The U.S. wine industry is struggling. But don’t tell that to wine-focused restaurant concepts.
Chains that center on wine were among the most successful in the casual-dining sector last year. Of the top 25 fastest-growing casual chains by sales, four were wine concepts, according to data from Technomic’s Top 500 Chain Restaurant Report.
Sixty Vines and Postino Wine Cafe each saw sales jump more than 24% compared to the prior year. Sales at Barcelona Wine Bar rose 16.8%, and they were up 12.5% at Cooper’s Hawk Winery & Restaurants. That was well above the 5.9% average sales growth for upscale, varied menu casual chains last year, per Technomic.
And it came despite a broader downturn in the U.S. wine market. Wine sales at restaurants, bars and stores fell 6.2% year over year in 2024, and volume was down 7.2%, according to SipSource.
At restaurants, overall alcohol sales were down slightly, according to Technomic data, but wine declined more than beer and spirits. Consumers responded to higher overall menu prices by ordering fewer drinks or trading down to lower-priced options, said Donna Hood Crecca, senior principal at Technomic. Gen Z’s lack of interest in alcohol compared to other generations has also been a factor.
On top of that, consumers dined out less, period, in 2024, largely due to inflation. Casual-dining sales rose just 1.4% last year, lower than the rate of menu price inflation, according to Technomic. Wine-heavy fine dining did only slightly better: Sales were up 2.4% in that segment.
But casual-dining wine chains defied these odds, in part by tackling some of the very issues that make wine sales challenging, Crecca said.
She noted that Technomic’s research shows that many consumers are intimidated by wine and put off by the prices. The brands doing well tend to focus on making wine more approachable, with laid-back atmospheres and helpful staff.
“These chains present a very welcoming environment in which to explore wine, and they invest heavily in training their bartenders and servers to help the guest navigate the offering to learn and find something they like,” Crecca said.
The winning wine concepts also turn wine into an experience, which is something consumers have gravitated toward post-pandemic. Things like samples, flights, wine clubs and special events encourage interaction and engagement. These chains may also serve exclusive wines that are unique or local, and wine and food menus are often designed to complement each other.
“All of this helps consumers see value in the wine pricing, be it by the bottle or by the glass,” Crecca said.
Wine also can signal luxury, which could help wine concepts stand out from the muddled middle of casual dining.
“Calling something a ‘winery’ is appealing for diners,” noted Kevin Schimpf, director of industry research at Technomic. “It makes them feel like they’re getting an upscale experience.”
This may appeal to customers who want a fancier option that won't break the bank. The average check at the four brands highlighted ranges from about $38 at Cooper's Hawk to $44 at Barcelona, according to Technomic data.
More generally, Technomic has found that concepts that are clearly defined and differentiated and execute well tend to do better. “These chains fall into that category,” Crecca said.
Here’s a look at the four standout wine concepts on this year’s Top 500 ranking. All data is from Technomic.
Cooper’s Hawk Winery & Restaurants
Top 500 ranking: 90
2024 sales: $605.3 million
2024 units: 66 (+4 year over year)
The Downers Grove, Illinois-based upscale-casual concept makes its own wine and is known for its large wine club, which numbers about 600,000 members. Members receive one to three bottles of wine per month and also get access to wine tastings, monthly dinners and other perks. Each Cooper’s Hawk has a tasting room and a retail shop on-site.
Postino Wine Cafe
Top 500 ranking: 289
2024 sales: $122.1 million
2024 units: 30 (+5)
The laid-back wine bar concept is designed for chill hangouts and invites customers to “manifest a whole mood.” It has a wine club, the Wine Cult, that offers seasonal releases and a free glass of wine every month, among other benefits. On the food side, it specializes in snacks and its popular bruschetta boards.
Barcelona Wine Bar
Top 500 ranking: 298
2024 sales: $117.5 million
2024 units: 24 (+2)
The Connecticut-based chain has one of the largest Spanish wine programs in the U.S., with 40 wines by the glass and about 500 by the bottle at each location. Though the wine list is roughly the same across all of its restaurants, the food menu differs: Each location has its own executive chef who creates the menu every night.
Sixty Vines
Top 500 ranking: 391
2024 sales: $83 million
2024 units: 13 (+4)
Sixty Vines offers a rotating lineup of 60 wines that are served on tap from kegs, which it says provides better-tasting wine and is more sustainable than bottles. The concept invites exploration, as wines come in a variety of serving sizes starting with 2.5-ounce samples. The food is “wine country-inspired” and paired with whatever is on tap.
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.