Due to the public health concerns of the COVID-19 pandemic, the 3-Tier Wine Symposium has been postponed from May 7 to Thursday, September 3, 2020. It will still be held at the Hyatt Regency in Santa Rosa, CA.

“This crisis has forced us to reschedule the symposium, but it has also shown how important it is for wineries to be diversified in their routes to market,” says George Christie, President & CEO of Wine Industry Network. “In addition to the expert speakers we already have lined up for the symposium, we will address the lessons learned during the current crisis to help make wineries more prosperous and resilient in the future.”

Registration for the new symposium date is now open, and additions to the program will be announced in the coming weeks. Any attendee already registered for the May 7 date will be offered a ticket for the new date or a full refund.

Has the time come for small and medium wineries to move beyond the 3-tier distribution system? Should they build direct to trade networks across states just as they have developed direct-to-consumer businesses?

This session, presented by John Hinman, of Hinman & Carmichael, LLP will examine the potential and significant impact that the 2019 Supreme Court ruling in the Tennessee Wine and Spirits Retailers Association v. Thomas will have on other markets and the opportunity it will present to producers looking to leverage the Direct to Trade channel.

Presenting Speaker:

John Hinman
Founding Partner / Hinman & Carmichael LLP

This one-day education symposium will be held on Thursday, May 7th, from 8:00 a.m. – 4:30 p.m. at the Hyatt Regency Sonoma Wine Country in Santa Rosa, CA. The event will include a beautiful wine country buffet lunch and will culminate with an afternoon networking social and wine tasting. The event also features limited space for a small, select number of exhibitors who are interested in showcasing products and services specifically relevant to wineries looking for information about improving their distribution opportunities.

Registration for the event is now open and seating is limited. Table-top exhibits and sponsorships are also limited and expected to sell out early.

Click Here to Learn More / Register Now

Industry Experts Share Their 3-Tier Insights

The 2nd Annual 3-Tier Wine Symposium will leverage channel experts from all facets of the three-tier system who will present a full day of information designed to help winery owners, executives, and sales & marketing professionals learn more about the complicated, but necessary, world of distributor and buyer relations. Attendees will leave with the tools and techniques needed to grow their brand and maximize profitability.

Building upon the foundation of last year's event, this year’s conference will include two panels featuring successful wine buyers and their perspective insights into buying behavior changes and purchasing trends in general. The program will also include a category overview, the impact of technology, small producer success stories and more.

2020 Featured Speakers:

Katie Calhoun President / Calhoun & Company Communications Michael De Loach Owner & President / MD Wine Industry Consulting Cheryl Durzy Founder & CEO / LibDib Eric Guerra Galactic Viceroy of Wine / Reserve Tastings Wine Co.

Jake Hegeman VP of Legal and Regulatory Affairs / Wine & Spirits Wholesalers of America (WSWA) Barry Herbst Wine Director / Bottle Barn Liquors John Hinman Founding Partner / Hinman & Carmichael LLP John Kochis, CSW President / Gemini Consulting, Owner / Ground Effect Wine Co.

Paul Manchester Wine & Spirits Buyer / Grocery Outlet Patrick Maulfair Domestic Wine Buyer / Sam's Club Adam Pizer VP, Business Development, Wine / Breakthru Beverage Mike Provance, PhD CEO / 3x3 Insights

Steve Raye President / Bevology, Inc. Dale Stratton Owner / Five Points Consulting LLC Steve Tamburelli Co-Founder / Vinitas Wine Group Laura Webb Partner / Okos Partners

This one-day education symposium will be held on Thursday, May 7th, from 8:00 a.m. – 4:30 p.m. at the Hyatt Regency Sonoma Wine Country in Santa Rosa, CA. The event will include a beautiful wine country buffet lunch and will culminate with an afternoon networking social and wine tasting. The event also features limited space for a small, select number of exhibitors who are interested in showcasing products and services specifically relevant to wineries looking for information about improving their distribution opportunities.

Registration for the event is now open and seating is limited. Table-top exhibits and sponsorships are also limited and expected to sell out early.

**The first 100 people to register will receive “early-bird” pricing of $295 and each additional registrants are Just $195 each!** 

Adapt, Connect, Thrive: Why Sales & Marketing Leaders Can’t Miss this Event

In a time when the wine industry is facing headwinds on every front—rising inventories, demographic shifts, changing consumer preferences, and continued economic pressure—many wineries are grappling with how to evolve their approach to sales and marketing. The upcoming Wine Sales Symposium, taking place May 14th at the Hyatt Regency Sonoma Wine Country in Santa Rosa, was created specifically for wine sales and marketing professionals who are ready to embrace change and seek out the strategies driving real growth in today’s marketplace.

Hosted by the Wine Industry Network, this one-day, in-person event brings together top-performing wine brands, leading industry voices, and innovative thinkers for a focused, no-fluff conversation about what’s working—and what’s not—in the business of wine.

Sessions Designed for Doers, Not Bystanders

Unlike broader wine industry events, the Wine Sales Symposium zeroes in on sales and marketing-specific content, making it especially valuable for winery executives and teams tasked with driving revenue and brand growth. Sessions are designed to deliver practical, applicable insights—not theory—and offer a chance to learn directly from those who are adapting and thriving.

From pricing and packaging to content strategy and distribution, the program covers the spectrum of sales challenges facing wineries in today’s environment.

Key Conference Highlights You Can’t Miss:

• State of the Industry with Dr. Chris Bitter, offering a data-driven breakdown of current market forces, consumer trends, and key headwinds shaping both DTC and wholesale channels.
  
  
• Cracking the Code: Why Some Wine Brands Are Thriving Against the Odds, a dynamic closing session featuring cross-sector perspectives from J. Lohr Vineyards & Wines, O’Neill Vintners, Breakthru Beverage, and more. This discussion will unpack the real strategies driving success, from impact-driven branding to navigating SKU consolidation.
  
  
• Mastering Modern Media, a panel of wine journalists and PR experts exploring how smart media strategy can increase visibility and drive sales. Panelists will answer the question every winery is asking: Does media coverage really help sell wine, and how do you make it work for your brand?
  
  

Beyond the Sessions: Networking, Celebration & Onsite Resources

In addition to the main sessions, attendees will benefit from four targeted breakout sessions that dive deeper into sales and marketing topics critical to winery success today. These sessions are designed to be interactive and immediately applicable, giving attendees a closer look at specialized strategies and tools.

The day also includes a Marketing Awards Winners Celebration, recognizing standout campaigns and creative work from across the wine industry. Attendees will enjoy a catered outdoor lunch, offering time to relax, connect with peers, and recharge between sessions.

As the day wraps up, the Symposium will host a special end-of-day Wine Social—a relaxed networking reception featuring local wines and the opportunity to connect directly with winery owners, marketing executives, wholesale distributors, DTC experts, and industry peers.

Throughout the event, attendees can also explore the Sales & Marketing Resources – select industry vendors and solution providers that will be exhibiting onsite. It’s a chance to discover tools, services, and partnerships that can support your marketing and sales goals—plus build new business relationships in a meaningful, face-to-face setting. 

Real People, Real Conversations, Real Solutions

What sets WISS apart is its interactive format and peer-to-peer value. The Symposium isn’t just about sitting in on sessions—it’s about connecting with other winery professionals who are also navigating uncertainty and seeking fresh ideas. Attendees gain not only expert insights from the stage, but also powerful takeaways from the people they meet over coffee, during lunch, and between sessions. 

Whether you’re working to reinvigorate your wine club, capture younger audiences on social media, or reposition your brand in a crowded shelf space, the conversations at WISS are designed to help you find your next move.

If you’re a sales or marketing leader looking to sharpen your strategy, build new relationships, and come away with actionable ideas that can move the needle, this is the event for you. The Wine Sales Symposium is a rare chance to step outside your day-to-day and invest in learning what it takes to succeed in today’s wine market.

The future of wine is being shaped right now.
Be in the room where it happens.

To view the full event schedule, conference program, speaker line-up, and registration, visit: www.winesalessymposium.com

Wine Sales Symposium
OPENING SESSION

State of the Industry: The Wine Market and Consumer Are Evolving – So Should You

Wine sales are shifting, and consumer behavior is changing—but not always in the ways the headlines suggest. To help make sense of it all, we’re kicking off the 2025 Wine Sales Symposium on May 14th with an opening session led by Dr. Chris Bitter, Senior Wine and Grape Analyst at Terrain / American AgCredit.

In this insightful and interactive session, Dr. Bitter will explore what’s really behind the recent declines in wine consumption and provide a deeper look at the trends shaping both retail and DTC sales channels. He’ll address the structural challenges facing the industry, offer a forward-looking outlook, and share where innovative wine brands are still managing to grow despite headwinds.

This session is designed to help you make informed, strategic decisions and adapt to the realities of a changing marketplace. Don’t miss your chance to gain the insights you need to stay competitive and lead with confidence.

Chris Bitter, Ph.D.
Senior Wine & Grape Analyst / Terrain, American AgCredit
In addition to the opening session and conference program, the event will include an outdoor catered lunch and a special end-of-day networking wine social featuring local wines. Attendees will have an opportunity to visit with onsite sales & marketing resources exhibiting at the event and network with winery owners, marketing executives, sales professionals, wholesale distributors, and DTC experts leading to potential new business relationships and collaborations.