The last West Coast crush was the smallest in over two decades, and red varietals took the biggest hit — growers are pulling acreage and wineries are trimming red programs. Meanwhile, white wine now makes up nearly half of global production, and rosé keeps growing year over year, driven by lighter-drinking preferences and younger buyers who pour it year-round. The Pacific Northwest is already one of the top rosé-consuming regions in the country. The demand is here; the supply shift just confirms it.

For buyers, this is a practical opportunity. Whites and rosés turn faster by the glass, hold friendly price points, and fit today’s lighter menus. For bottle shops, they’re an easy sell that staff can get behind. And leaning in doesn’t mean abandoning reds; it means saving your red allocations for the placements that earn them while pouring the categories with momentum.

When approachable reds get scarce, we can help. Want to talk wine programs, placements or set up a tasting? Reach out we’re always up for a conversation between pours.

oro cru is a boutique wine distributor serving Washington restaurants, retailers, and hospitality venues. Find us at orocru.com and on IG @orocru.wine.