Allied Grape Growers President Speaks Candidly on Wine Sales, Tariffs, and Industry Struggles
At the 49th Annual Allied Grape Growers Luncheon in Fresno, California, Jeff Bitter, President of the Allied Grape Growers Association, addressed a room full of farmers grappling with the harsh realities of California’s wine grape industry. From declining wine sales to economic uncertainty, Bitter’s message was sobering—but also carried a glimmer of hope.
“If they don’t have a contract, they could be growing grapes all year long for nothing,” Bitter warned, highlighting the vulnerability many growers face without stable buyers.
A Strained Market
Bitter emphasized the wine grape market has been difficult for several years, driven by:
- Falling domestic wine consumption, especially among younger consumers
- Excess inventory and vineyard removals
- Labor and input costs
- Tariff unpredictability
Bitter noted that growers with contracts are holding steady, while those without face an increasingly uncertain future.
Hope on the Horizon
Despite the current challenges, Bitter remains cautiously optimistic.
“Everything’s kind of cyclical… We’re seeing vineyards being pulled out, abandoned, or mothballed. That adjustment should bring the market back into balance.”
He stressed the need for industry cohesion and more effective marketing, particularly to re-engage younger consumers with wine as a viable beverage of choice.
Fighting for a Fair Playing Field
Tariffs, international competition, and a lack of government support continue to burden U.S. growers.
“Most major wine-producing countries support their growers. We don’t. That’s why I’m in Washington and Sacramento—fighting for the farmer.”
A Call to Hang On
In closing, Bitter encouraged farmers across the wine and table grape industries to persevere.
“Hopefully, we’ll see a correction soon. If we can hang in there, we’ll come out better on the other side.”
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