In this episode of the WIN Insider Series, George Christie sits down with Alison Crowe, Vice President of Winemaking and Partner at Plata Wine Partners, to explore her remarkable journey through the wine industry. From her early days growing up in California’s Central Coast to studying viticulture and enology at UC Davis, Alison shares how curiosity, hands-on experience, and a willingness to take risks shaped her career across roles at Chalone Vineyard, Curtis Winery, and Bonny Doon Vineyard. She also reflects on authoring The Winemaker’s Answer Book and how translating complex winemaking concepts into practical insights has been a common thread in her work.

Alison offers a candid look at today’s wine landscape, from the collaborative, client-focused model at Plata Wine Partners to the broader challenges facing the industry, including shifting consumer preferences and increased competition. She discusses the importance of making wine more approachable, the need for stronger representation of women in leadership, and why innovation, flexibility, and human connection are key to the future of wine. Watch the full conversation to gain fresh perspective and actionable insights from one of the industry’s most respected voices.

Join us for "Insights on New Growing Techniques from the 2025 Season."

When it comes to innovation in the vineyard, theory is easy. Implementation is not. That’s why the first session of the 2026 Growing Forward Virtual Conference brings together four respected vineyard leaders who have already done the work.

Join us this Wednesday, where we'll hear from the early adopters who will share their firsthand experiences, including what delivered measurable results, what proved challenging, what caught them by surprise, and what they would do differently next time.

Bring your questions. Add your perspective. Join a conversation designed to help growers move forward with confidence.

Session Panel:

Tony Chapman,
Senior Director of Winegrowing / The Donum Estate

Ryan Maier,
Owner & Operator / Maier Vineyard Management

Matt Merrill,
General Manager / Mesa Vineyard Management

Patrick Riggs,
Vice President of Viticulture / Jack Neal and Son Vineyard Management

This Wednesday - March 11th
Click here to register for this Complimentary Online Session Now

For the fourth consecutive year, four seasoned wine industry thought leaders return to examine the critical challenges and opportunities defining the wine landscape in 2026. Each panelist will share their most important predictions and trends that wineries need to understand to thrive in the year ahead.

This engaging panel discussion offers multiple perspectives on the forces shaping our industry, equipping you with practical insights to make informed decisions and capitalize on emerging opportunities throughout 2026.

Session Panel:

Chris Bitter, Senior Wine & Grape Analyst / Terrain

Philana Bouvier, President / Demeine Estates

Bourcard Nesin, Industry Analyst / Rabobank

Dale Stratton, Managing Director / Azur Associates

Moderator: Damien Wilson,
Faculty Director and Hamel Family Faculty Chair of Wine Business / Sonoma State University

In this WIN Insider Series episode, George interviews Adam Bird, Director of Strategy and Partner at Deksia and Highway 29 Creative, about navigating marketing challenges in today’s wine industry. Adam draws on extensive experience across multiple marketing sectors to share strategic insights on evolving consumer behaviors and what it takes to adapt and grow in a shifting marketplace.

The conversation covers critical topics including the importance of authenticity in wine marketing, how regional and generational differences shape strategy, the challenge of engaging younger consumers, and what the future of wine marketing looks like. Whether you’re a winery owner, marketer, or industry professional, Adam’s candid insights offer practical guidance for positioning your brand in an increasingly competitive landscape.

Watch to learn how successful wine brands are staying culturally relevant while building long-term customer loyalty. You can also hear more from Adam at the North Coast Wine Industry Expo on December 4, where he’ll present “Cultivating a Timeless Wine Brand In Changing Times.”

Want to learn more about working with Adam and his team?
Check out: https://www.hwy29creative.com and https://deksia.com.

Learn More About the North Coast Wine Industry Expo: https://wineindustryexpo.com
Register today with code: ADAM2025 for $30 off!

In this WIN Insider Series interview, George speaks with Raquel Royers, the influential voice behind “Watch Me Sip” and a wine industry marketing professional making wine culture accessible to younger audiences. Raquel shares her unconventional path from crime reporter to digital wine marketer, discussing her passion for authentic storytelling and breaking down the intimidation factor of traditional wine culture.

The conversation explores how spirits brands are outpacing wine with bold marketing strategies, the evolving digital and social media landscape, and why memorable experiences matter more than ever for consumer engagement. Raquel offers candid insights on current challenges facing wine marketers—from pricing pressures to connecting with modern consumers—and reveals what the wine industry can learn from the innovation happening in spirits. Essential viewing for anyone in wine marketing or looking to understand how to reach the next generation of wine drinkers.

Looking ahead, she is set to speak at the North Coast Wine Industry Expo (WIN Expo) on December 4th, focusing on how wineries can connect with modern consumers through influence, identity, and occasion.

Follow Raquel Royers on Instagram: www.instagram.com/watchmesip

Need help from a Social Media expert? Check out: https://creativesipmarketing.com/

Learn More About the North Coast Wine Industry Expo: https://wineindustryexpo.com/
Register today with code: RAQUEL2025 for $30 off!

In this WIN Insiders special edition, George interviews Pat Delong, managing partner and founder of Azur Associates, a wine industry consultancy specializing in mergers and acquisitions and strategic advisory. Pat shares his 30-year wine business journey and how Azur evolved into a full-service firm combining consulting with M&A expertise. The conversation covers critical topics including wine industry real estate and brand valuations, preparation strategies for owners considering exits, market oversupply impacts, and the influx of new private investors with long-term horizons.

Learn More: https://www.azur-associates.com/.

For many working in the wine industry, the day-to-day demands of running the business leave little time for big-picture planning. But without a clear framework for setting and tracking goals, it’s easy to stay busy without making real progress toward long-term growth and value.

Join Heather Schmidt, Growth Consultant and Certified Exit Planning Advisor at Crews & co., and M+A Advisor at Exit Equity, for a practical session on Objectives and Key Results (OKRs), a proven goal-setting framework for driving alignment, accountability, and performance.

In this session, you’ll learn how to:

• Turn your vision into clear, actionable goals
• Get your team aligned and executing with focus
• Build consistent profitability and predictability
• Strengthen the long-term value of your business

Whether you’re growing, scaling, or preparing for an eventual exit, this session will help you lead with clarity and build a business that’s worth more and runs better.

Speaker:

Joel Peterson, Executive Director of the Paso Robles Wine Country Alliance, shares his journey into the wine industry and discusses what makes Paso Robles unique as both a wine destination and recognized brand. Joel explains how the Alliance collaborates with growers, vintners, and tourism organizations to maximize marketing impact while avoiding duplication of efforts, promoting the region to both consumers and wine buyers.

The conversation covers current industry challenges including shifting demographics, economic pressures, and generational transitions, while highlighting innovative efforts to attract younger consumers and broaden wine accessibility. Joel discusses popular Alliance events like Paso Wine Fest and BlendFest on the Coast, plus the growing appeal of areas like Tin City that foster younger, innovative winemakers. He also previews his upcoming role moderating a panel on vineyard-focused marketing strategies at the North Coast Wine Industry Expo.

Learn More About the Paso Robles Wine Country Alliance: https://pasowine.com

Learn More About the North Coast Wine Industry Expo: https://wineindustryexpo.com
Register today with code: JOEL2025 for $30 off!