Sunshine in a glass — How Florida has become a strategic hub for wine and spirits

In addition to its growing population and tourism attraction, Florida stands out as perhaps the most dynamic U.S. regional market for wine and spirits. But it also embodies the forces of resilience that can offer lessons for others in a volatile context.

Like in markets elsewhere, the U.S. wine and spirits sector is facing a triple threat of inflation, shifting consumer behaviour and global supply disruptions. But in this challenging context, Florida has emerged as one of the industry’s most dynamic regional markets, offering key insights for the rest of the country — and beyond.

Combining record tourism, strong population growth, advanced logistics and rapid premiumisation, the Sunshine State now embodies many of the forces reshaping alcohol consumption across the United States.

According to WineAmerica’s 2025 Florida Economic Impact Study, the state’s wine industry generates $20.09 billion in total economic activity, underscoring its growing strategic importance. This growth stands in contrast to national performance, where several traditional categories are losing ground.

American evolution

Across the United States, staple categories such as still wine, premium whiskey and beer recorded declines of between 2% and 4% in 2023, according to the State of the US Wine Industry Report 2025. Inflation, higher interest rates and lower disposable income have altered purchasing habits, prompting consumers to be more selective.

Yet two categories have resisted the downturn: ready-to-drink beverages (RTDs) and low- or no-alcohol alternatives. RTDs, in particular, rebounded due to their convenience and innovative flavour profiles. The shift is supported by changing expectations around wellness and moderation, with younger consumers driving the evolution.

This transformation has also reshaped premiumisation. Consumers now favour “affordable luxury” or value-driven trade-offs — a pattern highlighted in the State of the US Wine Industry Report 2025 — and one particularly evident in Florida.

Real-time lab for consumption patterns

Florida’s demographic momentum sets it apart. The state gained +365,205 new residents in 2023, according to the U.S. Census Bureau (Domestic Migration Data 2023), the highest net population gain of any state. Many arrivals come from markets with strong wine cultures, including California, New York and elsewhere in the Northeast, bringing established consumption habits with them.

Its consumer base is also among the most diverse in the United States. Meininger’s Wine Business International (2024) described Florida as “the hot new market for premium wine,” recognising the rapid adoption of new origins, labels and formats.

Certain categories illustrate this evolution vividly. Rum, for which Florida accounts for roughly 15% of total U.S. consumption, has seen a dramatic shift towards higher quality. Premium rum grew from 15% of the state’s rum category in 2019 to 43% in 2024, according to Meininger’s Wine Business International in 2024. This acceleration illustrates how Floridian consumers increasingly seek refined and aged products.

The tourism engine

Florida’s exceptional tourist flows shape its drinks market in ways unmatched elsewhere in the U.S. The state welcomed 142.99 million visitors in 2024, according to Visit Florida and the Florida Governor’s Office — the highest number ever recorded.

This influx generated an economic impact exceeding $127.7 billion, according to Visit Florida (2024), and supported over 2.1 million jobs, representing one of the largest tourism-driven economies in the world.

International tourism declined slightly in early 2025, according to Central Florida Lifestyle, but strong domestic demand more than compensated for the drop. The continued presence of Canadian, European and Latin American travellers — markets with high wine affinity — reinforces the on-trade’s appetite for imported wine and premium spirits.

Hotels, restaurants, beach bars, rooftop venues and cruise lines rely heavily on these international visitors, making Florida one of the most favourable U.S. states for wine visibility and rotation.

Miami: a strategic gateway

Florida’s rise is also the result of world-class logistics. Miami has become a critical landing point for imported wines and spirits destined for both the local market and the wider Americas.

According to SelectFlorida’s 2024 Merchandise Trade & Logistics Report, Miami serves as a strategic gateway linking Europe, Latin America, the Caribbean and the U.S. domestic market.

This unique position enables a steady flow of premium wines from Europe and Latin America, even during periods of global supply-chain disruption.

Premium spirits, RTDs and low/no alcohol: Florida’s growth drivers

Florida embodies several trends reshaping the U.S. drinks landscape.

Premium spirits remain resilient, driven by shifting consumer priorities and a desire to “drink better, not more.” Tequila continues to expand in its premium tier, according to the State of the US Wine Industry Report 2025, though its super-premium growth is less pronounced than in New York or California.

“The state’s strong trade links with Latin America and Europe cushion the impact of global disruptions, ensuring a steady supply of imports at a time when other regions face instability.”, Jeff Israely

RTDs have recovered strongly since late 2024, with 355 ml cans representing the dominant format, according to industry retail data cited in the State of the US Wine Industry Report 2025. These formats align perfectly with Florida’s outdoor lifestyle — beaches, pools, festivals and cruise ships.

Low- and no-alcohol beverages are also gaining ground, reflecting broader wellness trends. Florida’s market remains young in this segment, but shows strong potential due to its mixology culture and health-conscious consumers.

Resilience amid geopolitical and economic volatility

Global geopolitics, maritime disruptions and supply-chain tensions have challenged the wider U.S. drinks industry. Yet Florida has shown exceptional agility.

According to SelectFlorida (2024), the state’s strong trade links with Latin America and Europe cushion the impact of global disruptions, ensuring a steady supply of imported wines and spirits at a time when other regions face instability.

This resilience is amplified by robust domestic consumption and the constant influx of tourists, which mitigate the impact of economic uncertainty.

A strategic state for investment — and for Vinexpo Americas 2026

Florida’s fundamentals — population growth, tourism, logistics, premiumisation and market diversity — create fertile ground for long-term investment. Venture capital interest, the rise of boutique distilleries and the rapid expansion of digital alcohol retail channels further reinforce this trajectory.

For the global wine and spirits industry, Florida is no longer simply “a promising market”: it is a strategic hub — and there’s no better proof than the return of Vinexpo Americas to Miami in April.

About Jérémy Campy – Do You Speak Wine :

With more than 20 years of experience in digital media, editorial content and brand communication, Jérémy Campy has built a career at the crossroads of journalism, strategy and digital innovation. His professional journey naturally led him to the wine and spirits industry, where he now combines expertise and personal passion. He is the founder of Do You Speak Wine, a communications studio dedicated to helping wine producers, estates and institutions shape their voice and visibility. He also serves as editor-in-chief of Voice of the Industry, the editorial magazine published by Vinexposium.