Coffee with Rob: Macro Trends & How  Top-Performing Wineries Are Responding

This session is all about stepping back and looking at the bigger picture. Rob will dig into the macro trends impacting the wine industry, drawing from the 2026 SVB State of the U.S. Wine Industry Report along with additional slides from his presentation deck that help put the data into context.

Rather than focusing on day-to-day tactics, the conversation will center on what’s happening at a market level and what the data shows about how top-performing wineries are navigating today’s environment.

We’ll start with Rob’s take on the data, followed by a moderated Q&A with questions submitted in advance by the eCELLAR community.

DATE: Tuesday, February 24th, 2026 , 9:00 AM – 10:00 AM

WHO: Rob McMillan, EVP & Principal Brand Strategist, Wine Silicon Valley Bank, a Division of First Citizens Bank

LOCATION: Virtual Event

RSVP

ABOUT THE SPEAKER

Rob McMillan, EVP & Principal Brand Strategist, Wine Silicon Valley Bank, a Division of First Citizens Bank

Rob McMillan is one of the wine industry’s most respected thought leaders and a long-time advocate for innovation and data-driven strategy. As the founder of Silicon Valley Bank’s Wine Division, Rob has spent over 25 years analyzing trends, forecasting market shifts, and advising some of the most successful wineries across the U.S. His annual State of the U.S. Wine Industry Report is widely considered essential reading, offering forward-looking insights into consumer behavior, generational change, and financial health in the wine business. Known for his candid analysis and sharp commentary, Rob brings a unique perspective to the challenges and opportunities shaping the future of direct-to-consumer wine sales.

THE PULSE IS AN eCELLAR SPEAKER SERIES INSPIRING DTC SUCCESS

The Pulse is an eCELLAR speaker series designed to inspire and empower our DtC clients. These webinars explore cutting-edge topics that directly impact the wine industry, offering valuable insights and actionable strategies. Check out our upcoming calendar of events to take full advantage of this exclusive benefit and stay ahead in the industry.