The 2024 California harvest season was marked by a historically light crop, dropping to 2.8 million tons—a 23% decrease from 2023. Despite the smaller harvest, approximately 100,000 tons of grapes were left unharvested, underscoring ongoing struggles in the industry. This follows the 2023 harvest, which saw an oversupply of 3.7 million tons, exacerbated by economic pressures and changing consumer preferences.
The light 2024 harvest did offer some relief from the oversupply impacting the industry, giving wineries the opportunity to sell their 2023 and earlier vintages.
Mixed impact in Mendocino County
In Mendocino County, the downturn had mixed effects. The tonnage of white varietals remained relatively stable, with Chardonnay matching 2023’s numbers. However, prices for Chardonnay collapsed, with nearly 25% of the county’s crop selling at fire-sale pricing of $500 per ton or less. Likely due to this low pricing, the tonnage of Chardonnay sold from Mendocino County hit a new high, accounting for 23% of total North Coast Chardonnay transactions, the highest percentage to date.
Sauvignon Blanc saw a slight decline in price, but overall, the crop held steady, with tonnage remaining relatively unchanged. The silver lining for white varietals is that due to lower pricing, a new audience purchased Mendocino County grapes, exposing a broader market to the region’s high-quality production.
Red wine grapes struggle
In contrast, Mendocino’s red wine grapes—including Pinot Noir, Cabernet Sauvignon, and Zinfandel—suffered a sharp decline. There was a notable increase in unpicked fruit, with Cabernet Sauvignon and Zinfandel being the most affected.
Although pricing for red varietals remained stable, most sales were contracted in previous years. As contracts are canceled or renegotiated, the market outlook for the 2025 harvest and beyond will become clearer.
Foreign bulk wine threatens U.S. growers
Compounding the issue, the U.S. wine industry continues to face an influx of foreign bulk wine. Reports indicate that 30 million gallons of bulk wine were imported in 2024, further harming U.S. growers.
“At a time when California’s wine industry is on its knees, we should not be importing this much wine,” says Lorenzo Pacini, treasurer of Mendocino Winegrowers, Inc. (MWI). “The U.S. should cancel all tax incentives for importing bulk wine, and wineries should be held accountable for where their wine comes from.”Mendocino County at the heart of industry struggles
Mendocino County’s harvest mirrored broader challenges within California’s North Coast wine-growing regions, where tonnage fell 16% from 2023 to 2024, driven by low demand and crop losses due to late-season heat waves.
The quality of harvested fruit was extremely high, meaning many grape and bulk wine buyers were able to purchase premium product at low prices.
“California’s wine industry is experiencing an unprecedented crisis,” said Pacini. “Mendocino County is in the thick of it, but we will continue to focus on what we do best—making world-class wines—and we are committed to promoting Mendocino wines and grapes to the world.”Looking ahead
Mendocino County was just named America’s Wine Region of the Year by Wine Enthusiast magazine. As MWI looks ahead to 2025, the organization remains committed to advocating for its members and the future of the county’s vineyards.
The Mendocino wine community continues to focus on producing some of the finest wines in the world, with a deep commitment to sustainability, innovation, and quality.
About Mendocino Winegrowers, Inc.
Mendocino Winegrowers, Inc. (MWI) is a nonprofit organization dedicated to promoting the grapes and wines of Mendocino County. With a membership of local grape growers and vintners, MWI works to ensure the long-term success of the Mendocino wine industry through advocacy, education, and sustainability initiatives.
Contact:
Mendocino Winegrowers, Inc.
Bonnie Butcher, Executive Director
📧 Email: info@mendowine.com
🌐 Website: www.mendowine.com
