
Wine, Spirits, and the Growing Appeal of Alternatives: A Look at Beverage Trends in South Carolina
In recent years, wine has faced an uphill battle in maintaining its grip on the beverage industry as shifting consumer preferences, rising costs, and new alternatives emerge. South Carolina, long known for its love of traditional Southern fare and sweet tea, has seen a growing appetite for not just wine but also spirits, legal cannabis products, and craft beverages. While wine still holds a significant place on dinner tables across the state, it’s no longer the undisputed champion of adult beverages.
The Rising Price of Wine and Its Impact on Sales
For many South Carolinians, enjoying a glass of wine at dinner used to be a simple pleasure. But the cost of that pleasure has grown dramatically, especially at restaurants. It’s common for restaurants to mark up wine by two to three times the retail price found at local liquor stores. A bottle of Cabernet Sauvignon that costs $20 at a shop in Columbia or Charleston might be priced at $60 or more on a restaurant menu. This steep markup, coupled with inflation and rising production costs, has led some wine lovers to reconsider their choices.
In 2022 and 2023, U.S. wine sales showed modest declines, particularly among younger drinkers who are less inclined to spend heavily on wine. This trend is evident in South Carolina, where many wine enthusiasts are opting for more budget-friendly alternatives, including locally made craft beers, bourbons, and even legal CBD-infused drinks.

Vodka and Bourbon on the Rise
As wine sales plateau, vodka and bourbon are experiencing significant growth. South Carolina has a rich history with bourbon, thanks to its proximity to Kentucky and a growing local craft distillery scene. Local distilleries like Six & Twenty Distillery in Piedmont and Firefly Distillery in Charleston have carved out a niche by producing small-batch spirits that offer unique flavors and a distinctly Southern flair.

National trends indicate that vodka sales have also surged, driven by its versatility and popularity in cocktails. Whether it’s a classic vodka tonic enjoyed on the beaches of Myrtle Beach or a craft vodka martini in downtown Greenville, vodka’s appeal spans generations. According to the Distilled Spirits Council of the United States, vodka remains the top-selling spirit in America, and South Carolinians are no exception to this trend.
Meanwhile, bourbon has grown in popularity as the go-to spirit for many. The rise of bourbon can be attributed to a broader national trend toward premium whiskey and the allure of craft cocktails. In Charleston and Columbia, bourbon tastings and bourbon-centric bars are popping up, offering curated experiences for enthusiasts.
Cannabis and CBD: The New Contenders
Another factor impacting wine sales is the rise of legal cannabis and CBD products. South Carolina may not have legalized recreational marijuana, but CBD-infused drinks and Delta-8 THC products are widely available and increasingly popular. Many South Carolinians are turning to these alternatives for relaxation, citing them as cheaper and less calorie-laden options compared to alcohol.
In nearby states like Virginia, where cannabis has been legalized, data shows that cannabis sales have begun to cut into alcohol’s market share. While South Carolina remains a more ultra conservative state seemingly bent on keeping their citizens away from what the politicians deem as inappropriate, the trend toward cannabis products can already be felt. Local stores selling CBD beverages have reported steady growth, particularly among younger consumers seeking alternatives to traditional alcohol.
South Carolina’s Craft Beverage Scene
South Carolina’s craft beverage scene also continues to thrive. Craft breweries such as Palmetto Brewing Co. and Westbrook Brewing are drawing crowds with innovative flavors and events. Additionally, cideries and meaderies are expanding, offering unique alternatives to wine with a distinctly Southern twist.
The state’s warm climate, long growing season, and rich agricultural tradition have given rise to a number of wineries as well. Deep Water Vineyard on Wadmalaw Island offers local wines that pair perfectly with Lowcountry cuisine, while City Roots Wine Garden in Columbia is a favorite spot for urban wine lovers.
Looking Ahead: What Will South Carolinians Sip Next?
As trends shift and new options continue to emerge, South Carolinians are likely to keep exploring diverse beverage options. While wine remains a staple for many, rising prices, competition from spirits, and the allure of legal cannabis products may reshape the local drinking landscape.
Restaurants may need to rethink their pricing strategies if they want to keep wine as a viable option for patrons. Offering more local wines and reducing markups could entice customers to stick with the traditional glass of red or white. Meanwhile, the growing craft spirit and CBD markets promise to keep South Carolina’s beverage scene lively and ever-evolving.
For now, whether it’s a bourbon neat, a CBD-infused seltzer, or a locally brewed beer, South Carolinians have plenty of options to toast with—and that’s something everyone can raise a glass to. After all, it’s what Crime and Cask was originally named after.
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