Wine consumption has dropped nationwide for five years, but Las Vegas wine bars and importers are rethinking their approach with new tasting rooms and creative menus aimed at younger visitors and locals.
National wine sales may be down, but Las Vegas is taking a different approach. While U.S. wine consumption has hit a twenty-year low, new wine bars and sommeliers across the city are betting that changing tastes can keep business steady. Recent moves by downtown venues and Strip steakhouses show that wine is still very much alive here, though the way it’s served and enjoyed is shifting.
Hung Up on Wine, which opened in May on the ground floor of the Juhl condo building downtown, is one example. Co-owners Hung Nguyen and Anthony Defalco are aiming for a younger, more curious crowd that isn’t interested in the traditional wine bar experience. Nguyen, who spent nearly two decades as a sommelier at the Rio, and Defalco, who worked at M Resort and Mandalay Bay, have created a tasting room that feels social and approachable. Wine flights change every two months, with themes like Chasing Chardonnay and Around the World reds. The menu ranges from charcuterie boards to steaks and desserts paired with after-dinner wines.
Downtown wine bars break the mold
Nguyen and Defalco aren’t sticking to wine alone. Their bar also serves tequila, vodka, and bourbon flights, and even has a signature Hung Margarita topped with a float of pinot. Defalco describes it as a "whole package deal" where guests can try both wine and cocktails in one place. For those looking for something special, Hung’s Cellar—Boutique Selections offers rare bottles sourced through Nguyen’s industry contacts. The team is also growing their wine club, locker program, and outdoor seating to keep regulars coming back.
Food is still a big part of the draw, a nod to Nguyen’s time at the Rio’s Cellar. Monthly tasting dinners, like a recent five-course Taittinger Champagne event, attract guests who want more than just a glass of wine. The approach seems to be working: more drinkers in their 20s and 30s are showing up to learn, taste, and socialize in a relaxed setting.
Strip steakhouses balance tradition and trends
On the Strip, Ocean Prime’s head sommelier Josh Brunson faces a different set of expectations. With a background from the Culinary Institute of America in Napa Valley and experience as a wine educator, Brunson curates a list that appeals to both classic steakhouse regulars and visitors looking for something new. Cabernet and pinot are still popular, but Brunson is adding lesser-known varietals and adjusting inventory to match the unpredictable flow of convention and tourist crowds.
Brunson points out that wine’s reputation for being expensive and less flashy than cocktails makes it a harder sell for younger guests, especially as prices have risen. This isn’t just a Las Vegas issue: a 2026 industry report found that nearly two-thirds of U.S. wine drinkers are over 45, and many younger buyers see wine as "too expensive" and less exciting than cocktails. The same report notes that wine consumption has dropped most among people under 40, even though Gen Z’s alcohol spending has grown by 8% since 2020. Ocean Prime is responding with wine tastings, dinners, and food pairings designed to make wine more approachable and affordable. Brunson thinks drinking trends are cyclical and expects wine to become more popular again as tastes change.
Natural wines and new curiosity
Emily Baddock, owner of ALT Imports, is taking a different route. Her company focuses on low-intervention, small-production wines—organic, biodynamic, and made with minimal additives. Baddock, who took over ALT Imports in summer 2024 after years as a beverage manager and sales rep, says her selection attracts drinkers who want wines with a story, even if they cost a bit more.
Orange wines, pet-nats, and glou-glou style chilled reds are now appearing on Strip wine lists and drawing in younger, more adventurous customers. Baddock says her niche is less affected by the overall decline in wine sales, since her customers are looking for unique, artisanal bottles instead of mass-market brands. Social media has helped with education and event promotion, but she believes the real experience of wine still comes down to taste and story—something that can’t be replaced by a phone screen.
Las Vegas wine scene looks beyond national trends
Despite the national slowdown, Las Vegas wine professionals aren’t backing down. Instead, they’re trying new things—blending wine and cocktail culture, expanding food options, and bringing in bottles that challenge expectations. This willingness to experiment is showing up in other parts of the hospitality industry, too. For example, seminar tickets for a major cigar event recently sold out, showing that local demand for unique tasting experiences is still strong.
Nationally, the wine industry is facing real challenges: U.S. retail wine sales fell by 5.1% in volume and 3.7% in value in the four weeks ending September 5, 2026, compared to the same period a year earlier, according to a Vinetur market update. Over the past year, total wine and spirits sales in the U.S. dropped 6.8% by volume and 6.1% by revenue, with the biggest declines among people under 40. Some premium segments—like sparkling wines and Sauvignon Blanc—have held up better, suggesting that demand is shifting within the category. These trends are pushing Las Vegas wine bars and importers to offer more convenient formats, clearer descriptions, and experiences tailored to Gen Z and younger millennials.
Las Vegas isn’t following the national pattern. Wine may be struggling elsewhere, but here, adaptation and reinvention are keeping it in the mix. With creative menus and a focus on hospitality, the city’s wine bars, steakhouses, and importers are showing there’s still plenty of room for wine—especially when the experience is as lively and varied as Las Vegas itself.
