01Decanter·
Texas High Plains grape growers face market pressure despite quality gains
- Texas wineries gorged on High Plains fruit during pandemic sales surge from 2020 to early 2023, then pulled back sharply as inventories backed up and consumer demand softened.
- Growers now tier farming investment by contract status: fully contracted blocks receive premium care; uncontracted fruit gets minimal attention to maintain vine health only.
- Multi-year contracts have eroded in favor of spot-market purchases at harvest, forcing growers to farm without certainty and wineries to gamble on lower prices.
- A March 2025 freeze reduced yields across both regions, which some growers view as a painful reset that could rebalance supply and demand.
Reported byDecanter