01Decanter·
Texas High Plains growers struggle as wine sales soften after pandemic surge
- Texas wineries saw explosive sales growth from 2020 to early 2023, then demand softened and inventories backed up, leaving High Plains growers with unsold fruit.
- Growers now receive vastly different farm investment depending on contract status: fully contracted blocks get premium care; uncontracted fruit gets minimal maintenance to preserve vine health.
- Multi-year contracts have become rare; wineries increasingly wait until harvest to buy cheaper fruit on the spot market instead of committing upfront to High Plains growers.
- A March 2025 freeze reduced yields significantly, which some growers view as a painful market reset that could rebalance supply and demand.
- Younger vineyard operators like Connor Wilmeth, 33, are building East Coast distribution networks and formal grape contracts with deposits to stabilize sales beyond local Hill Country wineries.
Reported byDecanter