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February 10, 2026
Event Type: Webinar
Date: 2/24/2026
Coffee with Rob: Macro Trends & How Top-Performing Wineries Are Responding This session is all about stepping back and looking at the bigger picture. Rob will dig into the macro trends impacting the wine industry, drawing from the 2026 SVB State of the U.S. Wine Industry Report along with additional slides from his presentation deck that help put the data into context. Rather than focusing on day-to-day tactics, the conversation will center on what’s happening at a market level and what the data shows about how top-performing wineries are navigating today’s environment. We’ll start with Rob’s take on the data, followed by a moderated Q&A with questions submitted in advance by the eCELLAR community. DATE: Tuesday, February 24th, 2026 , 9:00 AM – 10:00 AM WHO: Rob McMillan, EVP & Principal Brand Strategist, Wine Silicon Valley Bank, a Division of First Citizens Bank LOCATION: Virtual Event RSVP ABOUT THE SPEAKER Rob McMillan, EVP & Pr
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“Peer to peer.” What are my neighbors doing? How are my neighbors doing, in relation to my winery? I’m all for running your own race, and doing what’s right for your own brand and your own business. I also understand that we live in a tight, relational ecosystem of wine. What’s happening with your peers matters and it can provide important perspective and context for what’s happening with you. This week I’d like to hover over two peer-to-peer perspectives. First up, our latest “snapshot” from January, highlighting key metrics across our entire dataset. For the first time we’re also including the WISE Triple Score, thanks to our newest partnership with the WISE team. Important takeaways from this community snapshot: Wineries gathered more customer data this January than last January, successfully building their databases for future marketing efforts. Winning wineries convert improved data capture and club conversion
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January 21, 2026
“Top performers prioritize the customer and use digital tools to extend that edge.” — Rob McMillan State of the US Wine Industry 2026 Silicon Valley Bank Wine Division “Use digital tools to extend your edge,” as Rob McMillan says. You know you need to. But how? Let us show you. Today we’re announcing full marketing integrations with Klaviyo, RedChirp and Mailchimp that go both ways. Here’s how it works: Build targeted consumer lists within Enolytics. (We help you with this, especially with our Sell More Now! module, where we show you lists of your specific consumers, which wines we suggest you pitch to them, and how much revenue you’ll generate.) Push the lists directly into your marketing platforms - Klaviyo, RedChirp and / or Mailchimp - for campaigns and automated flows. Campaign results are pulled back into Enolytics. Nightly syncing ensures continuous updates. You make money while you sleep. So that you and your team spend your time
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January 16, 2026
The 2026 State of the U.S. Wine Industry Report, published by Silicon Valley Bank and authored by Rob McMillan, provides a comprehensive, data-driven assessment of current conditions in the U.S. wine market. Built on more than 25 years of industry research, the report combines results from SVB’s annual winery survey, its Direct-to-Consumer (DTC) survey, demographic and cohort consumption modeling, and a wide range of third-party wholesale, retail, and population datasets. The conclusion is clear: while the industry continues to face structural headwinds, wineries are not experiencing these conditions equally. A widening performance gap has emerged between those adapting to changing demand and those struggling to do so. 2025 Performance: A Difficult Year for Many By nearly every measure, 2025 was a challenging year for the U.S. wine industry. Roughly half of the surveyed wineries rated the year negatively, citing slowing demand, rising costs, margin pressure, and inventory ch
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January 15, 2026
Demand decline improving with stabilization on the horizon Silicon Valley Bank (SVB), a division of First Citizens Bank, today released its 2026 State of the US Wine Industry Report. Widely regarded as the leading source of market trends in the premium wine sector, SVB’s 25th annual report provides an analysis of current market conditions, success strategies, and forecasts for the year ahead. The 2026 report estimates the following industry sales totals for 2025: Total volume of ~329 million cases (down from 335.9 million in 2024) Total value of ~$74.3 billion (down from $75.5 billion in 2024). The wine industry is moving through a multi-year demand correction, largely driven by value wines at the under $12 price point. Industry sales in 2025 declined 2.0% (by cases) and 1.6% (by dollars), yet both represent improvements compared to 2024. The industry ended the year with both profit margin compression and higher levels of inventory. The premium industry will likely experience its
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Event Type: Webinar
Location: Online
Date: 1/15/2026
Please join us on Thursday, January 15 for a live, virtual event to review findings and analysis from our 2026 State of the U.S. Wine Industry Report. Our panel of wine industry experts will present findings from the latest SVB State of the U.S. Wine Industry survey and discuss market sentiment, ongoing business challenges and share success stories. In this year’s session, we will: Examine the biggest impacts on U.S. wineries’ financial health. Analyze the ongoing shifts in consumer behavior. Investigate the relationship between wine supply and emerging threats. Explore the sales strategies currently used by leading brands. Our panel of wine industry innovators hosting this discussion include: Rob McMillan – EVP & Founder, Silicon Valley Bank Wine Division Janie Brooks Heuck – Managing Director, Brooks Wine Kristin Marchesi – Managing Director, Metis Mergers & Acquisitions Matt Owings – COO & CFO, Rombauer Vineyards Virtual Event Details
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October 7, 2025
The 2026 State of the Wine Industry survey is now open. As always, your input is invaluable to determining where the industry is heading and answering difficult questions, like: Where are the growth opportunities in a rapidly changing environment? What tactics are successful vintners using to find growth? Are your biggest challenges unique to your region or business model? How should you address the various risks to your business? With limited time and capital, where are successful vintners streamlining for efficiency? There are so many questions that the SVB State of the US Wine Industry report tries to take on to help give the industry guidance. But this is a partnership between SVB and the industry. We can’t do this without your help. As a survey participant, not only will you be the first to receive a copy of the report, but we’ll also share exclusive insights, 80+ charts, and regional benchmarks only available to survey participants. Thank you in advance for y
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August 18, 2025
The Buyer | Rob McMillan on lessons we can all learn from decline in US wine sales
Wine is a product that is exactly what the emerging consumer is seeking, they just dont know it. In this fascinating analysis of the ups and downs of the US wine market, Rob McMillan, principal brand strategist for wine at Silicon Valley Bank , sets out the overriding issues that have resulted in the first serious drop in demand for wine in the US since 1994. He explains why a fundamental shift in consumer demographics coupled with a resurgence in serious anti-alcohol campaigns is having serious ramifications on wine sales, particularly as the wine-friendly Boomer population is also starting to drink less. But there are reasons to be positive too, but it will need wineries, importers and retailers to wake up to the micro-marketing opportunities there now are to target a new generation of potential wine drinkers that can be drawn to wines that offer true value for money that deliver on taste, intrigue, sustainability and relevance.
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June 25, 2025
Written by Jeanette Tan The 2025 Silicon Valley Bank Annual Direct-to-Consumer (DTC) Wine Report, released in early June, is full of insights especially relevant for small, family-owned wineries. As Rob McMillan notes, there is “tangible evidence that we’re moving forward through this cycle,” and smaller wineries, in particular, are showing signs of success in navigating these changes. Here are my top three takeaways: Download the report here: SVB 2025 DTC Report 1. Small Wineries Built the DTC Model – and Still Lead It The report acknowledges the massive impact small, family wineries have had on shaping the DTC model we see today. Rob McMillan explains that 15 years ago, the dominant model was simple: wineries made the wine, and distributors sold it. Even after the 2005 Granholm Decision opened the door to DTC, many in the industry doubted that wineries had the necessary skills to sell directly. But when distributors began dropping smaller producers, sm
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June 24, 2025
vinSUITE has announced the full agenda and speaker lineup for the 3rd Annual Wine Club Symposium, the leading virtual event for winery professionals focused on driving wine club growth, boosting member retention, and leveraging AI in direct-to-consumer (DTC) operations. Taking place online on Tuesday, July 15, and Wednesday, July 16, 2025, the Symposium features six sessions, more than a dozen speakers, and data-backed content designed to give attendees clear, tactical steps for immediate application. The event is free to attend and begins each day at 9:00 AM PDT. Register at wineclubsymposium.com or directly via GoToWebinar. With wine clubs generating as much as 60% of DTC revenue for top-performing wineries, this year’s agenda focuses on increasing profitability through strategic customer targeting, member experience innovation, and operational efficiency. 2025 Wine Club Symposium Agenda Day 1 – Tuesday, July 15 9:00–9:50 AM PDT— State of the
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