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

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

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