State of the Industry; The Wine Market and Consumer Are Evolving – So Should You

Wine consumption is declining, and that trend isn’t likely to reverse anytime soon. But beneath the headlines, there’s a more complex story—one that reveals important nuances, shifting consumer behaviors, and untapped opportunities for wineries willing to evolve. The brands that succeed in this new landscape will be those that understand the challenges, adapt to market realities, and embrace strategic change.

In this data-driven session, Dr. Chris Bitter, Senior Wine and Grape Analyst for Terrain / American AgCredit, will break down the key trends shaping both retail and direct-to-consumer wine sales. He’ll examine the structural headwinds impacting the industry, provide a forward-looking outlook on wine sales, and highlight areas where innovative wineries are still finding growth.

This interactive session will also include live polling to establish industry benchmarks, allowing attendees to compare their performance with their peers. Come prepared to gain valuable insights, challenge assumptions, and walk away with a clearer picture of where the wine market is headed—and how your business can stay ahead.