Why Wineries Need Influencer Marketing Now Here's a number that should reshape how you think about marketing: 69% of consumers trust influencer recommendations more than information coming directly from a brand That's not a slight edge. That's a fundamental shift in how people decide what to buy. For wineries, this matters more than it does for most industries. Wine is a considered purchase wrapped in uncertainty. Your potential customer is standing in a tasting room or scrolling through an online store, wondering: Will I like this? Is it worth the price? Am I making the right choice? Influencer content answers those questions in ways traditional marketing cannot. When a trusted voice says "I tried this Pinot and it's incredible with grilled salmon," that carries weight. It's a peer recommendation disguised as content. Instagram and TikTok now drive wine discovery among younger audiences, and 87% of Gen Z consumers say they're willing to buy products

In an era where consumers are increasingly focused on diet to maintain a healthy lifestyle, the U.S. Food and Drug Administration (FDA) and other groups are taking steps to help Americans better understand food and beverage labels. The agency's recalibration of the "healthy" labeling criteria and introduction of a front-of-pack nutrition label offer the potential to reshape food product development while empowering consumers to make more informed dietary choices. Redefining 'Healthy' The FDA's definition of "healthy" has remained mostly unchanged since the 1990s, leading to a disconnect between scientific advancements in nutrition and food marketing. Under the new labeling rule, foods labeled as "healthy" must align more closely with the 2020–2025 Dietary Guidelines for Americans. The voluntary regulation goes into effect on April 28, 2025. Brand owners have three years to comply. There is no maximum or minimum type s

In January 2025, the U.S. Treasury's Alcohol and Tobacco Tax and Trade Bureau (TTB) issued a final rule to add 13 additional standards of fill (i.e., the amount of liquid in a container) for wine and 15 additional standards of fill for distilled spirits, allowing new packaging sizes and formats (e.g., glass for single-serve spirits-based drinks). This rule may reshape market dynamics, foster innovation, and enhance consumer choice. Expanding the range of allowable container sizes enables the U.S. to align with global packaging standards, making it easier for domestic producers to compete internationally and for imported products to enter the market without costly repackaging. This regulatory shift also allows brands more agility to innovate with new product formats, particularly in response to trends such as premiumization and sustainability. From a consumer standpoint, the expanded standards of fill offer an enhanced purchasing experience. Smaller formats cater to health-conscio

Afternoon Brief: Wine Labeling Up in the Air

The federal Alcohol and Tobacco Tax and Trade Bureau (TTB) is currently taking public comments on a proposed rule about nutritional labeling on alcohol. Sadly, information that a wine lover might actually want to know - residual sugar, and any additives - is not under consideration...

Afternoon Brief: US Government Proposes Alcohol Labeling Rules to Advance Transparency, Health, and Safety

Today, the Treasury Department's Alcohol and Tobacco Tax and Trade Bureau published two proposed rules to provide consumers with better information about the contents of alcoholic beverages...

Afternoon Brief: Washington Welcomes It's 21st American Viticultural Area

On October 29, 2024, the Alcohol and Tobacco Tax and Trade Bureau (TTB) published the final rule for the Beverly, Washington appellation to officially define it as a designated wine grape-growing region...

Afternoon Brief, February 29th

TTB Listens to Wine Industry: The TTB wants to hear what the industry thinks about label regulations, so Wine-Searcher's US editor had his say...

Forty Years of the Willamette Valley AVA: Celebrating a Milestone in Oregon’s Wine Legacy 

The Willamette Valley Wineries Association will celebrate the anniversary with tastings and other events for consumers throughout 2024 –  Willamette Valley, Oregon – November 27, 2023 – The Willamette Valley […]

Afternoon Brief, September 1st

Introducing the Newest AVA in California: Winters Highlands: Winters Highlands has been designated as the newest American Viticultural Area (AVA) by the U.S. Alcohol and Tobacco Tax and Trade Bureau (TTB)...