Due to oversupply, especially in California, American grape and bulk juice prices will drop to their lowest levels in more than five years, according to the Silicon Valley Bank (SVB) 2020 State of the Wine Industry Report. Why should you care? It means you’ll find better-quality American wines at lower prices, as winemakers try to win back millennials who are leaning toward craft cocktails, craft beers, and spiked seltzers and other Americans experimenting with a sober curious lifestyle.