San Diego County Wine Industry Shows Resilience Despite National Slowdown, Report Says

SAN DIEGO, CA — San Diego County's wine industry remained stable in 2025 despite rising costs, soft national wine sales and broader industry challenges, according to a report released Wednesday by the San Diego County Vintners Association.

The State of San Diego Wine Industry 2026 report found that local wineries benefited from a strong 2025 harvest, stable consumer demand and renewed hiring plans even as wineries nationwide faced cost inflation, slowing sales, and a grape oversupply.

"San Diego wineries prove that great winemaking and real hospitality are what keep a wine region healthy," San Diego County Vintners Association Board President Al Fischer said in a statement. "The broader market is going through some changes right now, but our region just keeps adapting with discipline and creativity."

A total of 172 active and planned wineries call San Diego County home. These vintners grow 43 wine grape varieties, with the most common being Cabernet Sauvignon, Malbec, Merlot and Sangiovese.

Two-thirds of San Diego wineries rated the 2025 harvest as "good" or "excellent," according to the report.

The report found 24% of wineries plan to add staff in 2026, primarily in hospitality and direct-to-consumer sales roles. Industry wages in San Diego also posted modest gains, while wages in Napa and Sonoma counties have plateaued or declined since pandemic-era highs.

Median tasting fees remained at $20, below the national average of $38, helping maintain the region's reputation as an affordable wine destination, the report said.

The association is celebrating San Diego Wine Week through Sunday, culminating with its annual wine festival at Bernardo Winery.