> ## Content Index
> Fetch the complete content index at: https://bevnews.net/llms.txt
> Use this file to discover other available public pages before exploring further.

# WSWA's SipSource Sees W&S Sales Stabilizing but Not Rebounding Ahead of Holidays
- URL: https://bevnews.net/wswas-sipsource-sees-w-s-sales-stabilizing-but-not-rebounding-ahead-of-holidays/
- Published: 2026-10-27T20:40:55.000Z
- Updated: 2026-10-27T20:40:55.000Z
- Author: Joel Whitaker
- Tags: SipSource, Sales

There was good news and bad news as **Wine & Spirits Wholesalers of America**'s SipSource analysts presented their assessment of the holiday season outlook. 

The good news: Declines are easing. The bad news: They project stabilization rather than a return to growth.

Core spirits volume fell 2.5% over the latest three months versus a year ago, an improvement on the 4.1% decline over the past 12 months. Wine remains under heavier pressure, with 12-month volume down 8.0%. Both categories face easier comparisons in the fourth quarter after a weak holiday 2025, when spirits volume fell 5.5% and wine fell 9.4%.

“The holidays will be good for some parts of the business and harder for others,” said SipSource analyst **Danny Brager**. “We’re seeing real signs of stabilization, and the soft comparisons of year ago should work in our favor this quarter. But consumers are being far more selective with their spending, and until economic conditions improve, we don’t expect that to change.”

**Where the Growth Is**

Several spirits segments have turned positive in recent months. Over the latest three months, depletion volume rose 6.6% for Irish whiskey, 2.5% for tequila and 1.4% for cordials and liqueurs. U.S. whiskey, rum and gin continue to decline, but at a slower rate than their 12-month trends. 

Champagne, Prosecco and Sauvignon Blanc continue to lead the wine category. Among wines priced $9 and up, 12-month revenue grew 8.1% for white blends, 6.4% for Malbec and 4.5% for Sauvignon Blanc. Merlot (-12.4%), Zinfandel (-8.7%) and red blends (-8.2%) posted the largest declines.

 Wine priced at $16 and above is holding up comparatively well. Value wines below $13 remain the largest drag on the category. SipSource analysts said the gap between volume and revenue trends at higher price tiers likely reflects discounting, which gives shoppers the opportunity for strong value this season.

**Where Consumers Are Buying**

Bars and restaurants continue to perform better than retail stores, although revenue declined in both channels. Over 12 months through September, on-premise wine and spirits revenue fell 2.5%, compared with a 5.6% decline for off-premise. Lodging, recreation and transportation venues are the strongest on-premise performers, while convenience stores lead off-premise.

Shoppers are shifting to smaller package sizes. Over 12 months, off-premise spirits revenue for sizes under 750 ml rose 8.1%, driven largely by ready-to-drink (RTD) cocktails, while revenue for 750 ml and larger sizes fell 6.1%. Analysts expect small formats to sell well as stocking stuffers.

**Ready-to-Drink Cocktails: Still Growing, But Slowing**

RTD products are now a $14 billion off-premise business, large enough that SipSource now analyzes them as a fourth category alongside beer, wine and spirits. Spirits-based RTD sales reached $4.0 billion over the latest 52 weeks, up from $1.0 billion in 2021, and 11 of today's top 30 spirits brands by volume are RTDs.

Spirits RTD dollar sales rose 23.1% over the latest 52 weeks, compared with 16.6% over the latest 13 weeks. Brand turnover remains high: 60% of today's top 15 RTD brands were not on the list in 2021\. (Data from NIQ covering 52 weeks ending Oct. 3, 2026 of Beer, Wine/Spirits RTDs Total U.S. Off-Premise Measured Channels.)

**What Comes Next**

SipSource expects trends to continue stabilizing through 2027, with improvement but not overall category growth. Analysts expect retailers to keep tightening shelf space, while businesses across all three tiers continue reducing inventory. Wholesale inventories are down 4.5% from a year ago, but the inventory-to-sales ratio remains at 1.63, well above the 1.13 typical from 1992 to 2006.

 “Holiday 2026 is going to tell us a lot about 2027,” said **Dale Stratton**, SipSource analyst. “The economy is the single biggest wild card. Moderation, wellness and a more choiceful consumer are all part of the picture, and the businesses that understand those occasions will be best positioned to succeed.”

“Wholesalers see the market in real time across every channel and state where they operate, and SipSource puts that view in our members’ hands,” said WSWA President/CEO **Francis Creighton**. “The numbers are difficult, but clear data helps the industry make better decisions about what comes next.”