State of the U.S. Wine Industry 2026
Silicon Valley Bank released its annual State of the U.S. Wine Industry for 2026. While U.S. wine demand continues to decline, the pace of contraction is slowing, creating opportunities for the industry to right-size production and adapt to evolving consumer behavior. Below are some of the key findings:
- Declining volume, value compression and persistent oversupply remain in place, yet the rate of deterioration will begin slowing in 2026.
- There is a growing divide characterized by the separation between wineries that adapt and those that remain tethered to the previous era of strong growth.
- 2026 will mark the point in this correction where some growers and wine companies that have struggled for the past five years will publicly capitulate and exit.
- The decline in total U.S. wine volume is expected to persist into 2026, but the steepest contraction appears behind us.
- Demand softness will continue across price tiers, particularly below $12.
- The “demographic drag” that has defined the past several years will begin to ease as the population of 30–45-year-old consumers moves deeper into wine-friendly life stages.
- Premium wineries will face ongoing headwinds, including weaker wine club retention, lower tasting room conversion rates and rising price resistance.
- New paths to promote and sell wine are necessary.
Read the Report
Washington County Hotel Performance 2025
Washington County’s hotels closed 2025 with an average occupancy of 62.9%. While this represents a 9.5% decrease compared to 2024, the market maintained steady room demand throughout the year. Average daily rate declined 5.8% to $127.33, contributing to a revenue per available room of $80.14. These results reflect a year of rate and occupancy adjustment following stronger prior-year performance.
Boost Tourism Events and Visibility with ETV Grants
Explore Tualatin Valley is now accepting applications for two tourism grant opportunities.
The ETV Tourism Sign Grant Program offers up to $2,500 in reimbursable funding for OTIC-approved highway signage. Applications are now through June 12, 2026, with awards issued by late June 2026.
The Heart and Inspiration Event Award provides up to $5,000 per event to support public, visitor-facing events that drive tourism, economic impact and cultural vibrancy. Applications are now open through March 31, 2026, for events held June–October 2026.
Eligibility varies by program and is limited to Washington County-based organizations and businesses.
Event Grants
Tourism Sign Grants
Travel Oregon’s Wine Country License Plates Matching Grants
Applications will be accepted through Feburary 19
The Oregon Wine Country License Plates Matching Grant Program is accepting applications starting at 2 p.m. today. An online information session will be held Tues., Jan. 27, at 1 p.m. Please read the guidelines before attending.
