March 13, 2026 (Novato, CA) — Following the release of the Preliminary 2025 California Grape Crush Report, Turrentine Brokerage, the largest California grape and bulk wine brokerage company, has issued a market assessment characterizing the 2025 vintage as one of the most challenging for the wine industry since Prohibition. According to the new state data, the total tons crushed came in at 2.62 million tons, a figure that is above initial projections and well above what was felt by the industry. This statewide volume is 8% below 2024 and 23% below the 5-year average. Total red wine production declined by 9% and white wine production declined by 6%. “The decrease in tons is still very positive news for the industry overall,” said Steve Fredricks, President at Turrentine Brokerage. “The 2025 vintage highlights the industry’s directional shift of declining production and an overall restructure of the industry. 2025 represented continued challenges for grower

Beyond the Peak of Excess by Steve Fredricks As we turned the calendars to 2026, the landscape felt familiar: excess inventories, a scarcity of buyers, and a relentless stream of negative headlines that keep the wine markets entrenched in a perception of "peak of excess." While it is true that some inventories remain swollen and activity in the bulk wine and grape markets is sluggish, significant actions (and reactions) to correct this oversupply have been underway behind the scenes for years. These actions are beginning to come to the forefront in the form of vineyard removals and, unfortunately, the closing of wineries and other associated businesses in the industry.  The combination of unsold tonnage and strategic vineyard removals has limited both recent crop sizes and reduced future supply potential. The 2024 crop, totaling 2.864 million tons, was the smallest in 20 years; 2025 is likely to be dramatically smaller. However, projecting actual tons crushed for 2025 i

Perfect Storm by Steve Fredricks We are nearing a wrap to harvest for one of the most difficult years for the wine industry since Prohibition. Grape and bulk wine buying activity at the end of the season continues to be generally low statewide, with only a few opportunistic plays in the North Coast and Paso Robles and very little activity to replace grapes unfortunately rejected in any region.  The 2025 vintage was a perfect storm that came to a head at harvest. Among the multitude of challenges this year were a cooler growing season, low vineyard inputs due to diminished prices, minimal grape demand leading to uncontracted fruit, and multiple rain events during harvest which increased disease pressure on grapes already struggling to reach minimum Brix. Statewide, there are still many tons on the vine with multiple rain events in the latter half of October essentially ending harvest for many growers. Despite these challenges, there are numerous reports of very good quality wines.

A WINERY GUIDE TO AVAILABLE RESEARCH You know what’s better than spending ten grand on a focus group where Jan from accounting tells you your wine label “feels aggressive”? Doing your homework first. And no, we don’t mean journaling your feelings over a glass of Pinot. We mean secondary research—the overlooked, underloved MVP of marketing insight. While everyone else is out there reinventing the wheel with a clipboard and a budget they don’t actually have, smart marketers are quietly unlocking industry goldmines using data that’s already been collected. It’s like discovering your neighbor’s Wi-Fi is open and they happen to stream all the same shows you like—only more legal. Let’s break down this not-so-secret weapon. THE BOUGIE STUFF: COMMERCIAL SUBSCRIPTION DATA If you’ve got champagne dreams and a caviar budget, welcome to the gated community of NielsenIQ, IRI, Forrester, and Gartner. These firms offer beautif

In today’s challenging business climate, many small winery owners are cutting back wherever they can. But when it comes to marketing, the stakes are high: cut too much, and you risk losing momentum. Spend without a plan, and you may as well be tossing cash into the vineyard wind. Too often, I see owners relying on what I call “hope marketing.” They send out an ad, launch a promotion, or host an event—and hope it brings in more customers or wine club signups. It’s a bit like planting a vineyard without knowing your soil, climate, or varietals. You spend the money, put in the work, and pray for a great harvest… but you’re not set up for consistent success. And then there’s the temptation to copy what big wineries are doing, thinking it must be the “right way” to market. So they hire an expensive marketing consultant—one who’s used to working with large companies—and end up hearing nothing but crickets. It&rsqu

Navigating Uncertainty by Steve Fredricks "Uncertain" is the word most people are using to describe the current wine market. This sentiment applies to everything from the long-term outlook for wine consumption and vineyard acreage, to the projected size of the 2025 harvest and the immediate future of the bulk wine market. These inherent market uncertainties are further complicated by external tariff and trade issues impacting the broader economy.  This cloudy picture has led to delayed decision-making, with bulk wine and grape purchases remaining conservative. Buyers are cautious when adding additional inventory, resulting in soft bulk wine and grape prices. This oversupply cycle is proving to be the most challenging the industry has faced in decades.  Despite the persistent oversupply and low prices, the market is evolving, particularly on the supply side. We're seeing vineyard acres removed or unfarmed, bulk wine sold at low prices, and exciting innovation in

California's smallest winegrape crush since 2004 The California Department of Food & Agriculture's Preliminary Grape Crush Report for 2024 was released today, February 10th. The winegrape crush of 2,843,646 million tons was below the Ciatti Company’s pre-harvest projections of 3.1-3.2 million tons and the smallest since 2004. The crush was lower than even the low end of Ciatti’s estimated range, which is surprising, and indicates that - as well as yields being down - there was potentially a larger amount of grapes unpicked than previously estimated. Some observations: The total tons crushed was down -22.8% versus 3.685 million tons in 2023. It was the least amount of tons crushed since 2004 - the last time California crushed less than 3.0 million tons of winegrapes. The average tonnage price overall was down -6.8%, which does not reflect the grapes unpicked because they had no market. Cabernet production was down -30.8%, with a total of 447,919 tons in 2024 ve

The wine industry is steeped in tradition, but let’s be real—it’s time to shake things up. Younger demographics aren’t buying into the same old wine marketing tricks or outdated experiences. Want to grab their attention (and their dollars)? Then it’s time to think bold, fun, and modern. You Don’t Have to Do It All—Start Small and Stay True to Your Brand Attracting younger wine lovers doesn’t mean you need to overhaul everything or abandon your roots. Instead, consider making a few strategic shifts that align with your brand. Maybe your website keeps the traditional tasting notes, but you have fun with social media. Maybe your weekends are reserved for 21+ reservation-only tastings, but your weekdays are more relaxed and family-friendly. The key is finding what works for you and your audience. Now, let’s dive into some ideas. 1. Flex Your Wine Club Options Your wine club isn’t working for everyone. Sure, your loyal members lov

Sonoma County Winegrowers Focus on Creating Experiences to Engage New and Existing Wine Lovers SANTA ROSA, Calif. (January 17, 2025) – For over a decade, Sonoma County Winegrowers has been at the forefront of innovation, forging powerful partnerships with iconic brands like John Deere, Ford Pro, Wilbur Ellis, Landry’s, and the San Francisco Giants. As unveiled at this week’s annual Dollars & $ense meeting, held virtually, 2025 marks a year dedicated to “Renewing, Building, and Growing” these renowned programs, expanding their reach, amplifying the Sonoma County story, and setting new benchmarks in excellence. As Karissa Kruse, president and chief executive officer of Sonoma County Winegrowers, started her presentation with a review of the past twelve years since she joined the organization, it was clear that the results in building the brand’s visibility over the years has been successful. From being world leaders in sustainability, to sports ma