Most wineries don’t have a promotion volume problem. They have a promotion design problem. When you look closely at wineries delivering strong margins alongside steady consumer sales growth, patterns start to appear. Not because those promotions are trendy or copied from competitors, but because they are intentionally designed to drive revenue while protecting long-term customer behavior and brand value. Modern promotion strategy is not about running more campaigns. It is about structuring incentives that influence how, when, and why customers buy. Across the strongest performing wineries, promotions are increasingly treated as part of the revenue model rather than just part of the marketing calendar. They shape demand, influence order composition, and support long-term customer value. Why Promotion Strategy Is Really Revenue Strategy Promotions are no longer just marketing tactics. They are one of the most controllable levers inside a winery’s DTC P&L. For most wineri

The 2026 State of the Industry session at Unified was cautiously optimistic but did delivered a clear message: the wine industry is not in a temporary downturn, it is undergoing a structural reset. We are deep into this adjustment but there is still work to be done. Declining consumption, excess supply, margin pressure, and changing consumer behavior are no longer emerging risks; they are now realities. They are now the operating reality. What made this year different was the alignment between market data, producer behavior, and financial results. The conclusions echoed the themes in the most recent SVB State of the Wine Industry Report: slower demand, elevated inventories, capital constraints, and the need for sharper business discipline. A Global Market Under Pressure As Mike Veseth, The Wine Economist, noted, wine is now a global commodity. Approximately 45% of all wine crosses at least one international border. While global trade continues to grow, overall consumption is

The Actionable Version (Yes, Another One — But Hear Us Out) It wouldn’t be the end of the year in beverage alcohol without a million prediction articles telling you what might happen next. You’ve probably already read a few that say consumers will drink less, premiumize more, and still somehow want everything new, nostalgic, global, and convenient at the same time. All of that may be true — but this isn’t another “interesting but abstract” trends piece. This one is about what’s actionable right now for: Makers who need flexible, reliable distribution, and Buyers who want to keep their sets fresh, differentiated, and relevant in 2026 Here’s what we see coming — and how to actually do something about it. 1. Volume Isn’t Growing — but Opportunity Is Getting More Targeted Overall volume across many beverage alcohol categories remains flat or slightly down. At the same time, Buyers are still actively looking for n

The Wine Enthusiast 2025 report, “As Wine Production Plummets in California, Small Producers Seize the Moment” (https://bit.ly/44bcfAC), captures a truth the industry has felt for several seasons: California’s production environment has shifted from abundance to constraint. Lower yields, more variable conditions, and rising operating costs have altered the familiar supply landscape. But the most interesting development isn’t the decline itself — it’s the redistribution of opportunity. As the article notes, independent wineries are not simply surviving the contraction. They are stepping into the foreground, leveraging their flexibility, proximity to the consumer, and their ability to act without the institutional drag that can encumber larger producers. This is the story of a sector rebalancing around agility rather than acreage. Operational Discipline as a Growth Strategy Independent wineries are discovering that growth in this new era has less to do

Membrane filter cartridges are an essential tool for wine clarity and microbiological stability, but they do not have to be a disposable expense. With the right regeneration practices, wineries can restore flow, maintain sterility, and significantly extend cartridge life, which reduces both cost and waste. Instead of replacing filters as soon as they show pressure spikes or reduced throughput, regeneration allows winemakers to return a used cartridge to near-new performance. The result is better filtration economics and more predictable bottling runs. The Case for Regeneration ✔ Restores flow and keeps pressures low ✔ Preserves pore integrity for sterile filtration ✔ Minimizes premature replacement ✔ Reduces landfill waste and supplier spend ✔ Protects wine quality through consistent performance Most clogged filters are not worn out. They are simply loaded with colloids, yeast, and fine solids. Regeneration removes that load and resets the membrane.  Typical Regenera

In today’s craft beverage industry, cans have officially claimed the crown. Lightweight, durable, recyclable, and favored by retailers and consumers alike, aluminum cans are now the go-to format for packaging everything from flagship IPAs to water and everything in between. For breweries scaling up from taproom sales or mobile canning services, investing in an in-house canning line can be a game-changing step toward growth, quality control, and brand presence. For energy drinks or water, embracing the aluminum trend can play into sustainability and branding opportunities that connect with audiences across North America. At Prospero Equipment Corp., we’ve spent decades helping beverage manufacturers evolve their production and packaging systems. With premium canning and labeling solutions from our trusted partners like GAI and Makro, we support craft producers in building packaging lines that perform today and evolve for tomorrow. Here’s what to consider as you plan y

Tony CorreiaAt this quarter's Wine Financial Group roundtable, we are excited to announce that our speaker will be Tony Correia, who will be speaking on Art, Literature, and Economics (anything except the Vineyard markets). Recently recognized as one of four top leaders in the wine industry, Tony Correia is widely known as a leading authority on the valuation of vineyards, wineries, and other properties. He also has been a frequent speaker/instructor on agricultural properties, valuation, taxation, estate planning issues, water rights, wine industry, and vineyard and winery markets, and now is the Principal and Owner of The Correia Company. Come ready to make valuable new connections and have lively conversation about the latest industry trends and emerging financial topics! Wine and hor d'oeuvres will be provided. Hope to see you there! Wednesday, August 20 · 4 - 6pm PDT RSVP

Please join AWG Wine Advisors (formerly Allen Wine Group) and Women for WineSense for our next Wine Financial Group Roundtable! We are excited to welcome this meeting's speaker, Tony Correia, who will be speaking on Art, Literature, and Economics (anything but the vineyard markets). Wine and hors d'oeuvres will be provided. WHAT: Wine Financial Group Roundtable WHERE: Benovia Winery, Santa Rosa, CA WHEN: Wednesday, August 20th, 2025 | 4 PM - 6 PM SPEAKER: Tony Correia Our Speaker: Tony Correia Recently recognized as one of four top leaders in the wine industry, Tony Correia is widely known as a leading authority on the valuation of vineyards, wineries, and other properties.  He also has been a frequent speaker/instructor on agricultural properties, valuation, taxation, estate planning issues, water rights, wine industry, and vineyard and winery markets, and now is the Principal and Owner of The Correia Company.

Please join Allen Wine Group and Women for WineSense for our next Wine Financial Group Roundtable, Wednesday, August 20th, from 4 PM - 6 PM. We are excited to announce our speaker for this meeting, Tony Correia, who will be speaking on Art, Literature, and Economics (anything except the Vineyard markets). More details to come, along with RSVP information. We hope to see you there!

“Every experience in my academic journey starts with a single fact: I am the first in my family to continue my education.”— Denise, Juan Nevarez Memorial Scholar, Yale University First-generation college students like Denise don’t just pack up and head to school—they carry big dreams, heavy responsibilities, and the quiet courage to be the first. They often navigate college on their own, juggling tight budgets, unfamiliar systems, and the emotional challenge of leaving home. But when someone believes in them, everything changes. The Juan Nevarez Memorial Scholarship was created to do exactly that—by offering financial support and mentorship to the children of vineyard and winery workers. It’s not just a scholarship; it’s a bridge to a better future. And it's working: our scholars are graduating, thriving, and giving back to their communities. --- Denise's Journey to Yale As the first in her family to attend college, Denise h