Is cannabis putting a cork in wine explores crashing wine sales and cannabis replacing drinking occasions. In recent years, data from industry surveys and academic research have sparked a compelling debate: Is cannabis putting a cork in wine? Across markets in North America and beyond, wine sales have softened, while cannabis consumption—particularly in legalized regions—has surged. The overlap between these trends points to shifting consumer preferences and a possible substitution effect is rippling across hospitality, retail and cultural events. Wine, long a staple of American social life and a cornerstone of the global beverage industry, is experiencing headwinds. Wine volumes have plateaued or declined in many mature markets as drinkers moderate their alcohol intake and younger generations skip traditional drinking occasions. According to market research, global wine demand hit its lowest levels in decades in 2024. U.S. survey data found a notable portion of regular wine consumers report drinking less wine, with some reducing consumption in favor of alternatives including cannabis products. Younger adults aged 21–34, in particular, are more likely to consider cannabis as a reasonable alternative to wine for social and relaxation occasions.

Cannabis consumption has escalated rapidly since legalization in many states. For the first time, daily or near-daily marijuana use in the U.S. has surpassed similar levels of alcohol consumption, signaling a shift in recreational habits. Surveys indicate more than half of cannabis consumers report drinking less alcohol—or none at all—after incorporating cannabis into their routines, suggesting cannabis is substituting for alcoholic beverages in many social contexts. Industry analysts have documented a substitution effect, where greater access to cannabis and cannabis-infused beverages correlates with declines in wine and beer sales in certain local markets. One report noted in regions with cannabis products readily available, more consumers are choosing cannabis over alcohol in casual settings. Academic research supports this trend, showing a negative association between wine consumption and cannabis use, particularly for social drinking occasions. This substitution seems strongest for lighter wines like rosé and sparkling varieties, which historically have been popular with younger drinkers. The potential shift from wine to cannabis has implications beyond producers’ sales reports. Restaurants, wine bars and tasting rooms are adjusting to changing customer behavior, with some offering cannabis-infused drinks alongside or in place of traditional wine lists where local laws permit. Retailers once relied on wine sales for a significant portion of revenue are exploring cannabis accessories and complementary products to capture consumer interest. Wine festivals and tastings—long a draw for tourism and local economies—are confronting attendance shifts as some participants opt for cannabis-centric events instead. Even promotional calendars are evolving to include “weed and food pairings” and other hybrid experiences reflect broader lifestyle trends. As both industries adapt, the interplay between wine and cannabis continues to unfold, with consumer habits driving change at every level of the food and beverage ecosystem.

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