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Turrentine Market Update, June 2025

Navigating Uncertainty

by Steve Fredricks

"Uncertain" is the word most people are using to describe the current wine market. This sentiment applies to everything from the long-term outlook for wine consumption and vineyard acreage, to the projected size of the 2025 harvest and the immediate future of the bulk wine market. These inherent market uncertainties are further complicated by external tariff and trade issues impacting the broader economy. 

This cloudy picture has led to delayed decision-making, with bulk wine and grape purchases remaining conservative. Buyers are cautious when adding additional inventory, resulting in soft bulk wine and grape prices. This oversupply cycle is proving to be the most challenging the industry has faced in decades. 

Despite the persistent oversupply and low prices, the market is evolving, particularly on the supply side. We're seeing vineyard acres removed or unfarmed, bulk wine sold at low prices, and exciting innovation in wine styles and price points aimed at capturing consumer attention. While these efforts by growers and wineries are undoubtedly reducing supply, their full impact has yet to be reflected in the market. 

The following update aims to bring some clarity to the bulk wine and grape markets by highlighting these supply-side adjustments and illustrating how the wine business is working to navigate this challenging cycle.

In This Issue

  • Bulk Market 3
  • Cabernet Sauvignon 3
  • Chardonnay 4
  • Pinot Noir 4
  • Pinot Grigio 5
  • Sauvignon Blanc 5
  • Grape Market 5
  • North Coast 6
  • Central Coast 6
  • San Joaquin Valley 6
  • Conclusion 7
  • Turrentine on the Road 7
  • 2024 Crop Contest Results 8
  • Market Opportunities 10

Read the full report

Grape Market Bulk Wine

From Surplus to Strategy: Grape Market Challenges

Our latest Sustainable Winegrowing podcast episode brings together two of Turrentine Brokerage’s leading experts—Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker—to explore how the wine industry can navigate a market defined by oversupply, shifting demand, and the growing push for sustainability.

Listen to the full episode

Play Episode 269: From Surplus to Strategy

Meet Your Hosts

Audra Cooper

With nearly two decades at Turrentine Brokerage, Audra leads our grape brokerage team. A Central Coast native with a background in Agricultural Economics (CSU Fresno) and strategic management, Audra champions data-driven strategies to keep clients ahead of market shifts.

Eddie Urman

A Paso Robles native and Cal Poly alum, Eddie brings over ten years of vineyard management and brokerage experience to his role as Central Coast Grape Broker. Known for his deep grower relationships and hands-on market analysis, Eddie helps clients turn changing supply and demand into opportunity.

Key Takeaways

  • Understanding Oversupply
    The current climate of surplus fruit calls for creative solutions—bulk wine trades, multi-year contracts, and strategic vineyard removals to rebalance supply.
  • Sustainable Certification as a Business Lever
    Buyers increasingly require SIP or other sustainability certifications. Not being certified can immediately halve your potential buyer pool.
  • Regional Dynamics Matter
    Varied growing regions face unique challenges—from water stress in the Central Coast to labor concerns in the North Coast—requiring tailored brokerage approaches.
  • Innovate Through Collaboration
    Industry partnerships, shared research, and marketing alliances strengthen resilience against market fluctuations.
  • Future Trends
    Bulk wine market shifts, consumer preference for sustainably produced wines, and digital matchmaking platforms are all set to redefine brokerage in the coming years.

Why It Matters for Growers & Wineries

In an industry where planting decisions happen years before harvest, staying ahead of market trends is non-negotiable. Audra and Eddie share actionable strategies to:

  • Optimize vineyard contracts
  • Maximize returns on surplus fruit
  • Enhance market access through sustainability credentials
  • Build long-term partnerships across regions

Whether you’re a grower planning next season’s tonnage or a winery looking to source quality fruit, this episode delivers the insights you need to turn today’s challenges into tomorrow’s opportunities.

Sustainable Winegrowing Grape Market

Historic, Low Grape Crush Reported: Analysis with Turrentine Brokerage on American Vineyard Live

American Vineyard Magazine hosted a special livestream webcast on February 21st, featuring representatives from Turrentine Brokerage providing a detailed analysis on the 2024 CDFA Grape Crush Report. The webcast was recorded and can now be viewed for free here. Watch now as Turrentine representatives share key insights on using the results of the report to make informed, critical business decisions moving forward, with wine market perspectives from the North Coast, Central Coast, Northern Interior and Central Valley wine regions.

Turrentine Market Update, February 2025

2.84; 20 Year Floor

By Steve Fredricks

As we have reported over the last several days, the California's 2024 wine grape harvest was significantly lower than recent years, representing the smallest crop since 2004. This decline is attributed to a reduction in grape acreage, lack of demand for grapes, and statewide heat waves, with the heat having an especially strong impact on the crop size in the Central Valley and the Central Coast. White grapes crushed were nearly equal to reds in 2024 with a difference of just 33k tons between them. For perspective, going back through 2000, red grapes were on average about 500,000 tons greater. This signifies weak grape and wine demand, acreage removals for red grapes, and a consumer preference shift toward white wines. The majority of this difference in tons crushed was due to the fewer red grapes harvested in the southern interior and in the Central Coast. Central Valley white varieties available late in the season were sold for use in concentrate. 

Of the key grape varieties where there was a significant reduction in tons crushed, Cabernet Sauvignon had the most notable decrease compared to both last year and the five-year average. Sauvignon Blanc, particularly in the Central Coast, was impacted by heat leading to lower yields. There was also a decrease in tons crushed due to heat for Central Coast Pinot Noir and, to a lesser extent, Chardonnay. 

Despite the historically record low demand for grape contracts in 2024, the preliminary average price per ton is the second highest on record, surpassed only by 2023. This seemingly paradoxical situation is due to the majority of grapes being under a multi-year contract signed in previous years, some of which include price escalation clauses, and the fact that fewer tons were contracted in 2024 with tons going unharvested or custom crushed by growers. These unsold and unharvested grapes are not included in the Crush Report’s calculation of average prices, resulting in artificially high district average prices. Despite a very light crop, the industry will continue to face ongoing oversupply issues in the near future. This is perhaps best illustrated by Turrentine’s statewide bulk wine graph, which shows near record volumes actively for sale. Even before the 2024 vintage lots were starting to be listed in October, roughly 22 million gallons were available—more than at the peak of any of the last 20 years, except for 2023 and after the record 2018 harvest (nearly 4.3 million tons crushed). The industry is still correcting via acreage removals and trying to gauge the current level of consumer demand to find a new equilibrium. Further bulk wine and casegood inventory reductions are likely, and we are seeing increased discounting by wineries for both bulk wine and casegoods to accelerate this process. However, until consumer sales stabilize, or even rebound, continuing challenges are likely.

In This Issue

  • Crush Report Analysis 2
  • Bulk Market 3
  • Cabernet Sauvignon 4
  • Sauvignon Blanc 5
  • Pinot Noir 5
  • Chardonnay 5
  • Conclusion 6
  • Turrentine on the Road 6
  • Market Opportunities 9

Read the full market report

Grape Market Bulk Wine

Turrentine Brokerage at WiVi Central Coast 2025: Join Us!

Turrentine Brokerage is proud to be a sponsor and exhibitor at WiVi Central Coast 2025, the conference and trade show for the Central Coast wine industry. This must-attend event is happening on March 13, 2025, at the Paso Robles Event Center, bringing together top professionals, growers, and wineries to discuss key market trends and innovations.

Our team will be there to connect with industry leaders and share insights into the current grape and bulk wine market. Representing Turrentine Brokerage at WiVi will be:

  • Audra Cooper – Director of Grape Brokerage
  • William Goebel – Bulk Wine Broker
  • Eddie Urman – Central Coast Grape Broker

This is a great opportunity to stop by our booth, catch up with our brokers, and discuss how Turrentine can help you navigate the 2025 harvest season and beyond. Whether you’re looking for strategic market insights, assistance with grape or bulk wine sales, or just want to say hello, we’d love to connect with you!

In addition to networking, WiVi Central Coast features educational seminars, exhibitor showcases, and industry networking designed to keep you informed and prepared for the evolving wine market.

We look forward to seeing you at WiVi! Be sure to visit the Turrentine Brokerage booth and connect with our team.

For more details and to register, visit WiVi Central Coast.

Unlocking the 2024 Grape Crush Report: Join the Turrentine Grape Team Live Stream

The Turrentine Brokerage Grape Team is ready to break down the 2024 Grape Crush report for you in a special live-streamed event hosted by American Vineyard Magazine. This is your opportunity to gain insights into what the numbers mean for growers, wineries, and the wine industry at large.

Why?

The Grape Crush Report is a key market indicator, influencing decision-making for vineyard owners, grape buyers, and wine producers. With shifting trends in grape supply, pricing, and demand, it’s essential to have a clear understanding of how the market is shaping up for 2024 and beyond.

Event Details:

Date: Friday, February 21, 2025
Time: 10:00 AM PST
Where: Online live stream
Register Here: 
Click to Sign Up

What You’ll Learn:

Key statistics and trends from the 2024 Grape Crush Report
Regional breakdowns of supply, demand, and pricing
Expert analysis from the Turrentine Grape Team
Market predictions for the 2025 harvest and beyond

Whether you’re a grower, winemaker, or industry professional, this is a must-watch event to stay informed and ahead of market trends. Don’t miss out—register today!

Grape Crush Report

Lightest Crop in 20 Years, 2.844 Millions Tons

NOVATO, CA  -  “The fact that the 2024 California wine grape crop was 2.844 million tons is nothing short of shocking. Although the 2024 crop was generally light, and overall demand was lackluster, the industry has not seen a crop this low since 2004,” according to Audra Cooper, Director of Grape Brokerage of Turrentine Brokerage. With grape acreage being removed (and the process continuing), and growers employing mothballing techniques on some of their less marketable blocks, the question now arises: Do we have enough wine grapes for the future growth of the California wine business?


According to Brian Clements, Vice President of Turrentine Brokerage, “The 2023 harvest of 3.685 million tons was a major contributing factor to the industry’s oversupply, despite the approximately 325,000 tons of grapes that were left unpicked due to quality concerns and heavy yields. 2024 brought a historically lighter crop of 2.844 million tons, yet approximately 100,000 tons were still left unharvested, signaling ongoing challenges for buyers and sellers as we continue to navigate the 2025 market.” 

Currently, the California wine industry is facing an unprecedented downturn driven by economic pressures, changing consumer preferences, and an emerging generation that favors alternative beverages over traditional wine. “With this in mind,” Steve Fredricks, President of Turrentine Brokerage states, “district average prices do not completely capture the challenged 2024 grape market, as the majority of grapes harvested and reported in Table 4 were contracted in previous years.” In reality, the spot market showed significant softness, evidenced by the substantial volume of bulk wine available from various regions. 

“Some double-edged news was contained in the crush report”, according to Cooper; “The total California Cabernet Sauvignon crop was down 31% from 2023 and 22% from the five-year average. While damaging to those who grow Cabernet Sauvignon, this decrease is helpful in balancing the oversupply from previous vintages.” 

The total tonnage of grapes crushed in the North Coast also reflects this market slowdown, decreasing from 576,744 tons in 2023 to 483,424 tons in 2024, a 16% decrease. This reduction stemmed from significantly lower winery demand and substantial crop losses due to late-season heat waves. 

The average price per ton for Napa Cabernet Sauvignon fractionally decreased from the previous record high of $9,067 in 2023 to $8,969 in 2024, as reported in the preliminary report. “This decrease was largely influenced by contracted grapes from prior years still under term in 2024,” according to Christian Klier, North Coast Grape Broker of Turrentine Brokerage. 

Mother Nature brought multiple heat waves, significantly impacting the Central Coast’s 2024 grape harvest and resulting in historically lower yields per acre across most varieties. Sauvignon Blanc served as an early indicator of this decline, with extraordinarily light yields, especially in Paso Robles and Monterey County. Despite new acreage coming into production, the Central Coast Sauvignon Blanc crop reached only 18,176 tons—a dramatic 32% decrease from the previous year. Despite these light yields, there has been little early demand on the bulk wine market, which is a statewide trend. District 8 Cabernet Sauvignon production also suffered dramatically, falling to 55,146 tons, the lowest since 2015. According to Eddie Urman, Turrentine’s Central Coast grape broker, this prompted “late-season replacement demand,” as wineries sought to fulfill supply needs. 

Monterey County growers and wineries experienced similar challenges, with Pinot Noir and Chardonnay yields falling 15% and 17%, respectively, below the five-year average. These varieties faced a challenging market due to weak demand, reflected in a district average price of $1,158 for Chardonnay. 

The Central Valley experienced its smallest wine grape production in 20 years. This decline resulted from a combination of factors, including continued decreased demand leading to unharvested grapes, the most significant vineyard removals in the state, and heat waves this past summer. While there was limited late-season demand for white varieties, primarily for concentrate, there was very little demand throughout the year for red varieties. According to Mike Needham, Central Valley Grape Broker for Turrentine Brokerage, “A leading example is Cabernet Sauvignon, which decreased in volume by 29% in Lodi and 36% in the southern interior compared to 2023. It was further exemplified by the lowest Lodi Chardonnay crop since 2001.” 


About Turrentine Brokerage 

Turrentine Brokerage, founded in 1973, serves as trusted and strategic advisors to growers, wineries, and financiers and specializes in the strategic sourcing of wine grapes and bulk wine from the major growing areas across the globe. Working with thousands of wineries worldwide, and with over 2,000 growers, this experienced team has negotiated transactions between buyers and sellers valued at more than $3 billion over the past decade. 

California Crush Report Grape Market

Looking Ahead: Lessons from the 2024 Vintage at PRWCA’s Vit Tech Seminar

The 2024 vintage presented unique challenges and opportunities for growers and wineries across California. As we navigate shifting market dynamics, weather patterns, and evolving consumer trends, staying informed is more important than ever. That’s why Turrentine Brokerage is excited to participate in the upcoming Paso Robles Wine Country Alliance (PRWCA) Vit Tech Seminar: 2024 Vintage Recap & Lessons for the Future, taking place in February 2025.

Audra Cooper, Director of Grape Brokerage / Partner of Turrentine Brokerage will provide a review of the 2024 vintage and current market, then will moderate a panel discussion that covers multiple perspectives of the 2024 vintage, its impact on the wine and bulk market, as well as predictions for the future.

Panelists include:

Why This Seminar Matters

The Vit Tech Seminar is an essential event for industry professionals looking to gain a competitive edge. This year’s recap will help growers and winemakers make informed decisions in an increasingly complex marketplace. In addition to Audra’s market analysis, the seminar will feature vineyard management strategies, sustainability practices, and insights from other industry leaders.

Whether you’re a grower, winemaker, or industry partner, this is a valuable opportunity to engage with experts, ask questions, and walk away with actionable insights for the future.

Join Us in Paso Robles

We invite you to attend and hear Audra’s expert take on the state of the market. Stay tuned for more details on event registration and the full speaker lineup. We look forward to seeing you there!

For more information, visit the Paso Robles Wine Country Alliance event page.

Paso Robles Wine Country Alliance Audra Cooper

Turrentine Market Update, January 2025

2025: Clean Slate

By Steve Fredricks 

It is a new year and, like an Etch A Sketch, we’re hoping that the supply markets have been shaken enough over the last couple years to wipe the slate clean and allow wineries to more actively source supply in 2025. The smaller 2024 crop will help move the market cycle forward by bringing markets towards balance through reduced supply, but unlikely to greatly alter recent market dynamics until consumer demand stabilizes or increases. 

As always, Turrentine has early information on key market trends from what was delivered in our grape transactions as well as analysis of early bulk market supply and demand. Based upon the information we have, so far, these early data points indicate that wineries' and growers' efforts to reduce oversupply have been successful. We have more bulk buyers in the market and more wine is selling than last year at this time. Moreover, the conversations with wineries are more about getting deals done and less about listing their grapes for sale. 

Detailed tonnage figures will be released in the Preliminary Crush Report on February 10th. Regardless of total crop size, as always, it will be important to drill down by region and variety to know what may or may not be impactful. Following the Crush Report release, we will release our key takeaways to the markets for bulk wine and grapes in 2025.

In addition to the upcoming Crush news, it will be good to see everyone at the Unified Symposium this year and share more of our market insights. We will be in our regular spot at Booth #515, so please come say hello. Also, come and see Audra Cooper present at the Industry Hot Topics session on January 29th at 1PM. 

In This Issue

  • Bulk Market 3 
  • Cabernet Sauvignon 3 
  • Sauvignon Blanc 4 
  • Pinot Noir 4 
  • Chardonnay 5 
  • Conclusion 5 2024 
  • Crop Contest 6 
  • Turrentine on the Road 6 
  • Share and Pair Sundays 8 
  • Market Opportunities 8

Read the full market update 

Bulk Wine Grape Market

Wine Industry Hot Topics at Unified with Turrentine Brokerage

Turrentine Brokerage is thrilled to announce that Audra Cooper, our Director of Grape Brokerage and Partner, will be speaking at the Unified Wine & Grape Symposium in Sacramento. This annual event is one of the largest gatherings of wine and grape professionals, bringing together industry leaders to discuss the most pressing topics shaping the future of wine. 

Audra will be a featured speaker during the Industry Hot Topics session on Wednesday January 29, 2025 at 12:45 pm – 2:15 pm, sharing her insights and expertise on the evolving dynamics of the grape and wine markets. With years of experience navigating the complexities of California’s North Coast and Central Coast vineyard regions, Audra offers a wealth of knowledge that growers, wineries, and industry professionals won’t want to miss. You can learn more about the session here.

Visit Us at Booth #515

Turrentine Brokerage will have a booth at the Unified tradeshow. Stop by Booth #515, located on Level 1: Exhibit Halls A-D, to meet our team and learn how we can assist with your grape and bulk wine needs. Whether you’re looking to source grapes, find bulk wine opportunities, or gain market insights, our experienced brokers are here to help.

Why Attend?

The Unified Symposium offers an unparalleled opportunity to connect with experts, explore the latest innovations, and gain actionable knowledge to help your business thrive. Be sure to mark your calendars for Audra’s panel and visit us at Booth #515 to say hello and learn more about how we can support your sourcing goals for 2025.

We look forward to seeing you in Sacramento!

Unified Wine and Grape Symposium

About

Turrentine Brokerage sells winegrapes from all California regions and wines in bulk from California and around the world.  Turrentine Brokerage serves as a trusted and strategic advisor to deliver customized solutions for growers, wineries and financiers based upon:

  • In service since 1973
  • A reputation for integrity
  • Quick response to client needs
  • Demonstrated expertise, with the most experienced team of brokers and analysts in the industry 
  • Brokering grapes and bulk wine Domestic and International
  • Proven long-term strategies from exclusive and superior market information and proprietary research
  • Unmatched expertise in long-term contracts

 

Grapes - Wines in bulk -  Strategic planning -  Global sourcing -  Processing - Casegoods

Turrentine Brokerage is dedicated to helping the California wine business by supplying accurate information about supply trends and by providing win/win negotiations. The company works with most of the wineries in California, as well as with wineries in other states and with foreign purchasers of California wines. Turrentine Brokerage also assists many of the state's leading grape growers in marketing their grapes.

 

Tel: 415/209-9463  fax: 415/209-0079 Website: www.turrentinebrokerage.com

Contact

Contact List

Title Name Email Phone Extension
President/Partner Steve Fredricks steve@turrentinebrokerage.com 415-209-9463
Vice President/Partner Brian Clements brian@turrentinebrokerage.com 415-209-9463
Broker/Partner - Grapes Erica Moyer erica@turrentinebrokerage.com 415-209-9463
Broker - Grapes, North Coast Mike Needham mike@turrentinebrokerage.com 415-209-9463
Broker/Partner - Bulk Wine Steve Robertson stever@turrentinebrokerage.com 415-209-9463
Broker - Bulk Wine William Goebel william@turrentinebrokerage.com 415-209-9463
Broker/Partner - Grapes, Central Coast Audra Cooper audra@turrentinebrokerage.com 415-209-9463
Broker/Partner - Bulk Wine Marc Cuneo marc@turrentinebrokerage.com 415-209-9463
National Sales Manager, Strategic Brands Bryan Foster bryan@turrentinebrokerage.com 415-209-9463

Location List

Locations Address State Country Zip Code
Turrentine Brokerage 7599 Redwood Blvd Ste 103, Novato CA United States of America 94945

List of Locations