With no and low-alcohol categories on the rise and the sober-curious boogeyman around every corner, we needn’t wait for rock bottom to take a hard look at our sales strategy and make a change today.  While much of the wine & spirits industry points the finger at Gen Z & Millennials, the World Health Organization or the Surgeon General, the truth is there’s only one entity responsible for the trajectory of our revenue.  According to Navy SEALs Jocko Willink and Leif Babin in Extreme Ownership, when “problems feel overwhelming and insurmountable . . . it’s our human nature to shift blame, find excuses, and avoid consequences. But taking ownership over what went wrong and accepting the reality of the situation gives you complete control over how you can solve these challenges.” Trying to sell alcohol in 2025 is tough. Plain and simple, no way around it. With that acknowledged, let’s explore what we can do about it.   A Sign of

Dr. Laura Catena, a fourth-generation Argentine vintner, medical doctor and graduate of Stanford Medical School, will navigate the complex relationship between wine consumption and health in our next Pro Virtual Event, Monday, September 30, at Noon Central on Zoom. Dr. Catena is the Managing Director of Bodega Catena Zapata and Luca Winery. During the past 25 years, she has been a practicing part-time physician of Emergency Medicine in San Francisco. Her discussion will cover the pending update of the US dietary guidelines for alcohol against the backdrop of a recent WHO statement that 'no amount of alcohol is safe.’  Drawing on her extensive background in both medicine and winemaking, Dr. Catena will critically examine the WHO's claim, emphasizing the importance of moderation and the cultural aspects of wine drinking.  Join us for this nuanced, research-based exploration of alcohol's effects on health which advocates for informed individual decision-making