Winery leaders and industry experts explore the strategies shaping the future of wine sales. The wine industry narrative over the past two years has been dominated by decline: falling consumption, shrinking distributor portfolios, and weakening consumer loyalty. The headlines suggest an industry in freefall. But the reality is more nuanced - and more useful. Yes, overall wine consumption continues to face pressure. Consumer behavior is fragmenting in ways that challenge traditional approaches. But the full story isn’t simply decline. It’s divergence. Some wineries are still growing. Some categories are holding steady while others contract. Some sales channels are thriving while others struggle. The difference often comes down to whether wineries have adapted their strategies to match the market that exists today, not the one that existed three years ago. At Wine Industry Network’s Annual Wine Sales Symposium on May 13, Dr. Chris Bitter will present research on what’s actually happening

Every winery knows the tasting room matters. Few know just how much. Commerce7 analyzed data across six global markets, and one thing kept showing up. The tasting room isn't just a sales channel. It's where most new customer records get created. Where most DTC transactions happen. Where first-time guests become regulars. Commerce7's latest Data Drop, "The Tasting Room Effect," breaks it all down: → Where the revenue is actually coming from → The opportunities most wineries are leaving on the table → What growing wineries are doing differently Get the Data Drop The Commerce7 Data Drop series is an ongoing series designed to deliver timely, digestible insights that help wineries understand what is really driving direct-to-consumer performance. What was once a single yearly data book will now be published in shorter pieces that arrive throughout 2026, giving the industry faster access to trends, benchmarks, and opportunities backed by the largest DTC

Enolytics, the leading data insights company for the wine industry, today announced the launch of Enolytics Live, a new mobile app that gives wineries and wine brands real-time visibility into their daily sales performance across multiple channels — anytime, anywhere. With Enolytics Live, winery teams can now track their key sales metrics on the go through clear, interactive dashboards that auto-update on any mobile device. It’s the first application of its kind that is custom-built for wine brands, bringing mobile access to sales data from legacy systems, bringing a new level of speed and clarity to winery decision-making. “Our mission is to empower wineries to grow through the power of their own data,” said Cathy Huyghe, Co-Founder and CEO of Enolytics. “Enolytics Live is a big leap forward in accessibility and immediacy. Whether you’re at your desk, in the vineyard, or on the road, you can see exactly how your sales are performing

There are multiple paths to get started in wine sales. By Karen M. Wetzel As a wine industry career coach, I find that wine sales roles are highly desired. But given the differences between supplier and distributor sales positions, it can be hard to determine which might be best for you. Before we look at specifics, here’s a quick review of how alcoholic beverages are brought to market in the United States through the government’s three-tier system. Supplier Sales All wine sales originate with the supplier at the top of the three-tier system. A supplier may own or represent a single winery, such as Truchard or Fortunati Vineyards, or might be an expansive corporation with multiple brands, such as Gallo or Treasury Wine Estates. Regardless of scale, suppliers are responsible for selling their products to distributors across the country.   To achieve market success, suppliers employ sales directors or managers to oversee specific states or regions. Their primary responsi

Are you and your importer/distributor both eager to tell your story in a way that translates into sales? Consider equipping your sales team with consistent and professional materials (a sales tool kit) that tell your authentic story. A sales tool kit is a toolbox, containing the items that make it easier for your customer to understand your wine, and make room for it on their shelves. What’s in a sales tool kit? At the minimum it should include a portfolio sheet listing all of your wines, but a great sales tool kit will include several items that make it easier for the buyer to sell your wine to consumers. Sales Tool Kit Checklist: Portfolio Sheet/Booklet Technical Information Sheets Sell Sheets Shelf Talkers Neck Tags Business Cards Tasting Cards So, how can you create a sales tool kit? Here’s the process we go through to create one: Strategy The first step is to have a strategy and determine which pieces of information will be used where (such as what accolades or review

At this year’s Wine Sales Symposium, taking place on May 14th, we’re tackling two of the biggest challenges facing today’s wine professionals: standing out in a saturated market, building meaningful connections with consumers, and driving consistent sales through wholesale channels. These expert-led sessions will equip you with the strategies you need to elevate your brand and expand your reach. Whether you're looking to sharpen your story or unlock distribution success, these conversations are designed to deliver real-world insights you can apply immediately. Is your brand telling a story that resonates with today’s consumers, or just blending in? In a market where younger consumers connect more with craft beer and spirits, wine brands need stronger stories to stand out. This session explores how using brand archetypes can help wineries build emotional connections, shape clear messaging, and create memorable, story-driven branding that resonates with to

Wine Sales Symposium Insights, advice, and actionable takeaways for wineries looking to grow sales and profits. Join us May 14, 2025, in Santa Rosa, CA for the Wine Sales Symposium, a one-day event designed to equip wineries with the insights, strategies, and tools needed to thrive in today’s competitive market. This year’s symposium kicks off with the State of the Industry session, offering a deep dive into current market trends, shifting consumer behaviors, and where new growth opportunities are emerging. From there, attendees will explore a wide range of sales-focused sessions covering everything from brand-building through archetypes and earned media strategies, to modern approaches for wholesale success, wine club growth, and social media engagement. The day will conclude with a dynamic panel, Cracking the Code, featuring wine brands that are not just surviving—but thriving—in today’s challenging market. These leaders will share real-world strate

For wine producers and distributors, understanding the regulations in each new market is critical for success. The Digest of Wine and Spirits Law is the most useful resource for understanding the compliance requirements for each state. The Digest is a comprehensive on-line reference that provides expert regulatory guidance in plain English. Here are three key reasons why the wine industry swears by this indispensable tool: 1. Clear and Concise Legal Guidance Navigating the regulatory landscape can be overwhelming, especially when it comes to alcohol laws. The Digest of Wine and Spirits Law offers a straightforward and up-to-date understanding of the ever-changing laws that affect wine distribution and marketing. The Digest provides industry members with the clarity they need to avoid costly mistakes. 2. Stay Updated on Industry Changes Laws frequently change and staying current is essential. The Digest is updated regularly, allowing subscribers to stay informed about new regulatory de