For the fourth consecutive year, four seasoned wine industry thought leaders return to examine the critical challenges and opportunities defining the wine landscape in 2026. Each panelist will share their most important predictions and trends that wineries need to understand to thrive in the year ahead. This engaging panel discussion offers multiple perspectives on the forces shaping our industry, equipping you with practical insights to make informed decisions and capitalize on emerging opportunities throughout 2026. Session Panel: Chris Bitter, Senior Wine & Grape Analyst / Terrain Philana Bouvier, President / Demeine Estates Bourcard Nesin, Industry Analyst / Rabobank Dale Stratton, Managing Director / Azur Associates Moderator: Damien Wilson, Faculty Director and Hamel Family Faculty Chair of Wine Business / Sonoma State University

It’s no secret that people are drinking less. The consistent, downward trends in alcohol consumption are presenting significant challenges to the wine industry, which is already having to operate in a complex, competitive marketplace. In order to dissect what is happening in the world of wine and figure out how to make adjustments, industry leaders need solid information on which to base their current business practices and future projections. Fortunately, the industry has Terrain, a group of experts providing exclusive insights and forecasting to customers of American AgCredit and other participating Farm Credit associations in order to promote a more vigorous agricultural economy. Chris Bitter, Ph.D., a senior wine and grape analyst with Terrain and American AgCredit, has recently written two comprehensive articles for "Winescape", a publication that delves into current wine sales data and explores what those show about trending topics such as overall alcohol consump

In the Fall 2025 issue of Winescape, Dr. Chris Bitter, Senior Wine and Grape Analyst at Terrain, dives into the data behind the decline in alcohol consumption to find its root causes. In this episode of Expert Perspectives, he outlines the five major factors and what he thinks is the biggest driver.

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. There are wineries out there that are doing well, but they’re not

State of the Industry; The Wine Market and Consumer Are Evolving – So Should You In this data-driven session, Dr. Chris Bitter, Senior Wine and Grape Analyst for Terrain / American AgCredit, will break down the key trends shaping both retail and direct-to-consumer wine sales. He’ll examine the structural headwinds impacting the industry, provide a forward-looking outlook on wine sales, and highlight areas where innovative wineries are still finding growth. Wine consumption is declining, and that trend isn’t likely to reverse anytime soon. But beneath the headlines, there’s a more complex story—one that reveals important nuances, shifting consumer behaviors, and untapped opportunities for wineries willing to evolve. The brands that succeed in this new landscape will be those that understand the challenges, adapt to market realities, and embrace strategic change. This interactive session will also include live polling to establish industry benchmarks, allowi

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 m

The Spring 2024 issue of "Winescape," a new wine industry report series from Terrain and American AgCredit, presents key takeaways from the preliminary California Grape Crush Report. First, the California grape market is structurally oversupplied. "Acreage will almost certainly need to be removed," author Chris Bitter writes. "The question is not if, but what and where." Another key takeaway is that Sauvignon Blanc is at risk of becoming overplanted. "Caution is advised in planting new acreage or replanting to this variety without a contract in hand," Chris adds. And in an important takeaway for all growers, Chris states why diversification can be a sound strategy, particularly in today's environment: "Simply put, a vineyard planted to multiple varieties is likely to generate a more stable cash flow over its economic life." Read about these and other takeaways in the new "Winescape": https://www.winescape.com

Please join Sonoma County Vintners and American AgCredit’s Terrain Analysts for a look at macroeconomic forecast and trends in the vineyard and wine markets. Hear Agriculture and Macroeconomics Analyst, Matt Clark, discuss the impacts of interest rates on investment decisions, rising production costs and labor challenges in the agriculture industry. Senior Grape & Wine Analyst, Chris Bitter, Ph.D. will bring Matt’s points to the wine industry with a market analysis and grape crush report synthesis. Please stay for lunch to continue the conversation. Terrain, The Lay of the Land, From Agriculture’s Leading Experts. An offering of American AgCredit, Farm Credit Services of America and Frontier Farm Credit, Terrain delivers exclusive insight and confident forecasting in the market areas that have an impact on our customers’ businesses. American AgCredit and Terrain proudly produce Winescape, a quarterly report on the markets and trends of the California vineyar

2024 Presenting Series Sponsor: Session 1: Four Takes on Twentyfour Date & Time: Wednesday, January 17th – 10:00 AM (PT)  Kicking off the 2024 edition of Bold Predictions, titled “Four Takes on Twentyfour”, we are bringing back moderator Damien Wilson, Hamel Family Faculty Chair of Wine Business Institute and panelists Dale Stratton, Managing Director / Azur Associates, Philana Bouvier, President / Demeine Estates and Bourcard Nesin, Industry Analyst / Rabobank. Joining last year’s panel will be Chris Bitter, Senior Wine & Grape Analyst / Terrain all there to revisit some of last year’s “Bold Predictions” along with sharing their insights and thoughts on what we can expect for our industry in the year ahead. Register Now Session Panel:    Session Sponsor: Supporting Sponsor:    

Registration is now open for Wine Industry Network’s (WIN) first session of the Bold Predictions: Wine Industry Leadership Conference Series. This must-attend virtual session will be broadcasted on January 17, 2024, from 10:00 a.m – 11:00 a.m. Registration is free for wine industry professionals. Kicking off the 2024 edition of Bold Predictions, titled “Four Takes on Twentyfour”, we are bringing back panelists Dale Stratton, Managing Director / Azur Associates, Philana Bouvier, President / Demeine Estates and Bourcard Nesin, Industry Analyst / Rabobank. Joining last year’s panel will be Chris Bitter, Senior Wine & Grape Analyst / Terrain all there to revisit some of last year’s “Bold Predictions” along with sharing their insights and thoughts on what we can expect for our industry in the year ahead. The session will be moderated by Damien Wilson, Hamel Family Faculty Chair of Wine Business Institute.