In the film Field of Dreams, a quiet voice whispers a simple promise: “If you build it, he will come.” The idea was never really about baseball. It was about creating something meaningful and trusting that the right people would be drawn to it. The wine industry is standing at a similar crossroads. For decades, wineries have operated on a simple assumption: make great wine, tell a compelling story, and consumers will come. Craft the product. Earn the accolades. Build the brand. But the next generation of wine consumers is telling us something different. Gen Z, now entering legal drinking age and shaping the future of hospitality, is not primarily seeking bottles to collect or scores to chase. Many say they are looking for something more fundamental: connection, community, and places where they can gather with friends away from the constant pull of the digital world. In other words, they are looking for a third space. For winery owners, executives, and Direct-to-Consumer lea

From hospitality-driven visitation to loyalty and strategic partnerships, the Wine Sales Symposium explores where revenue growth is coming from now The path to winery growth looks different than it did even a few years ago. Today’s most successful wineries are not relying on a single channel or a single tactic. Instead, they are building growth through a combination of stronger customer experiences, deeper retention strategies, and brand partnerships that extend reach beyond traditional wine audiences. At this year’s Wine Sales Symposium, several sessions will explore how these shifts are reshaping sales and marketing strategies across the industry. One of the most important changes is happening in hospitality and visitation. Consumers—especially Millennials and Gen Z—are increasingly choosing experiences that feel personal, memorable, and aligned with their identity. For wineries, that means visitation is no longer simply about tasting wine; it’s about de

The tasting room used to be the heart of the winery business model. Walk-ins became club members. Club members became brand ambassadors. Revenue flowed predictably, and the formula worked. That’s changing. Visitation to wine regions is softening and tasting room traffic that wineries once counted on is declining. The cohort that’s most noticeably absent? Millennials and Gen Z, the consumers who should be building the next generation of wine loyalty. For many wineries, the drop-off has been gradual enough to rationalize. Blame the economy. Blame changing drinking habits. Blame competition from craft beer and cocktails. But the reality is harder to swallow: younger consumers aren’t avoiding wine country because they don’t like wine. They’re avoiding it because the traditional tasting room experience no longer competes with how they want to spend their time and money. And if wineries don’t adapt, they risk becoming relics of an industry that waited to

Join winery leaders and industry experts to explore the strategies shaping the future of wine sales. The wine industry is entering a period of significant change. Consumer behavior is shifting, visitation patterns are evolving, and the traditional paths to market are being redefined. To succeed in this environment, wineries must rethink how they attract customers, build lasting relationships, and grow their brands. The Wine Sales Symposium, taking place on Wednesday, May 13, brings together winery leaders and industry experts for a full day focused on the strategies shaping wine sales today and in the years ahead. This year’s program explores critical topics that will cover: • Hospitality Innovation: Reimagining tasting room experiences to attract Millennials and Gen Z through values-driven programming, experiential design, and strategic partnerships • Wine Club and Customer Retention: Data-driven approaches to reducing churn, building membership value,

Ten Ways Wineries Can Evolve From Selling Bottles to Creating Experiences That Resonate With a New Generation. If I told you a winery just opened with no vineyard, no winemaker on staff, and no interest in talking about terroir… would you visit? What if I told you it had a silent disco in the barrel room, a drag brunch series, and a 3-month waitlist for a zero-proof pairing menu? Those wineries exist. And they’re thriving. Because for a new generation of visitors, the wine isn’t the reason—it’s the reward. It’s not about what you pour anymore. It’s about how you make people feel. And we used to excel at this. But then we woke up one day… and it wasn’t working like it used to. The same offers stopped converting. The same messages started falling flat. The same visitors didn’t come back. And it’s not because we got worse at what we do. It’s because the customer changed. What they want. How they behave. Where t

The word “brand” is notoriously difficult to define in marketing. If we were talking about a ranch brand—the kind seared onto livestock to signify ownership—that’s easy to understand. But in marketing, a brand is not a physical thing. It’s a symbolic construct. It’s not the label on the bottle or the winery’s logo or even the product itself. Rather, it’s the entire perception a consumer holds in their mind about your company, your wine, your people, and everything you collectively represent. A brand is a conceptual identity that differentiates you from your competitors. It can be shaped by your name, your origin story, the design of your label, the personalities involved in your winery, your tasting room experience, your packaging, your email tone, your partnerships, or even how you respond to a customer complaint. All these elements come together to form the intangible yet powerful idea of your brand. It is, quite literally, eve

After 30 years of moving up and to the right, the American wine industry hit a wall. Not a temporary slowdown or a soft patch. A structural shift that requires a fundamentally different marketing playbook. 2025 was the reality check. 2026 is the year wineries either adapt or watch their customer base age out beneath them. The data is now unambiguous: wine sales dropped approximately 6% in 2024, marking the steepest decline in decades according to SipSource industry data. More troubling than the headline number is what's driving it. This isn't a recession blip or a bad vintage. It's a fundamental realignment of who drinks wine, how they buy it, and what they expect from the brands they choose. Here are the five trends reshaping the US wine market and what they mean for your brand's survival. The Demographic Disruption The wine industry built its growth on one generation: Baby Boomers. That generation is now aging out. The Wine Market Council's 2025 U.S. Consumer Ben

I spend an embarrassing amount of time every January reading year-end recaps, trend reports, and “culture in review” pieces. It’s part professional habit, part curiosity, part doomscrolling with a notebook. But as I started flipping through 2025 retrospectives, something felt… off. Not alarming. Not exciting. Just oddly muted. Nothing was shouting. Nothing felt particularly sharp. Even the topics that usually come with big opinions seemed softened, neutralized, turned down a few notches. So I pulled the thread. And the more I looked, the more I began noticing the same quiet signals emerging in places that had no connection to each other: design trends, language, social behavior, media content, fashion, and even travel preferences. Different industries. Different audiences. Same emotional temperature. Meh. Which led me to a question I couldn’t shake: Is this increasing indecisiveness a new form of rebellion? A sign of boredom? Or are we just culturall

This cork stopper adapts to standard bottles and combines practicality with sustainability, preserving all the advantages of cork. Amorim Cork relaunches Helix, the ergonomically disruptive natural cork closure that combines the convenience of twist opening with the authenticity, ritual, and sustainability of traditional cork. First introduced in 2013, Helix has surpassed 50 million units sold globally and is now available in an updated version compatible with all bottles featuring an 18.5mm neck (CETIE model), expanding its versatility across markets and wine styles. Helix was developed to address evolving consumer behavior while preserving the elements that define the wine experience. The closure opens without a corkscrew, yet retains the unmistakable “pop” of natural cork—maintaining the opening ritual consumers associate with quality and celebration. Its twist-and-pop design allows bottles to be easily reclosed, supporting fractional consumption and helping preserv

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