gervasi Vineyard uploaded 7, mostly resort, dining and season promotions, with a median of 49 views. 36.4% of the two wineries' uploads of the year had a tasting or review title (our calculation).

Method and limits: YouTube Data API. The search and the view counts are a snapshot from November 11, 2026, taken by an earlier run of this study; we added the upload-status read and the year of winery uploads on November 12. Three search phrases, global (no region filter). We did not watch the videos; channel classes were set by hand from each channel's own text, and the uploader decides the class, so a winery's advert counts as the winery's. Wineries are split into independent and large from their own text and public ownership. Personal uploads by private people are published as counts only, 34 videos in all, with no title, channel, date or views; shares on this page include their views. Four further videos were dropped from the sample entirely because a title or description named, or might name, a minor in a drinking or winery context. Design-led house tours where a vineyard is only the setting count as off-topic; estate listings sold with working vineyards count as on-topic. YouTube's uploader label for altered or synthetic content was absent on every video in the sample, though one recipe channel says in its own description that its voiceovers are AI-generated and one factory-process channel says its thumbnails are. View counts are lifetime snapshots and include ad views. The data are in youtube-videos.csv, youtube-channels.csv and youtube-us-winery-channels.csv.

What do studies find about wine on social video?

Wine shows up on social video mostly through users, not wineries, and the studies are few. In a 2021 study of the 100 top Instagram posts tagged #winemom or #momjuice, the posts had drawn 94,671 likes and 5,108 comments (JMIR Pediatrics and Parenting, Basch et al.). Wine was the drink shown or discussed in 55 of the 66 posts that encouraged or displayed alcohol, 83.3% of them (our calculation), and only 6 posts discouraged drinking while just 4 carried a disclaimer (Basch et al.). The 37 posts that showed a mother struggling drew 52.3% of all the likes (Basch et al.). These are private people's posts, so we report them only as counts.

The "wine mom" idea reaches beyond Instagram. A 2024 survey of 233 American and 233 British mothers, recruited through an online panel, found the American mothers more familiar with wine-mom culture, and wine-mom behaviours went with drinking to cope (Substance Use & Misuse, Hill and Mazurek). The survey shows a correlation, not a cause.

On YouTube, wine is a smaller part of alcohol video than beer or liquor. A 2015 University of Pittsburgh study of the 70 most relevant and popular YouTube videos about getting drunk found liquor shown most often, then beer, then wine or champagne (Alcoholism: Clinical and Experimental Research, Primack et al.). The 70 videos had 333,246,875 combined views, and 44% contained a brand reference (Primack et al.). Studies of alcohol brand channels, TikTok and influencers, most of them about beer and spirits, are on our brewery video statistics page.

What do studies of wineries and tasting-room visitors find?

People in the tasting room matter more than the view. A 2023 Charles Sturt University study built on 136 cellar-door (tasting-room) surveys in Australia found the human element was the most remembered and valued part of a visit, and it shaped purchases and word of mouth more than the scenery (Food Research International, d'Ament et al.). The same team's 2022 interviews with 33 wine consumers, 22 of them cellar-door staff, found a warm greeting and knowledgeable conversation are what build brand attachment and on-site sales (Foods, d'Ament et al.).

A winery's marketing reaches people before they visit. A 2022 survey of 486 visitors to wineries in Spain found that brand communication (advertising, sponsorship, social responsibility and social media together) and brand image each raised preference for a wine brand, which drives intention to visit the winery (Current Psychology, Gómez-Rico et al.). In a 2024 survey of 728 adult wine consumers in Baja California, Mexico, traditional food was the strongest predictor of wanting to visit wine country, and online word of mouth worked through people's sense of regional identity (Foods, Leyva-Hernández and Toledo-López). Both studies measured intention, not trips taken.

The pandemic pushed wineries toward selling direct. A survey of 146 Portuguese wineries, published in 2022, found that the share of sales from wine tourism, export dependence and brand recognition shaped tasting-room sales through the COVID-19 shock (Tourism and Hospitality Research, Guedes et al., 2022). A 2022 study of 542 winery surveys from nine countries found wineries wanted to put future investment into direct-to-consumer sales and communication rather than vineyards and cellars, most strongly in New World countries such as the U.S. (Agribusiness, Niklas et al.). Those are stated plans, not spending.

Academic work on wine marketing is growing fast, but it rarely measures video. A 2024 review of 1,135 wine marketing research documents published from 1990 to 2022 found social media (digital marketing) and wine tourism among the field's fast-growing themes (Heliyon, Martínez-Navarro and Sellers-Rubio). A 2023 bibliometric analysis counted 588 publications on wine tourism from 1998 to 2021 (Heliyon, Marco-Lajara et al.). We found no peer-reviewed count of how many wineries post video, or how often.

Who drinks wine in the U.S.?

About three in ten U.S. drinkers name wine as their usual drink. In Gallup's July 2026 Consumption Habits poll, 30% of drinkers chose wine, against 36% for beer and 32% for liquor (Gallup). The poll interviewed a random sample of 1,200 U.S. adults by telephone from July 1 to 19, 2026 (Gallup); Gallup does not sell alcohol. In July 2025 the wine figure was 29% (Gallup, 2025).

Wine leans heavily female. In 2026, 45% of women who drink preferred wine, against 15% of men (Gallup), so women were 3.0 times as likely as men to name it (our calculation). Gallup found wine preferred most often by adults aged 55 and older.

Fewer Americans drink at all. In 2026, 54% of U.S. adults said they drink alcohol, matching 2025's record low in a series that began in 1939 (Gallup). 20% of drinkers said they had had a nonalcoholic beer, wine or spirit instead of an alcoholic drink in the past year (Gallup).

Drinkers also say wine feels calmer than spirits. In a 2015-2016 online survey of 29,836 drinkers aged 18-34 in 21 countries who had drunk beer, spirits and red and white wine in the previous 12 months (BMJ Open, Ashton et al., 2017), 7.1% said they felt aggressive when drinking red wine, against 29.8% for spirits (Ashton et al.). It was an opportunistic survey promoted through media and social media, so it is not representative of all drinkers.

How much wine do U.S. wineries ship direct to consumers?

Direct-to-consumer wine shipping shrank for the fourth year running in 2025, and faster than ever. U.S. wineries shipped 967,000 fewer cases than in 2024, a 15% drop in volume, according to the annual report from Sovos ShipCompliant, which sells shipping-compliance software to wineries, and WineBusiness Analytics (Sovos ShipCompliant). The value of those shipments fell by more than $230 million, or 6% (Sovos ShipCompliant), the steepest drop since the report began in 2010. Sovos's press release does not print the 2025 total. Subtracting the fall from 2024's volume puts it at about 5.4 million cases (our calculation). The average price per bottle shipped rose 11% (Sovos ShipCompliant).

The channel peaked in 2021. U.S. wineries shipped 8.5 million cases direct to consumers that year (Sovos ShipCompliant and Wines Vines Analytics), and the value reached an all-time high of $4.2 billion (Sovos ShipCompliant). By 2024, volume was down to 6.4 million cases (Sovos ShipCompliant and WineBusiness Analytics) and value to $3.94 billion (Sovos ShipCompliant). That is a 24.7% fall in volume but only a 6.2% fall in value over three years (our calculation), because wineries kept raising prices.

The years before tell a growth story. Wineries shipped a record $3 billion of wine direct to consumers in 2018 (Sovos and Wines Vines Analytics) and more than $3.2 billion in 2019 (Sovos ShipCompliant). By January 2020, 45 states and the District of Columbia allowed wineries to ship to consumers (Sovos ShipCompliant). In 2020, with tasting rooms closed by the pandemic, shipments jumped 27% to a record 8.39 million cases (Sovos ShipCompliant), while the average bottle price fell 9.5% to $36.83 as buyers chose cheaper wines (Sovos ShipCompliant).

Prices have climbed every year since. The average price per bottle shipped reached $45.16 in 2022 (Sovos ShipCompliant) and $48.35 in 2023 (Sovos ShipCompliant), up 31.3% on 2020 in nominal dollars (our calculation). The yearly rise slowed from 12% in 2021 to 9% in 2022, 7% in 2023 and 6% in 2024 (Sovos ShipCompliant), before jumping back to 11% in 2025. In 2023 value held at $4.1 billion even as volume fell 6.5% (Sovos ShipCompliant). In 2022, direct shipments made up 12.0% of off-premise (retail) sales of domestic wine, about the same as 2021's 12.1% (Sovos ShipCompliant and Wines Vines Analytics). That is a share of retail sales of U.S. wine, not of all wine sold; the origins section below compares it with other "direct share" figures.

These are a software seller's estimates. Sovos models total shipments from the anonymised transactions that pass through its ShipCompliant system, paired with WineBusiness Analytics' database of U.S. wineries; the 2026 edition drew on anonymised data from more than 1,300 wineries and 27 million transactions (Sovos ShipCompliant). The figures cover wine shipped from wineries to consumers, not bottles bought and carried out of a tasting room. The full report sits behind a sign-up form, so every figure here comes from Sovos's own press releases.

Which wineries and wines are shipping less?

Cheaper wines and the biggest wineries lost the most. In 2025, wineries making more than 500,000 cases a year shipped 23% less wine direct to consumers, the largest fall of any size class (Sovos ShipCompliant). In 2024 those large wineries made up 16% of direct shipment volume, and their shipments fell 18% (Sovos ShipCompliant). In 2021 the largest wineries had held 18.7% of volume after raising their direct shipments by more than 1,000% in a decade (Sovos ShipCompliant).

Wines priced at $40 or less shipped 15% less in 2024, as Sovos said inflation drove consumers away from wine clubs and winery visits (Sovos ShipCompliant). In 2023, wines under $30 a bottle made up just over 43% of the channel and fell 12.9% in volume (Sovos ShipCompliant). Small wineries priced higher did better. In the first half of 2025, very small wineries (1,000-4,999 cases a year) were the only size class whose shipment value rose, on a 15% jump in their average bottle price to $79.34 (Sovos ShipCompliant).

Napa held up best. Napa County wineries accounted for 45% of the value of all direct shipments in 2021 (Sovos ShipCompliant). In 2025 they added 1% to the value of their shipments while losing only 8% of volume (Sovos ShipCompliant). Shipments to California consumers fell by $142 million in 2025, 62% of the whole channel's loss in value (Sovos ShipCompliant).

Florida is one of the biggest destinations for shipped wine. In 2023 it was the fourth-largest destination by volume, after California, Texas (7.1% of volume) and New York (Sovos ShipCompliant); Sovos's release does not print Florida's own share.

Fewer orders, but bigger ones. In the first half of 2025, wineries shipped 2.7 million cases direct to consumers, down 12%, worth $1.7 billion, down 6% (Sovos ShipCompliant and WineBusiness Analytics). The average order rose from $463 in 2024 to $521 (Sovos ShipCompliant).

Who works in wineries and what do they earn?

Private U.S. wineries averaged 74,112 jobs in 2025 at an average annual pay of $55,833, per the BLS Quarterly Census of Employment and Wages (QCEW) (BLS). The federal industry code for wineries, NAICS 312130, includes the large wine companies' wineries and bottling sites as well as small family and urban wineries, and QCEW counts only jobs covered by state unemployment insurance, so owners who work alone are not in it. Winery jobs rose 40.2% from 52,879 in 2014 (BLS) (our calculation), peaked at 78,291 in 2023 (BLS), and fell 5.3% from 2023 to 2025 (our calculation). Average pay rose 33.7% from $41,759 in 2014 (BLS), before inflation (our calculation).

The average winery got smaller as new, small wineries opened: private U.S. wineries (NAICS 312130, which includes the large wine companies) had 14.9 jobs per establishment in 2014 and 12.8 in 2025, by BLS QCEW counts (our calculation). The Census Bureau's County Business Patterns, which counts paid employees in the pay period including March 12, found that 42.5% of U.S. wineries with paid employees had fewer than 5 employees in 2023 (our calculation): 1,939 of 4,560 (Census).

Over the long run, County Business Patterns counted 13,564 paid employees at U.S. establishments making wines, brandy and brandy spirits in March 1986 (Census), under SIC 2084, the industry code used before NAICS, and 65,478 at U.S. wineries (NAICS 312130, which includes the large wine companies) in March 2023 (Census). That is a rise of 382.7% (our calculation).

Where are the winery jobs?

Half of them are in California. Private California wineries (NAICS 312130, which includes the large wine companies) averaged 37,231 jobs in 2025, per BLS QCEW (BLS), 50.2% of U.S. winery jobs (our calculation). Napa County alone averaged 11,280 winery jobs (BLS), 15.2% of the U.S. total (our calculation).

Florida has few winery jobs. Its private wineries (NAICS 312130) averaged 363 jobs in 2025 at an average annual pay of $63,772, per BLS QCEW (BLS). Broward County's 8 winery establishments averaged 6 jobs between them in 2025 (BLS). BLS withholds winery jobs and pay for Palm Beach County in 2024 and 2025, and for Martin County's single winery in 2025, to protect the few employers; the last published Palm Beach figure is 15 jobs in 2023 (BLS). Average pay across a handful of jobs is not a useful guide, so this page does not quote county winery pay.

What jobs do wineries hire for?

BLS's occupational survey (OEWS) does not publish wineries on their own; its closest industry is beverage manufacturing (NAICS 312100), which puts wineries together with breweries, distilleries and soft drink makers. That industry had 319,220 wage and salary jobs in May 2025 (BLS), with a median annual wage of $49,370 (BLS). The occupations below are counted across the whole industry, so they are a labelled proxy for winery staffing, not a count of winery workers.

Front-of-house work is a large part of it. Bartenders, the occupation that covers tasting-room and taproom pourers, held 37,800 beverage manufacturing jobs in May 2025 (BLS), 11.8% of the industry's jobs (our calculation), at a median annual wage of $36,090 (BLS). The industry also employed 16,630 waiters and waitresses (BLS), 7,500 retail salespersons (BLS) and 1,880 meeting, convention and event planners (BLS), per BLS OEWS.

Marketing is a small team. Beverage manufacturers employed 2,920 market research analysts and marketing specialists in May 2025 (BLS), at a median annual wage of $64,840 (BLS). They also employed 5,300 crop farmworkers and laborers (BLS), the occupation for vineyard workers on a winery's own payroll. OEWS counts wage and salary workers only, so winery owners are not in these figures, and tips count only where employers report them as wages.

What about grape growers and one-person wineries?

Grape vineyards are farms, not wineries, and federal statistics count them separately (NAICS 111332); a vineyard run as part of a winery is usually counted with the winery. As context, the United States averaged 1,736 private grape vineyards with employees covered by unemployment insurance in 2025, per BLS QCEW (BLS), with 20,997 jobs (BLS). Both counts fell from 2014, when QCEW counted 2,233 vineyards (BLS) and 30,361 jobs (BLS): down 22.3% and 30.8% (our calculation). Florida had 7 in 2025, with jobs withheld (BLS). QCEW covers only farms whose workers are under unemployment insurance, so it undercounts farm labour.

The Census Bureau's Nonemployer Statistics, which counts businesses with no paid employees, does not publish wineries on their own: a request for NAICS 312130 returns no data for 2023 or 2024. Its closest row, beverage and tobacco product manufacturing (NAICS 312), counted 6,636 businesses with no paid employees in 2024 (Census), a figure that also includes one-person breweries, distilleries, soft drink makers and tobacco makers. No federal source on this page counts one-person wineries.

How many wineries are there in the U.S. and Florida?

The United States had 5,778 private wineries with paid employees in 2025, an annual average from the BLS Quarterly Census of Employment and Wages (QCEW) (BLS). The federal industry code for wineries, NAICS 312130, includes the large wine companies' wineries and bottling sites as well as small family and urban wineries; a winery with no employees is left out, and a company with several wineries counts once per site. The count was 5,801 in 2024 (BLS), the highest in QCEW's open-data files, and fell 0.4% to 2025 (our calculation), the first yearly fall in those files.

The Census Bureau's County Business Patterns, which counts establishments with paid employees in mid-March from its Business Register, found 4,560 U.S. wineries (NAICS 312130, which includes the large wine companies) in 2023 (Census). The 2022 Economic Census counted 4,584 winery establishments with paid employees (Census). The agencies use different records and reference periods, so their counts do not match.

Florida has few wineries. It averaged 87 private wineries with paid employees (NAICS 312130, which includes the large wine companies) in 2025, per BLS QCEW (BLS), 1.5% of the U.S. count (our calculation). County Business Patterns counted 36 Florida wineries in 2023 (Census) and the 2022 Economic Census 36 (Census), which withheld Florida's winery shipments. The gap between 87 and 36 is wide, so treat any single Florida winery count as approximate.

Which states have the most wineries?

California had 2,150 private wineries with paid employees (NAICS 312130, which includes the large wine companies) in 2025, per BLS QCEW (BLS), 37.2% of the U.S. count (our calculation). Napa County alone had 494 (BLS). Washington was second with 447 (BLS) and Oregon third with 428 (BLS).

How has the number of wineries changed since the 1980s?

County Business Patterns counted 10.0 times as many U.S. winery establishments with paid employees in 2023 as in 1986 (our calculation). In 1986 it found 456 establishments making wines, brandy and brandy spirits (Census), under SIC 2084, the industry code used before NAICS, which also covered brandy makers. In 1998, the first year on NAICS codes, it found 727 wineries (Census), and the count rose 527.2% from 1998 to 2023 (our calculation). It counted 2,249 in 2008 (Census) and 3,007 in 2013 (Census). The Economic Census count rose 23.6% between 3,709 in 2017 (Census) and 2022 (our calculation).

BLS QCEW, whose open-data files start in 2014, shows the same climb year by year. It averaged 3,560 private wineries with employees (NAICS 312130, which includes the large wine companies) in 2014 (BLS), and the count rose 62.3% by 2025 (our calculation).

Florida grew from a handful. County Business Patterns counted 3 Florida establishments making wines, brandy and brandy spirits in 1986 (Census) and 2 wineries in 1998 (Census). BLS QCEW averaged 56 private Florida wineries with employees in 2014 (BLS), so Florida had 55.4% more in 2025 (our calculation). Its peak in these files was 100 in 2023 (BLS), and the count fell 13.0% from 2023 to 2025 (our calculation).

How many wineries are there in Palm Beach, Broward and Martin counties?

Broward County had 8 private wineries with paid employees (NAICS 312130, which includes the large wine companies) in 2025, per BLS QCEW (BLS), up from 5 in 2014 (BLS). Palm Beach County had 5 (BLS) and Martin County 1 (BLS); BLS withholds both counties' winery jobs and pay to protect the few employers. County Business Patterns counted 4 wineries with paid employees in Palm Beach County in 2023 (Census) and published no winery row for Broward or Martin.

How many wineries are there per 100,000 people in South Florida?

Florida had 0.37 private wineries with paid employees (NAICS 312130, which includes the large wine companies) per 100,000 residents in 2025, well below the U.S. rate of 1.69 (our calculation, from BLS QCEW counts and Census Bureau population estimates). Martin County had 0.60, Broward County 0.40 and Palm Beach County 0.32 (our calculation). Martin's rate rests on one winery, so one opening or closing moves it a long way.

How much do U.S. wineries sell, and how much comes from tasting rooms and events?

U.S. wineries (NAICS 312130, which includes the large wine companies) shipped $24,303,716 thousand (about $24.3 billion) of products in 2022, according to the Economic Census (Census). That was 17.2% more than the $20,730,744 thousand (about $20.7 billion) of 2017 (Census), before inflation (our calculation). The Census Bureau's Annual Integrated Economic Survey, a sample survey of employer firms, estimated 2024 winery revenue at $21,660,465 thousand (about $21.7 billion), 7.0% less than in 2023 (Census). These values include federal excise tax and are dominated by the large wine companies.

Still wine is almost all of it. Grape, fruit and berry wines of 14% alcohol or less made up 81.8% of winery shipments and receipts in 2022, and red grape wines alone 50.3%, per the Economic Census product-line tables (Census). Wholesale sales of wine and liquor made up 4.7% (Census).

Tasting rooms and events are a small share of the dollars but a common line of business. Alcoholic drinks served on site, such as tasting-room pours, made up 1.2% of winery shipments and receipts in 2022 (Census); the Economic Census has no separate line for tasting fees. 1,169 winery establishments reported that line (Census), 25.5% of all U.S. wineries with paid employees (our calculation). 1,509 reported serving meals, snacks or non-alcoholic drinks (Census), 32.9% (our calculation), and 1,189 reported receipts from renting space for weddings, banquets and parties (Census), 25.9% (our calculation). Those event rentals brought in $172,248 thousand (about $172.2 million), 0.7% of winery shipments and receipts (Census). The shares are self-reported by the establishments that broke out their product lines.

How much wine does the U.S. import?

The United States imported $6.2 billion (6,209,174,387) of wine of fresh grapes (HS 2204, which includes sparkling wine) in 2025, per Census Bureau trade data (Census). That was 8.4% less than the $6.8 billion (6,780,567,626) of 2024 (Census) and 15.4% more than the $5.4 billion (5,379,726,822) of 2015 (Census), before inflation (our calculation). France supplied $2.4 billion (2,381,289,211) (Census), 38.4% of the total, and Italy $2.0 billion (2,028,446,008) (Census), 32.7% (our calculation). The values are customs values, before duties, freight and insurance.

How have wine prices changed?

Wine bought in stores cost 7.9% more in 2025 than in 2015, by the Consumer Price Index, far less than the 35.8% rise in prices overall (our calculation, from BLS annual averages). The index for wine at home averaged 168.472 in 2015 (BLS) and 181.795 in 2025 (BLS); the all-items index went from 237.017 (BLS) to 321.943 (BLS).

Wine bought by the glass or bottle in restaurants and bars rose much faster: 33.6% from 2015 to 2025 (our calculation). Its index averaged 178.096 in 2015 (BLS) and 237.931 in 2025 (BLS).

In September 2026, wine at home cost 0.7% less than a year earlier (BLS) and wine away from home 1.8% more (BLS), against 3.7% for all items (BLS). BLS did not collect October 2025 prices during the 2025 shutdown, so no 12-month change exists for October 2026. The indexes price wine from every kind of winery, domestic and imported.

How many wineries does TTB count?

The federal Alcohol and Tobacco Tax and Trade Bureau (TTB) listed 18,130 wine producer and blender permits in the United States on November 10, 2026 (our count of TTB's public permit list). Each permit covers one bonded wine premises: a winery, or a bonded wine cellar that stores, blends or bottles wine. A company with several premises holds several permits, and a permit is no proof of a tasting room. Cider makers are in the count too, because federal law taxes hard cider as wine.

A smaller TTB count tracks who actually files. TTB counted 8,785 wine industry members that filed wine premises operations reports for 2025, against 9,449 in 2024, a peak of 9,703 in 2023, 8,297 in 2017 and 6,498 in 2012, the first year in TTB's data file (TTB). That is a rise of 35.2% from 2012 to 2025, and a fall of 9.5% from the 2023 peak (our calculation). Only 6,271 of the 2025 filers reported making any wine that year (TTB). An industry member is a proprietor, so one company that files for several premises counts once.

California alone holds more than a third of the federal wine permits (our count). The state numbers come from TTB's permit list, not its tax data, and TTB can publish that list for a legal reason that does not cover beer. Its FOIA page says Internal Revenue Code section 6103 protects taxpayer records, so it publishes no list of brewers (TTB). Wine producers hold a basic permit under the Federal Alcohol Administration Act, and TTB posts that list every week. For brewery numbers, see our brewery video statistics.

How many wineries are licensed in Florida and in Palm Beach, Broward and Martin counties?

Florida has few wineries. Its 214 federal wine permits rank 16th among the states (our count). Florida's own count is lower. The Department of Business and Professional Regulation (DBPR) listed 114 current Manufacturer of Wine (AMW) licences on November 12, 2026 (our count of the public licence file of DBPR's Division of Alcoholic Beverages and Tobacco). The same file holds 129 AMW licences in all; the rest carry a 2026 expiry date and were not renewed. "Current" is our reading. DBPR publishes no key to the division's numeric status codes, so we count licences with status 20, all of which run to 2027.

The AMW licence costs $1,000 per plant or branch (DBPR), so one company with two plants holds two licences. A second wine licence, Manufacturer of Wine and Cordials, costs $2,000 (DBPR); none was current in the file. Of the 114 current AMW licences, 68 were first issued in 2020 or later (our count). The file shows only licences still on it, so wineries that opened after 2019 and have since closed are not in that count.

The two lists count different things. TTB's covers every premises with a federal permit to produce or blend wine, including bonded wine cellars. DBPR's counts state manufacturing licences, one per plant or branch. Florida's certified farm wineries (s. 599.004, Florida Statutes) are certified by the Florida Department of Agriculture and Consumer Services, and DBPR's file does not mark them, so we cannot count them separately.

By premises ZIP code, Palm Beach County held 7 of Florida's federal wine permits, Broward 6 and Martin 2 (our count). Together the three counties hold 7.0% of the state's permits (our calculation). We matched on ZIP codes because TTB says the county field on its list is typed in by the permittee and may be wrong. Every county that was filled in agreed with our ZIP match. DBPR's file, by its own county code, shows 3 current AMW licences in Broward, 2 in Martin and 0 in Palm Beach (our count). Palm Beach County has federal wine permits but, by DBPR's file, no current state wine manufacturer licence.

How much wine do U.S. wineries make?

U.S. bonded wine premises reported producing 558.7 million wine gallons of wine (558,686,431) in 2025, according to TTB's yearly wine data (TTB). TTB builds these figures from the Report of Wine Premises Operations, TTB Form 5120.17 (TTB), and its wine totals include hard cider. Production was 654.6 million gallons (654,582,735) in 2024 (TTB), 769.6 million (769,556,297) in 2020 (TTB) and 890.0 million (890,044,037) in 2017, the high point of TTB's data (TTB). In 2012, the first year in the file, it was 809.2 million (809,245,129) (TTB).

Output fell 14.6% from 2024 to 2025 and 37.2% from 2017 to 2025 (our calculation). The fall has not stopped. TTB's monthly data, which are early and can be revised, show 19.9% less wine made in January to March 2026 than in the same months of 2025 (our calculation).

Most of it is ordinary still wine. 479,205,771 gallons of the 2025 total was still wine of not more than 16% alcohol (TTB). Sparkling wine came to 19,904,300 gallons (TTB) and hard cider to 21,714,996 (TTB).

California's bonded premises made 79.3% of the nation's wine in 2025, by TTB's annual state report (our calculation). Florida's made 1,166,558 gallons (our reading of the same report), 76.8% less than in 2019 (our calculation). TTB withholds Florida's taxable removals for every year from 2021 to 2025, because publishing them could identify a particular taxpayer.

How much wine leaves U.S. wineries for sale?

Taxable withdrawals, the wine that leaves bonded premises for the U.S. market subject to federal excise tax, were 554.4 million wine gallons (554,428,785) in 2025 (TTB). They were 595.4 million (595,405,056) in 2024 (TTB), 743.0 million (743,031,765) in 2020, the high point of TTB's data (TTB), and 619.7 million (619,667,409) in 2012 (TTB). That is a 25.4% fall from 2020 to 2025 (our calculation). The 2025 volume equals about 233.2 million 9-liter cases, the unit the wine trade counts in (our calculation). Imported wine is not part of these figures, so they are not a measure of how much wine Americans drink.

Almost all of it leaves in bottles. 535,749,011 gallons of 2025 taxable withdrawals were bottled (TTB) and 18,679,774 went out in bulk (TTB), so 96.6% left bottled (our calculation). Sparkling wine made up 19,804,904 gallons of 2025 taxable withdrawals (TTB) and hard cider 34,764,407 (TTB).

Exports have fallen further. Wine withdrawn free of tax for export fell from 105.3 million gallons (105,268,819) in 2012 (TTB) to 54.2 million (54,234,144) in 2025 (TTB), a 48.5% drop (our calculation).

How much wine is sitting in U.S. wineries?

U.S. bonded wine premises held 1.04 billion wine gallons (1,036,947,297) of wine at the end of December 2025 (TTB). That is less than the 1.10 billion (1,099,819,831) of December 2024 (TTB) and the 1.26 billion (1,256,421,437) of December 2019 (TTB), and close to the 1.03 billion (1,031,195,102) of December 2012 (TTB). Most of it is not yet in bottles: 861,205,019 gallons of the December 2025 stock was bulk wine (TTB).

Production and sales have both fallen since 2012, but stocks have not. The wine on hand at the end of 2025 equals 1.9 years of 2025 taxable withdrawals (our calculation). That stock also holds bulk wine kept for blending, export and distilling, so not all of it is finished wine waiting to be sold.

Why do the winery counts disagree?

The number of U.S. wineries runs from 4,560 to 18,130, depending on who counted and what they counted. TTB lists federal permits, one per bonded wine premises, including bonded cellars that only store, blend or bottle wine, and cider makers. Its operating reports count the permit holders that filed, and fewer of those reported making any wine. BLS and the Census Bureau count establishments with paid employees in NAICS 312130, Wineries, which includes the large wine companies and leaves out wineries with no payroll. WineAmerica and the WineBusiness Analytics database each keep their own list of wineries, and neither publishes its rules for who is in it.

Compare a count only with the same series. Measured against population, TTB’s list gives the United States 5.30 wine permits per 100,000 residents and Florida 0.91. In the three South Florida counties the rate is 0.44 in Palm Beach, 0.30 in Broward and 1.20 in Martin, where two permits are enough to lift the rate above the state’s (our calculations from TTB’s permit list and the Census Bureau’s 2025 population estimates).

What do public wine companies tell the SEC about tasting rooms and wine clubs?

Most wineries are private, so the few listed wine companies are the only ones that must publish their direct-to-consumer numbers. Willamette Valley Vineyards, an Oregon winery, made about 54.4% of its net sales from direct sales in 2025, by its Form 10-K for fiscal 2025, up from 53.4% in 2024 (Willamette Valley Vineyards Form 10-K, fiscal 2025). Direct sales, in that filing, means its tasting rooms, wine club, online sales, events and catering. Its fiscal 2016 10-K put the share at about 36% (Willamette Valley Vineyards Form 10-K, fiscal 2016), so it rose 18.4 percentage points in nine years (our calculation).

Willamette Valley Vineyards had 10,481 wine club memberships at the end of 2025, a net fall of 702 in the year, by its 10-K for fiscal 2025 (Willamette Valley Vineyards Form 10-K, fiscal 2025). Its fiscal 2016 10-K counted 6,714 (Willamette Valley Vineyards Form 10-K, fiscal 2016), so memberships grew 56.1% over the nine years (our calculation). Beyond its two estate wineries it runs 7 more tasting rooms in Oregon, Washington and California (Willamette Valley Vineyards Form 10-K, fiscal 2025). Its retail sales revenues fell 4.7% in 2025 to $20,458,007, which the fiscal 2025 10-K puts down mostly to lower internet, tasting room and telephone sales (Willamette Valley Vineyards Form 10-K, fiscal 2025). The same 10-K, citing an industry report from Silicon Valley Bank, says U.S. tasting room visits fell for the fourth year in a row (Willamette Valley Vineyards Form 10-K, fiscal 2025).

Crimson Wine Group, the Napa owner of Pine Ridge, Archery Summit, Chamisal, Seghesio and Seven Hills, made 41% of its net sales direct to consumers in 2025, by its 10-K for fiscal 2025 (Crimson Wine Group Form 10-K, fiscal 2025). Of that direct-to-consumer business, 57% came through wine clubs, 24% through tasting rooms, events and other sales and 19% through ecommerce (Crimson Wine Group Form 10-K, fiscal 2025). On those shares, wine clubs were about 23% of Crimson’s total net sales (our calculation). The same filing says members usually join after visiting one of its tasting rooms, signing up on the website or hearing about the club from other members (Crimson Wine Group Form 10-K, fiscal 2025). In its fiscal 2016 10-K the direct share was 36%, with 60% of it from wine clubs (Crimson Wine Group Form 10-K, fiscal 2016), a rise of 5 percentage points to 2025 (our calculation).

The bigger companies sell far less of their wine direct. The Duckhorn Portfolio’s direct-to-consumer channel was 13.9% of its net sales in fiscal 2024, the year to July 31, 2024, by its 10-K for that year, the last annual report it filed (Duckhorn Form 10-K, fiscal 2024). That channel ran 8 tasting rooms, several wine clubs and one e-commerce site for all its wineries (Duckhorn Form 10-K, fiscal 2024), staffed by about 100 hospitality professionals (Duckhorn Form 10-K, fiscal 2024). Vintage Wine Estates’ last 10-K, for the year to June 30, 2023, put direct-to-consumer at 29.4% of sales (Vintage Wine Estates Form 10-K, fiscal 2023). Its 11 tasting rooms served 220,000 visitors that year (Vintage Wine Estates Form 10-K, fiscal 2023), about 20,000 per room (our calculation), and it had more than 44,000 wine club members (Vintage Wine Estates Form 10-K, fiscal 2023). Its direct-to-consumer net revenues were $83.4 million (Vintage Wine Estates Form 10-K, fiscal 2023), down 9.5% from fiscal 2022 (our calculation).

The counts are each company’s own, and they differ: Willamette Valley Vineyards counts memberships, and Vintage Wine Estates counts a person in two clubs twice. Duckhorn and Vintage Wine Estates also kept part-time, seasonal and on-call staff outside the full-time figure.

What do the filings say about social media, influencers and video?

Duckhorn said the most. Its fiscal 2024 10-K reported about 483,000 followers across its winery brands’ Instagram, Facebook and X accounts (Duckhorn Form 10-K, fiscal 2024), up about 49% on fiscal 2023, mostly because it added the accounts of Sonoma-Cutrer, which it had just bought (Duckhorn Form 10-K, fiscal 2024). It said part of its marketing budget went on “social media influencer marketing, social advertising and social monitoring” (Duckhorn Form 10-K, fiscal 2024), and that its consumer marketing included events, “content creation” and digital spend on social media and paid search (Duckhorn Form 10-K, fiscal 2024). It gave no dollar figure for any of these.

Fresh Vine Wine, a small listed wine brand, built its marketing on influencers. Its 10-K for fiscal 2023 says brand ambassadors promoted the wine on social channels “including, but not limited to, Twitter, Facebook, Instagram, Snapchat, YouTube and Pinterest” (Fresh Vine Wine Form 10-K, fiscal 2023). Its licence agreements with its two celebrity ambassadors ended on September 7, 2023 (Fresh Vine Wine Form 10-K, fiscal 2023). Its advertising expense fell from $3,059,429 in 2022 to $1,576,325 in 2023 (Fresh Vine Wine Form 10-K, fiscal 2023), down 48.5% (our calculation), and it ended 2023 with 4 full-time employees (Fresh Vine Wine Form 10-K, fiscal 2023). On March 7, 2025 it completed its purchase of Amaze Software, a creator-commerce company, and it now files as Amaze Holdings (Amaze Holdings Form 10-K, fiscal 2025). Its 10-K for fiscal 2025 says it still runs the wine business but that the segment is no longer a strategic focus (Amaze Holdings Form 10-K, fiscal 2025).

The smaller wineries say less. Willamette Valley Vineyards’ fiscal 2025 10-K says only that it “maintains social media sites” beside its website and customer email database (Willamette Valley Vineyards Form 10-K, fiscal 2025). Crimson’s fiscal 2025 10-K says its wines are sold, where legal, through ecommerce sites and “social media platforms” (Crimson Wine Group Form 10-K, fiscal 2025). Constellation Brands’ fiscal 2026 10-K lists as a risk any advertising, “such as in social media”, that ends up near contentious content (Constellation Brands Form 10-K, fiscal 2026). 0 of the 13 annual reports these wine companies filed from 2024 to November 2026 used the word “video” (our calculation).

Vintage Wine Estates gave the only email figures. Its fiscal 2023 10-K says its digital marketing team sent over 6,000 promotional emails that reached inboxes over 45 million times (Vintage Wine Estates Form 10-K, fiscal 2023). It claimed an e-commerce conversion rate of 3.4%, against 1.4% for food and drink sites as of April 2023, a benchmark the filing does not source (Vintage Wine Estates Form 10-K, fiscal 2023).

What did Constellation Brands sell, and how much wine is left?

Constellation Brands, best known for Corona and Modelo beer, sold its mainstream wine brands with their wineries, vineyards and stock on June 2, 2025, by its 10-K for fiscal 2026, the year to February 28, 2026 (Constellation Brands Form 10-K, fiscal 2026). The filing defines mainstream wine as wine selling for less than $11.00 a bottle at retail, using Circana’s definition (Constellation Brands Form 10-K, fiscal 2026). Its wine net sales fell from $1,450.1 million in fiscal 2025 to $700.4 million in fiscal 2026 (Constellation Brands Form 10-K, fiscal 2026), down 51.7% (our calculation). $711.2 million of the segment’s lost sales came from the brands it no longer owns (Constellation Brands Form 10-K, fiscal 2026). Wine and spirits together came to $823.8 million of its $9,139.0 million net sales (Constellation Brands Form 10-K, fiscal 2026). Its definition of direct-to-consumer covers its brand websites and purchases at its “tasting rooms and tap rooms” (Constellation Brands Form 10-K, fiscal 2026). For its beer business, see our brewery video statistics.

How often do annual reports mention tasting rooms and wine clubs?

Rarely. 144 Form 10-K annual reports filed from 2001 to 2025 contained “tasting room” or “tasting rooms”, by our count with SEC EDGAR full-text search (our calculation). They came from 34 companies (our calculation). The busiest year was 2016, with 12 such reports. 7 were filed in 2025, and 7 more in 2026 up to November 12 (our calculation). “Wine club” or “wine clubs” appeared in 87 10-Ks from 2001 to 2025, from 22 companies (our calculation). The busiest years were 2013 and 2022, with 8 each, and 5 were filed in 2025 (our calculation). The search misses private companies, which is almost every winery. It also misses foreign filers’ 20-F reports and other wordings such as “tasting bar” or “hospitality center”. In 2013 one small wine company filed five overdue 10-Ks at once.

We read every hit filed from January 2024 to November 12, 2026. Of the 10 companies whose 10-Ks said “tasting room(s)”, 5 were wine companies (Willamette Valley Vineyards, Crimson, Duckhorn, Constellation and Fresh Vine). Four were brewers or distillers with their own tasting rooms, and one was a hotel and real estate company (our calculation). Of the 7 that said “wine club(s)”, 4 were wine companies. The others were an online alcohol seller planning a club, the same hotel company and one director’s biography (our calculation). The per-year counts and the hand-read list are in our two CSV files.

What do federal rules require in a winery's ads and social posts?

As of November 2026, a winery's posts, reels and videos that promote its wine count as advertising under TTB's wine rules, 27 CFR part 4, subpart G. Those rules cover wine of not less than 7 percent alcohol by volume (eCFR); above 24 percent, a wine-based product is classed as distilled spirits (eCFR). TTB's social media guidance is Industry Circular 2024-1, published on November 1, 2024 (TTB). It says content a winery posts on social media is advertising and must carry the mandatory statements in 27 CFR 4.62 (TTB). Rule text as read on November 12, 2026; beer rules are on our brewery video statistics page.

• Every wine ad must show the responsible advertiser's name, city and State, or a name and other contact details such as a phone number, website or email address. It must also state the wine's class or type as it appears on the label (27 CFR 4.62). An ad for the whole wine line, with no single wine named, needs only the advertiser's name and address (eCFR).
• The mandatory statements must be readily apparent to people viewing the ad, in print and in audio-visual media (27 CFR 4.63).
• Many microblog services cap posts at about 140-280 characters, so TTB does not expect the statements in every post if they sit on the profile page or behind a clearly named link (TTB). Influencer posts a winery pays for are its ads too.
• The wine rules themselves do not yet name the internet. TTB changed the spirits and beer rules from March 11, 2022 to list electronic or internet media and social networks, and says similar changes to the wine rules are in progress (TTB). It treats winery posts as advertising either way.
• A wine ad may not contain false or misleading statements, disparage a competitor's wine, or be obscene or indecent. It may not suggest the wine contains distilled spirits or has intoxicating qualities, or use subliminal techniques. A label shown in an ad must be a reproduction of an approved label, and health-related statements may not mislead, under 27 CFR 4.64 (eCFR).
• On March 2, 2026 TTB reminded industry members that generated images (TTB's term is "SI-generated") in ads must follow the same rules, 27 CFR 4.64 and 4.62 for wine (TTB).
• Outdoor ads already up on September 7, 1984 are exempt until replaced, restored or renovated (eCFR).

What must a wine bottle on camera show, and which sizes are allowed?

A bottle in a release reel shows a label TTB regulates. Under 27 CFR part 4 as read on November 12, 2026, the stated alcohol content may differ from the real one by up to 1.5 percent either way for wines of 14 percent alcohol or less, and by up to 1 percent for stronger wines (eCFR). The government health warning must be printed no smaller than 2 millimeters on containers of more than 237 milliliters up to 3 liters, such as a 750 mL bottle (eCFR), and no smaller than 1 millimeter on containers of 237 milliliters or less, such as a 187 mL bottle or most wine cans (eCFR).

• 27 CFR 4.72 lists 25 authorized standards of fill for wine, from 3 liters down to 50 milliliters (eCFR).
• 13 of those sizes were added by a TTB rule that took effect on January 10, 2025 (Federal Register). The new sizes run from 180 milliliters to 1.8 and 2.25 liters (Federal Register). The 2.25 liters size began with a petition from an importer of boxed wine (Federal Register).
• Wine may also come in containers of 4 liters or more if they are filled and labelled in even liters (eCFR). The standards of fill do not apply to wine packed in containers of 18 liters or more (eCFR).
• A container labelled 187 milliliters or more may have empty headspace of no more than 6 percent of its capacity after closure (eCFR).

How much federal excise tax does a winery pay on wine?

Still wine of not more than 16 percent alcohol is taxed at $1.07 a wine gallon under 26 U.S.C. 5041, as published in the 2024 U.S. Code (U.S. Code). The other rates in the same section:

• $1.57 a wine gallon on still wine of more than 16 up to 21 percent alcohol (U.S. Code), and $3.15 on still wine of more than 21 up to 24 percent (U.S. Code).
• $3.40 a wine gallon on champagne and other sparkling wines (U.S. Code).
• 22.6 cents a wine gallon on hard cider (U.S. Code).
• Mead and low-alcohol wine are taxed as still wine of not more than 16 percent alcohol, which is the $1.07 rate (U.S. Code).

Each producer gets a tax credit of $1 a wine gallon on the first 30,000 wine gallons it produces and removes in a calendar year (U.S. Code). The credit falls to 90 cents on the next 100,000 (U.S. Code) and 53.5 cents on the next 620,000 (U.S. Code). TTB's rate table shows the result: still wine of 16% and under pays an effective $0.07 a wine gallon on the first 30,000 wine gallons (TTB). Before a 2020 law (Pub. L. 116-260), the credit went only to producers of not more than 250,000 wine gallons a year (U.S. Code). The lowest still-wine bracket also stopped at 14 percent alcohol, apart from wine removed from 2018 through 2020 (U.S. Code). TTB's historical table shows wine of not over 14% taxed at $0.17 a wine gallon from November 1951 through December 1990 (TTB).

What does Florida law say about wineries, tastings and wine tax?

Florida taxes wine of 0.5 percent up to less than 17.259 percent alcohol at $2.25 a gallon (Florida Legislature), wine of 17.259 percent or more at $3.00 (Florida Legislature) and natural sparkling wine at $3.50 (Florida Legislature). Manufacturers and distributors pay it. Statute text from the 2026 Florida Statutes, as read on November 12, 2026.

• Wine may not be sold in Florida in a container holding more than 1 gallon, unless it holds 5.16 gallons or is a glass container of 4.5, 6, 9, 12 or 15 liters (Florida Legislature).
• A manufacturer that makes or bottles only wine pays an annual state licence tax of $1,000 for each plant or branch (Florida Legislature).
• A licensed Florida wine manufacturer may own or control not more than three vendor's licences, and only on property next to its winery: the statute's route for a winery's own tasting room (Florida Legislature). The same section lets the state issue permits for a certified Florida Farm Winery to hold tastings and sales of Florida farm wines at fairs, trade shows, expositions and festivals. Under s. 564.08, created by chapter 81-160, Laws of Florida, licensed distributors and vendors may hold wine tastings on licensed premises for the public of legal drinking age (Florida Legislature).
• To be a certified Florida Farm Winery, a winery must produce or sell less than 250,000 gallons of wine a year, 60 percent of it made from Florida agricultural products (Florida Legislature). It must keep at least 5 acres of owned or managed Florida land growing what goes into its wine (Florida Legislature), and be open for tours, tastings and sales at least 30 hours a week (Florida Legislature). Certified farm wineries can be recognised as state tourist attractions and get highway signs.

Florida's shipping and delivery rules, in the statutes' own words:

• Section 561.54(1): "It is unlawful for common or permit carriers, operators of privately owned cars, trucks, buses, or other conveyances or out-of-state manufacturers or suppliers to make delivery from without the state of any alcoholic beverage to any person, association of persons, or corporation within the state, except to qualified manufacturers, distributors, and exporters of such beverages so delivered and to qualified bonded warehouses in this state." A court that finds a violation enters judgment for three times the delivery charges proved or the fair market value of the merchandise (Florida Legislature).
• Section 561.545(1): "Any person in the business of selling alcoholic beverages who knowingly and intentionally ships, or causes to be shipped, any alcoholic beverage from an out-of-state location directly to any person in this state who does not hold a valid manufacturer's or wholesaler's license or exporter's registration issued by the Division of Alcoholic Beverages and Tobacco or who is not a state-bonded warehouse is in violation of this section." A repeat within 2 years after a cease and desist order or a prior conviction is a felony of the third degree (Florida Legislature).
• Section 561.57(1): "Vendors shall be permitted to make deliveries away from their places of business of sales actually made at the licensed place of business; provided, telephone, electronic, or mail orders received at a vendor's licensed place of business shall be construed as a sale actually made at the vendor's licensed place of business." Those deliveries may go in the vendor's own vehicles or through a contracted third party, including common carriers. Proof of the recipient's identity and age must be checked and recorded at delivery, and every delivery must comply with s. 562.11 (Florida Legislature), which bars serving alcohol to anyone under 21 (Florida Legislature).

What do YouTube, Google Ads and the FTC require for wine videos?

Google Ads allows alcohol ads in the United States, and ads for drinks of 0.5% alcohol or more must show the ABV on the landing page (Google Ads Help). The policy also bars ads designed to appeal mainly to people under the legal purchase age, and minors may never be shown drinking. YouTube's child safety policy defines a minor as someone under 18 and lists videos of minors drinking alcohol among content that may not be posted (YouTube Help). When a creator ticks YouTube's paid promotion box, YouTube says the disclosure label appears at the beginning of your video (YouTube Help). Policies as read on November 12, 2026.

The FTC's Endorsement Guides, 16 CFR Part 255, in their current form date from July 26, 2023 (eCFR). If a creator was paid in money or free wine, and viewers would not expect that link, it must be disclosed clearly and conspicuously (eCFR). A knowing violation of an FTC rule, such as the rule against fake reviews, can cost up to $53,088 per violation (eCFR). TTB's circular adds that influencer posts a winery pays for are its ads and must carry the federal mandatory statements.

What do the popular winery numbers really say?

Four numbers travel through winery marketing blogs, trade columns and pitch decks: that wine tourism is worth some number of billions, that a set share of wine is bought direct from the winery, that video lifts conversions 80%, and that the U.S. has more than 11,000 wineries. We traced each to the oldest source we could read and say below what that source counted. Several of the usual sources bar automated readers in their terms of use (Silicon Valley Bank’s wine reports on First Citizens Bank’s site, WineBusiness Analytics and Wines & Vines, Grand View Research, WineDirect, Outshinery) or in robots.txt (Allied Market Research), so we did not read them and name them only where a source we could read cites them.

“Wine tourism is worth $X billion”

The U.S. figures come from one series of modelled estimates, made for a trade association of wineries, and each edition disagrees with the last. WineAmerica, the national association of American wineries, commissioned its first national economic impact study from the economist John Dunham’s firm, John Dunham & Associates, in 2017. It put tourist spending at more than $17.6 billion a year (WineAmerica) from nearly 43 million winery visits (WineAmerica). The 2022 edition gave $16.69 billion (WineAmerica) from 49.1 million visits (WineAmerica), and trade press repeated the $16.69 billion as published (Wine Industry Advisor). The 2025 edition gives $14.13 billion (WineAmerica) from 74 million visits (WineAmerica): half again as many visits as in 2022, and less spending.

The visits are not counted. The 2025 methodology says the model gives a winery alone in its county just under 2,280 visitors a year, fitted on data from a few California counties (JDA methodology). Adjusted for winery size and each state’s adult population, that becomes 74.0 million visits (JDA methodology). Borrowing Napa Valley’s figure of about three wineries per trip, the study puts unique visitors at about 21.1 million (JDA methodology), treats 89.7 percent of them as local or regional (JDA methodology), and credits wine tourism with 108,913 direct jobs built from estimated spending, not a job count (JDA methodology). The 2025 study page is not even consistent with itself: its 50-state table, headed 2025, totals 49,175,480 visits (WineAmerica), almost exactly the 2022 figure, not the 74 million in its headline.

The market-research numbers measure something else, a “wine tourism market” whose scope the free pages do not define. Future Market Insights, which sells the report, says U.S. wine tourism generated USD 26.4 billion in 2024 (Future Market Insights) and projects USD 29 billion for 2025 (Future Market Insights), nearly twice WineAmerica’s figure. The global versions spread wider still: a 2025 Vinetur article says estimates for 2024 ran from $10.58 billion (Vinetur) to $51.63 billion, the top one credited to Grand View Research (Vinetur), and explains the gap by what each counted: winery activities only, or food, lodging and culture in wine regions too. Use instead: “WineAmerica’s 2025 study, a modelled estimate for a trade association of wineries, put U.S. wine country tourism spending at $14.13 billion a year.” Do not compare that with a market-research “market size”, or with the study’s own 2017 and 2022 editions, as if they were the same measure.

“X% of wine is bought direct from the winery”

Two different numbers hide behind this claim. One is a channel’s share of the market; the other is a winery’s own sales mix. In an August 2023 column, WineAmerica’s president Jim Trezise wrote that direct-to-consumer “is now 12% of total wine sold in the U.S.” (WineAmerica in Wine Industry Advisor), while calling it a relatively small share of total wine sales in the same piece. The 12% matches the share the Sovos ShipCompliant and Wines Vines Analytics shipping report gave for 2022, 12.0%, and for 2021, 12.1%: wine that wineries shipped to consumers, set against off-premise (store) sales of domestic wine only. It leaves out imports, restaurants and bars, and the releases do not say whether the share is of dollars or of bottles. The newest editions of that report are in the direct-to-consumer section of this page. A 2025 Vinetur article gives the same report’s shipping value for 2021, $4.2 billion, as what “wineries sold … directly” (Vinetur), which drops the tasting-room wine that buyers carry out.

The bigger numbers are a winery’s own sales mix, from Silicon Valley Bank’s yearly survey of wineries as others retell it. Summarizing SVB’s 2025 direct-to-consumer report, Sonoma County Winegrowers wrote that the average winery sells 70% of its production directly to consumers (Sonoma County Winegrowers) and that wholesale has shrunk to about 28% of sales (Sonoma County Winegrowers). Free the Grapes, a coalition for wine shipping, used 70% for a different point: that wineries doing that much of their business direct are profitable, compared with wineries where direct sales are only about 40% of the business (Free the Grapes). We could not check either against SVB’s report, because First Citizens Bank’s terms bar automated access to its site. Use instead: name the measure. “Winery shipments equalled 12.0% of off-premise sales of domestic wine in 2022” is a channel share; “the average winery sold 70% of its production direct” is a sales mix from one bank’s survey of its respondents. Neither is the share of all wine Americans buy.

“Video lifts conversions 80%”

The figure is a best case from one video vendor, EyeView, about a client website, not a winery. In February 2009 EyeView’s blog said viewers of its videos for one client, UMOO, were 80% more likely to become depositing users, comparing viewers with non-viewers (EyeView, archived), which does not test what adding a video does. By August 2010 Unbounce, a landing-page software seller, wrote that a study by eyeviewdigital.com showed video on landing pages can increase conversion by 80% (Unbounce, archived).

The larger later evidence points the other way. Unbounce’s own 2021 analysis of about 35,000 customer landing pages in each of three periods (Unbounce) concluded that video appears to have a minimal or negative impact on landing-page performance (Unbounce). Its April 2025 article of landing-page examples still says landing pages with video can increase conversions by 80% (Unbounce). The wine trade has picked it up without a source: a January 2025 wine club landing-page guide from Highway 29 Creative, a DTC wine marketing agency, says studies show conversion rates can improve by 80% when a video is added (Highway 29 Creative), and an April 2025 guide for wineries from Golden Square Design Studio, a winery website designer, says research shows up to 80% (Golden Square Design Studio). We found no conversion test by a winery behind either. Use instead: “Unbounce’s 2021 study of about 35,000 landing pages per period found video had a minimal or negative effect; we found no conversion test by a winery.”

“There are more than 11,000 wineries in the U.S.”

True of one private database; the count depends on who is counting what. WineAmerica’s studies count winery facilities, so a winery with three sites counts three times: 10,236 in 2017 (WineAmerica), 10,043 in January 2019 on its industry FAQ (WineAmerica), 10,637 in 2022 (WineAmerica) and 10,761 in 2025 (WineAmerica), though the 2025 study page’s own state table totals 10,633 (WineAmerica). In 2023 the association’s president cited Wines Vines Analytics for 11,546 wineries (WineAmerica in Wine Industry Advisor), 49.4% of them making fewer than 1,000 gallons a year (WineAmerica in Wine Industry Advisor). The “more than 11,000” comes from that database, now called WineBusiness Analytics. In February 2026 VinePair, citing it, counted 11,107 U.S. wineries, down 3 percent from 2025 and the third fall in a row (VinePair), 79 of them in Florida (VinePair). WineBusiness Analytics’ terms bar automated reading, so we could not check how it decides what is a winery.

The government counts on this page measure other things again: TTB counts federal wine permits, and the BLS counts wineries (NAICS 312130), which includes the large wine companies, as establishments with paid employees. Neither should be swapped for a database’s winery count. Use instead: “WineBusiness Analytics’ database, as reported by VinePair, listed 11,107 U.S. wineries in 2026, down for a third year”, or one of the federal counts with its definition.

Every popular claim our research pages trace, 925 in all, is on one page: popular video statistics, fact-checked.

How we built this page

We started from the questions people search for about winery video statistics and looked for the organization that actually produced each answer. Every figure on this page sits in an evidence ledger with its source, the exact table or paragraph it came from, the measurement period, the population measured, and the date we checked it. This edition holds 537 figures from 36 publishers.

On November 12, 2026, each sourced figure on this page was re-fetched with the fetch cache cleared and matched against the recorded wording: TTB’s wine statistics files, permit list and pages; BLS establishment and pay counts (Quarterly Census of Employment and Wages open data files), occupation wages and consumer prices (through the BLS data API); Census County Business Patterns, the 2017 and 2022 Economic Census, the Annual Integrated Economic Survey, trade data and population estimates (through the Census data API and data files); the Florida Department of Business and Professional Regulation’s public licence file and licence chart; the Florida Statutes; eCFR, the Federal Register and GovInfo; Google Ads and YouTube Help; SEC filings on EDGAR; Sovos ShipCompliant’s press releases on direct-to-consumer shipping; Gallup; WineAmerica and wine trade press, the latter quoted only as repeaters in the origins section; and journal abstracts (PubMed records re-read through NCBI’s E-utilities, because the pages answer scripts with a bot check). Our YouTube figures come from the YouTube Data API, our permit and licence counts from TTB’s permit list and the Florida licence file, and our filing counts from EDGAR full-text search. One archived 2009 vendor post behind the “80%” claim is copied from our earlier pages and checked by hand, because the vendor’s robots rules bar our agents. We left out sources whose terms or robots rules bar automated access or AI agents: the Wine Institute (its site terms bar robots and scraping), USDA’s National Agricultural Statistics Service, the Florida Department of Agriculture (which certifies Florida farm wineries), the WineBusiness Analytics winery database and Silicon Valley Bank’s wine reports (quoted only as others repeat them, and labelled that way), WineDirect, Commerce7 and several market-research sites. Nothing here is legal, tax, health or business advice.

We only cite the producer: government agencies, regulators, company filings and official posts, and the survey owner's own report. We do not cite statistics roundups, Statista-style aggregators, or salary sites without a public method. We did not bypass paywalls or sign-up forms; where a full report was gated, we used only the figures its publisher states publicly.

Figures marked "our calculation" are arithmetic on the cited numbers, and anyone can reproduce them:

This edition contains no Mark Studios customer data.

Limitations

• Winery counts differ by counter. TTB lists permits (one per bonded wine premises, including bonded cellars that only store or bottle, and cider makers) and, separately, the permit holders that file operations reports. BLS and Census count establishments with paid employees in NAICS 312130, Wineries, which includes the large wine companies and leaves out wineries with no payroll. WineAmerica and the WineBusiness Analytics database keep their own lists. Compare a count only with the same series.
• Florida is a small wine state. Its wineries are mostly muscadine, fruit, honey and urban wineries, and Palm Beach, Broward and Martin counties each have a handful, so one opening or closing moves their rates per 100,000 residents. BLS withholds some county jobs and pay, and TTB withholds Florida’s taxable removals for 2021 to 2025.
• Licences and permits are not tasting rooms. A Florida Manufacturer of Wine licence or a TTB permit is a permission. We counted licences in the state’s download file by its own county code and TTB permits by premises ZIP code; DBPR publishes no key to its status codes, so “current” is our reading of them.
• Direct-to-consumer shipping figures come from a seller. Sovos ShipCompliant sells shipping-compliance software to wineries; its report covers wine shipped by wineries to consumers, not tasting-room or wine club pickup sales, and its full method sits behind a sign-up form. We quote only what Sovos printed in its own press releases.
• Wages cover more than wineries. OEWS does not publish NAICS 312130; its occupation figures are for beverage manufacturing (312100), which also holds breweries, distilleries and soft-drink makers.
• Our YouTube read follows YouTube’s ranking. The 533 videos are what YouTube’s search returned for ‘winery’, ‘vineyard tour’ and ‘wine tasting’ (the top 200 results for each, sorted by views, with no country filter) on November 11, 2026, the day before publication. It is not a census of winery video, and a global view-sorted search does not surface local wineries. View counts are lifetime snapshots and include paid views. We read titles and channel text, not the videos themselves. Personal uploads by private people are published only as a class and counts.
• Filings count words. EDGAR full-text search finds a phrase, not a topic. We read every hit from 2024 to November 12, 2026 by hand. Only a handful of U.S.-listed companies are wineries, so the filings describe a few large and mid-sized producers, not the typical small winery.
• Studies are small and scattered. Most peer-reviewed winery studies survey one country or region (Spain, Portugal, Australia, Mexico), and the social media studies look at hashtags and brands rather than wineries’ own channels. Each study is labelled with its year, place and sample. Rules are reported as we read them on November 12, 2026; this is not legal advice. Every “earliest we found” in the origins section rests on web pages, trade press and filings; newspaper databases were not searched.

How to cite this page

For a single figure, cite the original publisher named next to it, and link here if the verification trail is useful to your readers. Each figure has its own anchor, so you can link straight to it, for example https://www.markstudios.com/research/winery-video-statistics#WRK-001. To cite the page as a whole:

Mark Studios. "Winery Video Statistics." Last verified Nov 12, 2026. https://www.markstudios.com/research/winery-video-statistics

@misc{markstudios_winery_video_statistics_2026,
  author = {{Mark Studios}},
  title = {{Winery Video Statistics}},
  year = {2026},
  month = nov,
  url = {https://www.markstudios.com/research/winery-video-statistics},
  note = {Last verified 2026-11-12}
}

Our calculations and the evidence table are free to reuse with attribution and a link to this page. Each underlying figure remains the claim of its original publisher, and some publishers ask for a link when their figures are reused.

Sources

Download the evidence table (CSV)

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37. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-12.
38. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-12.
39. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-12.
40. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 (2026). Accessed 2026-11-12.
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60. U.S. Bureau of Labor Statistics, Consumer Price Index for All Urban Consumers (CPI-U): All items in U.S. city average, Series CUUR0000SA0 (2016-01). Accessed 2026-11-12.
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110. Free the Grapes (wine-shipping consumer coalition; repeater of SVB), Impact of Winery-to-Consumer Direct Shipping Highlighted by Silicon Valley Bank's 2025 Direct-to-Consumer Wine Report (2025-06-26). Accessed 2026-11-12.
111. EyeView Digital (video production and testing vendor; sold the videos it tested), UMOO - a prime beef example of EyeView's success (2009-02-10). Accessed 2026-11-12.
112. Unbounce (landing-page software seller), The benefits of using video on landing pages (2010-08). Accessed 2026-11-12.
113. Unbounce (landing-page software seller; analysis of its own customers' pages), Video on landing pages means more conversions, right? Wrong. Here's why (2021-08-26). Accessed 2026-11-12.
114. Unbounce (landing-page software seller; repeater), 15 high-converting landing page examples (+ why they work) (2025-04-06). Accessed 2026-11-12.
115. Highway 29 Creative (DTC wine marketing and website design agency; repeater), Crafting the Perfect Wine Club Landing Page (2025-01-17). Accessed 2026-11-12.
116. Golden Square Design Studio (winery website design studio; repeater), How to Incorporate Video Content Correctly on Your Website: A Guide for Wineries and Vineyards (2025-04-23). Accessed 2026-11-12.
117. WineAmerica (national trade association of wineries), United States Wine and Grape Industry FAQS (2019). Accessed 2026-11-12.
118. WineAmerica (national trade association of wineries); study by John Dunham & Associates, The Wine Industry Boosts the American Economy by $323.55 Billion in 2025 (press release) (2025-05-20). Accessed 2026-11-12.
119. VinePair (drinks media; repeater of WineBusiness Analytics), The States With the Most Wineries in 2026 [MAP] (2026-02-12). Accessed 2026-11-12.

Update policy and change log

We re-verify every figure quarterly and when a major source publishes a new edition. The next scheduled review is February 2027. Corrections go to contact@markstudios.com.

• Nov 12, 2026: First published with 537 figures from 36 publishers, each checked against its original source.