AB 1585 and the Push for New American Wine Legislation: What Liquor Retailers Need to Know Now | Intentionally Creative

You trust the labels on the bottles you sell. Your customers trust them even more. But what if one of the most basic labels in your wine section — "American" — doesn't actually mean what everyone thinks it means?

Right now, federal rules allow wineries to import bulk fermented juice from overseas, bottle it stateside, and call it American wine. No disclosure, no asterisk. AB 1585 wine legislation, currently moving through California's 2025–2026 session, would close that loophole by requiring 100% American-grown grapes for any wine carrying the "American" or "United States" appellation. It's a simple fix on paper — but the ripple effects for liquor retailers could be significant, touching everything from inventory sourcing to supplier relationships to day-to-day compliance.

Whether you run a single storefront in Sacramento or manage a multi-state retail operation, this bill — and the wave of related alcohol law changes rolling out alongside it — deserves your attention now, not after the rules change. Here's what's happening, what it means for your business, and exactly what you should be doing about it.

What Is AB 1585 — and Why Should Liquor Retailers Care?

The "American Wine" Labeling Loophole, Explained

Under current federal rules, U.S. producers can import already-fermented bulk wine from countries like Chile and Australia, process and bottle it domestically, and slap an "American" label on the finished product. No requirement that a single grape was grown on American soil.

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This loophole undercuts domestic growers who are actually farming American vineyards, and it misleads consumers who reasonably assume "American wine" means American grapes. For liquor retailers, it creates a hidden compliance and credibility risk — you're selling a product whose label doesn't mean what your customers think it means.

What AB 1585 Would Actually Change

Co-sponsored by the California Association of Winegrape Growers (CAWG) and Family Winemakers of California, and introduced by Assembly Member Damon Connolly, the bill is straightforward: wines labeled with an "American" or "United States" appellation would need to be made from 100% American-grown wine grapes. Period.

The bill is currently in the 2025–2026 California Regular Session, with a committee hearing scheduled for April 2026 and a public comment deadline of April 10, 2026.

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This isn't just a winery problem. As wine legislation continues to evolve — alongside new laws affecting liquor license holders, like the Type 93 Estate Tasting Event Permit taking effect January 1, 2026 — retailers need to think about what this means for inventory sourcing, supplier transparency, and compliance.

If the bill passes, some of the "American" wines on your shelves may no longer qualify for that label. Your suppliers will need to adjust — and so will you.

The Bigger Picture: Why Cheap Bulk Imports Are Disrupting the Wine Market

To understand why this legislation is gaining momentum, follow the money.

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How Imported Bulk Wine Undercuts American Grape Growers

American grape growers can't compete on price with mass-produced foreign juice. They're dealing with higher labor costs, stricter environmental regulations, and the basic economics of farming in the U.S. When cheap bulk imports get bottled domestically and labeled "American," it creates a false price competition that legitimate producers simply cannot match. American farmers are getting squeezed out of their own market.

AB 1585 would fix this by mandating 100% American-grown grapes for any wine carrying a domestic appellation — a straightforward change with massive implications.

The Grape Glut Problem and What It Means for Retail Pricing

This flood of imports has contributed to a significant domestic grape glut. Oversupply drives prices down, threatens farmer livelihoods, and distorts what "value wine" actually means at retail.

The practical concern for you: if this legislation passes, those budget "American" wines could face relabeling, reformulation, or removal from shelves entirely. Understanding these compliance dynamics now — before any deadlines hit — means smarter buying decisions today instead of scrambling tomorrow.

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Beyond AB 1585: The Wave of California Alcohol Law Changes Hitting in 2025–2026

AB 1585 isn't happening in a vacuum. California is rolling out several alcohol-related bills in the same session, and together they're creating a multi-front compliance landscape that every liquor retailer needs to understand.

New Estate Tasting Event Permit (Type 93) — Effective January 1, 2026

Starting January 1, 2026, wineries can apply for the new Estate Tasting Event Permit (Type 93), giving them fresh ways to host consumer-facing events on their properties. For retailers, this matters because it opens another direct-to-consumer channel. Every bottle sold at an estate tasting event is a bottle that didn't move through your store. If you sell a lot of California wine, this could quietly shift purchasing behavior over time.

Expanded On-Sale License Privileges and AB 720 Winery Tastings

AB 720 allows wineries to host tastings and events directly in their vineyards. That's a significant expansion that could further erode retail foot traffic for wine sales, especially in wine-heavy California markets.

Meanwhile, expanded on-sale license privileges — like allowing Type 41/42 licenses to sell shochu — signal that California is broadly rethinking how alcohol licenses work. The regulatory ground is shifting under everyone's feet. Retailers who stay current will have an edge over those who don't.

What This Means for Retailers in Practice

The cumulative effect of these changes could reshape your competitive landscape quickly. Bulk wine imports currently labeled as "American" may disappear from shelves. Direct-to-consumer channels are expanding. License categories are evolving.

Staying informed isn't optional anymore — it's a competitive advantage.

State vs. Federal: Why California Is Leading and What It Means Nationally

The core tension behind AB 1585 is that the problem it's trying to fix is fundamentally federal. The TTB sets appellation rules, and those rules currently allow imported bulk wine to wear a domestic label.

The Federal Labeling Loophole and TTB Appellation Rules

The bill would mandate 100% American-grown grapes for any wine carrying a domestic appellation — a direct challenge to federal standards. Federal reform moves slowly, so California is doing what California does: going first.

Could AB 1585 Trigger a National Domino Effect?

If you follow wine legislation trends, you know the pattern: California acts, other states follow, and eventually federal agencies feel the pressure.

The practical takeaway for retailers: even if you're outside California, your suppliers probably aren't. Changes to compliance requirements in California ripple through the national supply chain. If you operate across state lines, this bill deserves a spot on your watch list now.

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What You Should Do Right Now: A Practical Checklist for Retailers

You don't need to wait for a committee vote to start protecting your business. Here's what smart operators are doing today.

Steps to Protect Your Business Before the Hearing

Audit your wine inventory. Pull every bottle labeled "American" or "United States" appellation. If AB 1585 wine legislation passes, wines made with imported bulk juice could face relabeling or removal. Know your exposure now.
Call your distributors. Ask pointed questions about grape sourcing for any wine using a domestic appellation. Get answers in writing. If they can't tell you where the grapes came from, that's your answer.
Review your full compliance picture. Between AB 1585, the new Type 93 Estate Tasting Event Permit, and expanded license privileges rolling out across California, the regulatory landscape is shifting fast. Don't get caught reacting to three changes at once.
Subscribe to ABC legislative tracking updates. Learning about new laws after they hit your license isn't a strategy — it's a liability.

How to Submit a Public Comment Letter Before April 10, 2026

The bill's sponsors are actively requesting industry input, and retailers rarely speak up — which means your voice carries outsized weight. If you have a position on AB 1585, submit a public comment letter before the April 10, 2026 deadline. Keep it brief, specific, and focused on how the legislation impacts your business operations. Letters received before the committee hearing become part of the official record.

The Bottom Line: Stay Informed, Stay Compliant, Stay Competitive

AB 1585 wine legislation signals something bigger than a single labeling fix — a fundamental shift in how American wine is defined, labeled, and regulated. That shift has real consequences for what you stock, how you sell it, and how you stay compliant.