Many producers staved off price increases when U.S. alcohol sales are already suffering from affordability issues, the rise of alternatives like cannabis drinks and shifting drinking habits.

Francis Creighton, CEO of trade body Wine & Spirits Wholesalers of America, said its members were helping ​customers refresh their wine lists and cocktail programs, including by offering domestic alternatives.

California wine brand Josh Cellars saw sales rise 8.3% in the 13 ​weeks to mid-March, while the ⁠wine category was down 3.6% – a performance that Dan Kleinman, chief marketing officer at brand owner Deutsch Family Wine & Spirits, at least partly puts down to tariffs on imported rivals.

Meanwhile, Deutsch Family Wines has kept its prices on Josh Cellars as well as imported brands in its portfolio steady.

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