Blog contributed by Tate Gregory, Vineyard Manager at William Chris Vineyards and Treasurer of Texas Wine Growers
Texas agriculture has always been defined by grit, pride, and a deep connection to the land. Grape growing is part of that heritage. It is built on early mornings, unpredictable weather, and the determination to create something real and rooted in this place.
As we close out the year, growers across Texas are sharing a message we cannot ignore. They are proud of their work, but they are carrying the weight of another challenging season. These pressures are not new. They have been building across multiple years, influenced by weather patterns, demand shifts, and competition from out of state. This year simply sharpened the focus.
This blog is not a pity story. It is a Texas story. A story about interconnectedness, responsibility, and what it truly means to support Texas agriculture.
And it is a call for all Texans to stand with Texas farmers next year.
Texas Grapes are Exceptional. Demand is Challenging.
This year’s harvest brought exceptional fruit quality here in Texas. Our growers have learned what varieties work well in each region and over the past decade accolades for Texas wine have continued to increase.
Yet…
Across the High Plains and other regions, growers reported significant amounts of unsold fruit. Some saw 10%, others 30%, and some estimated more than 40% of their fruit had no buyer. Without required statewide reporting, Texas does not have exact totals. But grower estimates make one thing clear. Too much Texas fruit stayed on the vine or fell to the ground.
“As growers, we take pride in crafting Texas grapes for Texas wine. Every season, we work to show that this land can compete with the best wine regions in the world, and that takes real investment, precision, risk, long days, and a lot of heart. So when fruit goes unsold or consumers aren’t drinking Texas wine, it hits us hard. We feel it just as deeply as our winery partners. We put our blood, sweat, and tears into every vintage, every partnership, and it’s discouraging when the market struggles, because all we want is to see Texas agriculture thrive and be recognized for the quality we know it can produce.” ~Texas Grape Grower
Even growers who sold most or all of their fruit described a difficult year. Many shared that while their teams and operational costs were covered, they could not pay themselves. The work requires dedication and sacrifice in the best seasons, and these last few seasons have tested the limits.
Unsold Fruit Is Not Just a Grower Issue. It Is a Texas Agriculture Issue.
Consumer demand for Texas wine affects wineries. Wineries buying less Texas fruit affects farmers. Farmers unable to sell fruit affects the long-term supply of grapes needed to make authentic Texas wine. When growers consider leaving the industry, the entire ecosystem is strained.
Texas agriculture depends on stability across the chain. When one link weakens, everyone feels it.
“For those of us who’ve been in agriculture our whole lives, it’s clear: this isn’t just a vineyard issue. When Texans aren’t drinking Texas wine, or when wine sales slow in general, wineries can’t move their bottles. When wineries don’t move wine, they don’t buy grapes. And when growers can’t sell grapes, farms struggle to survive. That strain doesn’t stop at the vineyard gate. It affects farm workers, small businesses, rural communities, and the long-term health of the land. Agriculture keeps this state, and this country, running, and grapes are one important link in that chain. When one link breaks, the whole system feels it.” ~Texas Grape Grower
This is why we cannot view this as only a grower problem. It is a challenge touching wineries, tourism communities, hospitality partners, rural economies, and any Texan who believes agriculture matters to this state’s identity.
Texas wine cannot exist without Texas farmers. And Texas farmers cannot continue without demand for Texas fruit which begins with Consumers choosing to drink Texas wine.
Texas Loves Wine. But Most Wine Texans Drink Isn’t From Texas.
Texas consistently ranks among the top wine-consuming states, with more than 60 million gallons enjoyed each year. Yet industry estimates place total Texas wine production at approximately 2-4 million gallons annually. Meaning: between 94–97% of the wine Texans drink comes from grapes grown outside the state.
This disconnect is not the fault of consumers. For years, labels and industry practices made it difficult for wine drinkers to understand where grapes originated. Many believe they are supporting Texas agriculture when they may be unintentionally supporting farmers in other states.
Texas Wine Growers exists to protect the integrity of Texas Wine. Our mission is simple. We promote and protect wines made from grapes grown in the terroir of Texas. That means supporting Texas agriculture. Supporting Texas families. Supporting the next generation of farmers who want to grow here.
“If you put a lineup of identical products in front of someone, it’s almost impossible to care which one they pick. But introduce the people behind those products, and everything changes. Consumers want to support the stories and values they believe in. When they know the growers and winemakers behind Texas wine, that connection becomes part of the experience.” ~Texas Grape Grower
The Missed Opportunity: What Happens When Texas Fruit Goes Unsold
In our education sessions across Texas this year, we posed a question: who is really making Texas wine?
There are more than 800 winery permits in Texas. Yet only a small fraction of wineries – less than 100 by some estimates – produce wine from 100% Texas fruit. This gap represents a major missed opportunity for farmers and for the Texas economy.
Texas Wine has the potential to grow from a $24.39B statewide industry to a $60B statewide industry in the future. But that requires using what we already grow here at home. When fruit remains unsold, agriculture and tourism both lose. When wineries purchase even a small amount more Texas fruit, the entire state benefits.
This is not about asking one winery to overhaul its sourcing.
It is about Consumers all over Texas choosing to drink 100% Texas wine, visiting wineries that focus on Texas fruit, and driving demand for Texas wine. It is about hundreds of wineries making small, meaningful commitments to purchase more Texas fruit based on that demand that together create large-scale change.
What Texas Consumers Can Do
Here are simple, meaningful actions Texans can take to support local agriculture and local wine.
1. Choose 100% Texas Wine
Every bottle of true Texas wine supports Texas agriculture. You can use our guide to learn how to tell if your wine is from Texas.
2. Visit 100% Texas Wineries
Use the visit page of our website to plan your trips to visit all 16 TWG member wineries and taste 100% Texas from grape to glass.
3. Buy Texas Wine for celebrations, gatherings, and gifts
Holiday purchases and seasonal events support local farmers. (Yes, there’s still time!)
4. Share grower stories to increase awareness
A single social post can educate hundreds of people.
5. Ask your favorite restaurants to support Texas agriculture
Share our Best of Texas Wine List to help increase the number of 100% Texas wines on restaurant wine lists.
Your choices create demand. Demand keeps growers farming.
What Texas Wineries Can Do
Wineries play a critical role in stabilizing the Texas wine ecosystem. One important question to consider:
If you do not use Texas fruit today, could you start by adding 2-5 tons of Texas fruit in your 2026 fruit plan?
Even small volumes help ensure that Texas agriculture remains strong. Additional steps include:
- Strengthening relationships with growers
- Prioritizing Texas fruit where possible
- Helping consumers understand regionality
- Educating guests on why Texas sourcing matters
Small shifts across many wineries can reshape the entire statewide marketplace.
Looking Ahead: A Long-Term Roadmap for a Healthier Texas Wine Ecosystem
The challenges facing Texas growers cannot be solved in one season. Long-term progress will come from coordinated partnerships across agriculture, tourism, economic development, education, and policy.
In the years ahead, TWG will continue advocating for a Farm Winery Permit to incentivize Texas fruit, expanded consumer education, stronger tourism connections, better access to reliable data, and more opportunities for growers and wineries to collaborate. This is work that involves not only TWG, but leaders across the broader Texas wine community.
We came close to significant policy progress in 2025, and the momentum continues. With alignment and shared focus, Texas can build a more stable, transparent, and sustainable future for real Texas Wine.
A Texas Call to Action
Texas agriculture is worth protecting. Texas farmers are worth protecting. Texas wine is worth protecting.
If we want the next generation to experience real Texas wine made from real Texas fruit grown by real Texas families, we must support the people who make it possible.
Together, we can strengthen the roots of Texas Wine and ensure they grow for decades to come.
Support Real. Texas. Wine. in 2026!
You must be logged in to post a comment.