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An Economic Survey of the Wine and Winegrape Industry in the United States and Canada

The wine industry in the United States and Canada is new by Old World standards but old by New World standards. The industry has had several rebirths, so specifying its age may depend on the purpose of the investigation. In the colonial and post-colonial period up through the middle of the 19 th Century, it was a relatively tiny industry with imports accounting for almost all of the still meager consumption of quality wine in the region (Winkler, et al.). There was gradual development in the latter half of the 19 th century, but wine production in the United States and Canada only began to develop significantly with the expansion of the California industry early in the 20 th century (Carosso; Hutchinson). Then the industry needed to be recreated after the prohibition era from 1920 to 1932. More recently, in a sense, the industry was reborn again thirty or so years ago with an aggressive movement towards higher quality. The geography of the industry is relatively simple. Despite some wine and winegrape production in Canada and most states in the United States, California is the location of more than 90 percent of grape crush and about 85 percent of the wine production in North America (Wine Institute). Therefore, most of the discussion of grape and wine production in this chapter focuses on California. The discussion of demand and policy issues, of course, covers all of the United States and Canada. This chapter begins with a very brief outline of the history of wine production and consumption in the United States up through roughly 1990. The expansion of the industry up to the prohibition era and the climb back after prohibition are the main parts of this story. We then turn to the demand side to consider recent data on wine markets, including information on demand by quality, and the domestic and import sources of wine consumed in the United States and Canada. Only relatively thin evidence is available on the response of quantity or