Discover why Texas wine is poised for prime time

There’s a restless, electric energy in Texas wine right now. From the Hill Country’s rolling vineyards to the wind-swept Texas High Plains, there’s a sense of discovery, grit, and confidence that reminds me of Napa in the 1990s.

The Texas Hill Country recently ranked among the nation’s fastest-growing wine regions in the US.

Texas wines won 295 medals at the 2024 SF Chronicle Wine Competition (second only to California) – and investment in wineries, hospitality, and tourism is booming.

While states like Virginia, Michigan, New York, and Idaho are also growing, Texas’s scale, pace, and rising profile set it apart as the strongest challenger to established US wine regions.

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A growing wine scene

With eight AVAs currently, three new Texas AVAs – Llano Uplift, Dell Valley, and Hickory Sands – have applications pending with the Alcohol and Tobacco Tax and Trade Bureau (TTB), but the bureaucratic process is holding up their approvals.

Essential improvements in labelling laws have helped define what’s in the bottle. Today, any wine labelled with a Texas county, AVA, or single-vineyard designation must be made from 100% Texas-grown grapes.

For would-be producers, the only statewide license currently available is the Texas Winery (G) Permit, which allows a licensee to produce, bottle, and label wine; sell it at the winery; self-distribute within the state; ship directly to Texas consumers; and participate in tastings or events – regardless of whether the wine is made from Texas-grown grapes or imported juice.

Of the 872 active Winery (G) Permits, the Texas Department of Agriculture estimates that there are approximately 500 actual wineries statewide, with booming direct-to-consumer sales, supporting over 136,000 jobs statewide.

Texas produces about 3.28 million gallons (12.4 million litres) of wine annually – just 0.4% of U.S. output – but ranks second nationally in wine’s economic impact at $24.39 billion, thanks to its large population and strong in-state consumption.

Texans consume roughly 62 million gallons (234 million litres) of wine each year, most of which is imported from outside the state; yet, nearly all Texas-made wine is sold within its borders.

Wine tourism saw 2.64 million winery visits in Texas last year – and an estimated $685 million in annual visitor spending.

The Texas Hill Country, centred around Fredericksburg, has emerged as the state’s tourism hub, supported by upscale restaurants, new infrastructure, and a spate of new luxury hotels like the tranquil Albert Hotel, or the forthcoming Waldorf Astoria, and a Kimpton hotel project on the west side of Fredericksburg.

‘We get many visitors from Texas’s major cities, along with travellers from across the country and even abroad, drawn by Fredericksburg’s charming small-town, German vibe,’ says Nikhila Narra Davis, owner of Kalasi Cellars.

John Rivenburgh, owner of Rivenburgh Wine and Kerrville Hills Winery and president of Texas Wine Growers, credits the surge in tourism to major quality gains. ‘If you put brand and region aside, these wines can compete on a larger stage,’ he says, ‘even the most discerning wine consumer would be impressed with what we’re making today.’

Slow and steady

Chris Brundrett, co-founder and CEO of William Chris Wine Company, sees Texas’s wine legacy through the eyes of up-and-coming winemakers.

‘The next generation continues to reach up and grab the next rung on the ladder over and over in terms of farming techniques, winemaking, and DTC (direct-to-consumer) experiences,’ he says.

‘We value quality over quantity,’ says Nikhila Davis, whose Texas High Plains-based Narra Vineyards is a key source for several Hill Country estates.

‘We manage our vineyards to produce outstanding fruit rather than maximise yields.’ (Kalasi was also the first Texas winery to adopt optical sorting technology.)

Robert Clay Vineyards proprietor Dan McLaughlin is among the first Texan wineries to implement an allocation-only approach. He says: ‘We’re not expanding production to chase demand. We’re limiting sales to protect our 100% estate-bottled wines.’

And after 45 years of growing grapes in Texas, Dan Gatlin of Inwood Estates Vineyards believes his work in championing low yields to boost polyphenols will help Texas rival top global bottles.”

The road ahead for Texas wine

Dave Bryant, co-founder of The Texas Wine Auction, throws his support behind, ‘the people who do the work – owner-operator vignerons with heart and soul instead of dollars.’

Bryant is among the state’s biggest optimists. He sees huge growth potential, and while Texas is behind in broad winemaking guidance, that too is changing.

One example of top-tier talent pouring into Texas is Napa winemaker Jean Hoefliger of JH Consulting, whose work with William Chris has been, in Bryant’s words, ‘invaluable.’

He sees Hoefliger’s influence as part of a broader trend – experienced voices helping to shape the next generation of Texas winemakers.

William Chris owner Chris Brundrett has been pivotal in advancing Texas wine, notably bringing in Champagne-trained winemaker Seth Urbanek to elevate their sparkling programme – a category poised for growth in the coming years.

For all the momentum, stronger advocacy is needed in restaurants and wine shops. And as local consumption grows and production meets demand, Texas can develop consistent wholesale programs not only nationwide but also for export markets.

Eyeing global opportunities, Claire Richardson, Uplift winemaker and founder of Explore Oeno, cautions that overemphasising ‘Texas wine’ risks alienating potential drinkers before they can engage with the quality and character of the wines.

‘We need a mindset shift toward positioning Texas confidently alongside other world-class regions,’ she urges.

‘Our greatest challenge,’ says Dan Gatlin, ‘will be to convince our Texas industry to conform to global quality standards instead of common overproduction.’

Quality perspective: 2025 harvest at a glance

The Hill Country experienced good rains after bloom, with moderate temperatures throughout spring and early summer. ‘It’s very rare in this area to have no days over 100 until mid July,’ says William Chris winemaker Tony Offill. Heavy rains in late June and early July led to increased humidity, which impacted spray schedules and picking decisions.

Late ripening varieties like Tannat and Cabernet Sauvignon ‘fared far better than mid-season Malbec and Syrah,’ he noted. ‘I expect the wines from 2025 will be similar to 2024 – density and richness, approachable young, capable of gaining complexity if aged.’

Dan Gatlin’s son, Spencer, winemaker for his family’s Inwood Estates Vineyards, is bullish about Cabernet Sauvignon and Tempranillo for both 2024 and 2025 vintages. ‘The quality rivals the best of what we’ve seen in the past,’ he says.

Grape acids ‘held on better, and ripening was a little slower,’ notes Claire Richardson. ‘But some vineyards, like those in Mason, saw thirty inches or more of rain, while other Hill Country sites were completely swept away by the devastating floods in July. Some areas were fortunate to remain untouched.”

Everyone agrees that harvest challenges pale in comparison to the flash floods in central Texas. ‘It’s an event that will always be linked to the 2025 vintage for our community,’ Offill says sombrely.

Rivenburgh, who co-owns a vineyard in Hunt with the Johnson family of Houston, saw it destroyed by Kerr County floods on 3 July 2025. Despite the loss, he remains optimistic: ‘I’ve been fortunate to help many growers and winemakers get their start, planting vineyards that have gone on to produce award-winning wine and embody Texas hospitality.

‘My plan over the next few years is to continue that advocacy and work with our legislature to promote Texas agriculture and the qualities that make Texas-grown wine world-class.’

For Bryant: ‘It’s still the wild west,’ and ‘no one owns the high end or the mass market. Like Napa in the 1990s, Texas is full of big stories, drama, and generational change, and it’s on the cusp of something great.’

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