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.

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.