Report highlights unique strengths of San Diego County’s wine industry including establishment of new San Diego County AVA, 3.6% increase in new wineries, 3% growth in wine-related jobs, and 57 varieties of wine grapes grown in region
SAN DIEGO – May 9, 2025 – The San Diego County Vintners Association (SDCVA), a trade organization dedicated to supporting the San Diego winemaking community, released the State of San Diego Wine Industry 2025 report today.
After three years of sustained growth post pandemic and a record high in 2023, San Diego County’s estimated wine sales declined slightly in 2024. San Diego County wineries generated $51.7 million in gross sales for the year, a 5% decline over 2023 sales ($54.5 million), slightly better than nationwide and state trends in wine sales. Despite a complex operating environment, 43% of San Diego County vintners reported having a positive year, outpacing national winery sentiment as measured by Silicon Valley Bank.
The report states that vintners face an increasingly complex market environment, and are navigating rising insurance costs, evolving consumer preferences, and challenges related to workforce recruitment and retention. However, a new San Diego County American Viticultural Area (AVA), which establishes the geographical pedigree of wines; new winery openings; a greater number of wine grape varieties grown, and additions to wine related jobs signal resiliency and optimism among wineries in the region.
Report Highlights:
- San Diego County is home to 172 active and planned wineries, a 3.6% increase from the prior year’s count (166), reflecting steady industry reinvestment and interest.
- For a third year in a row, newer and expanding wineries led job growth in the sector, which rose to an estimated 829 jobs in 2024, a 3% increase over the prior year (802).
- The newly designated San Luis Rey AVA, spanning 97,733 acres, was formally approved in August 2024, enabling consumers to identify wines with unique geologic, geographic, or climatic aspects of the region and underscoring growing recognition of North County’s wine grape growing strength.
- Harvest quality in 2024 was rated “excellent” by 33% of wineries, the highest rating since 2017, with another 40% reporting a “good” harvest.
- The number of unique grape varieties grown rose to 57 in 2024, up from 48 in 2023, continuing to highlight the region’s viticultural diversity.
- Wineries are adapting to market conditions through a mix of cost containment, direct-to-consumer sales growth, and product diversification strategies.
- While overall sales declined, median tasting fees remained lower than national averages, with most San Diego wineries charging $20 compared to $38 nationally. Providing room for growth in direct-to-consumer sales.
California Representative Scott Peters says, “San Diego’s winemaking industry makes valuable contributions to our local economy and culture as a world-class destination for tourists and locals. This report highlights the complexities the winemaking industry must navigate, including inflation, insurance increases, and changing consumer preferences. Despite these market factors, our local wineries are thriving, new wineries continue to open, and harvest conditions and grape varieties remain strong.”
San Diego County Supervisor Jim Desmond says, “San Diego County’s wine industry is vital to the county’s economy. Local wineries create jobs, attract tourists, and help families realize their dreams of entrepreneurship. I appreciate the San Diego County Vinters Association for its continued study of how the industry impacts our region.”
San Diego County Supervisor Joel Anderson says, “We are so impressed by the creativity of our local wineries amid economic challenges and changing consumers preferences. From growing jobs in our communities to increasing the varieties of wine grapes grown, our wine industry is resilient and an important part of our vibrant local economy.”
SDCVA President Mike Weber says, “San Diego County wine sales has seen record growth over the past three years. We see this slight decline in estimated sales as a product of an increasingly complex market environment, and evolving preferences. The terrific thing about San Diego County vintners is their ability to creatively meet challenges to grow their businesses and produce award-winning wines.”
Full State of San Diego Wine Industry report here. For more about San Diego County wines visit www.sandiegowineries.org.