We are certainly living in different times—times that are difficult to predict and even harder to plan for. Challenges originating far outside our professional world are quickly impacting our day-to-day operations and, ultimately, your business. Throughout 2026, suppliers across the industry have faced significant disruption, and those challenges have inevitably flowed downstream to our valued wine and spirits customers. While none of us welcome this level of uncertainty, it is also not entirely unexpected given the global environment we’re operating in. Recently, the Wine Industry Network published a timely and insightful article that underscores the importance of preparation. The message is clear: we must plan ahead, secure what we can, and remain ready for continued volatility. Duties, tariffs, currency fluctuations, transportation challenges, and unexpected fees are all contributing to rising costs—and the reality is, no one can predict what will come next. What

Celebrate the Masters Tournament with us for an evening of great wine, delicious food, and good vibes! Join us for a relaxed night of wine, food, and great company. For just $25, you’ll enjoy a tasting of 8 wines — featuring pours from Bienvenue, Bucher, Copper Six and more. Stroll through our tasting salons, chat with the makers, and sip at your own pace. We’re also excited to welcome Bayou on the Bay as our featured food truck, serving up flavorful bites available for purchase — perfect for pairing with your favorite wines. Friday, April 10th | 5–8 PM Grand Cru Custom Crush 1200 American Way Windsor, CA 95492-7861 Get Tickets

We’re excited to unveil our Spring & Summer Calendar of Events! This year, we’re turning up the fun with even more Sip & Savor Fridays — now with a twist! Each Sip & Savor kicks off a weekend built around a big event, making it the ultimate way to start the celebration. Check out the lineup below and grab your tickets! For just $25, enjoy tastings from four of our member wineries, stroll through our salons at your own pace, and soak in the themed vibes. Local food trucks will be on-site with delicious bites available for purchase to match the evening’s theme. Let’s make this a season to sip, savor, and celebrate!

If you’re heading to the DTC Wine Symposium in Monterey, we’d love to invite you to join the eCELLAR team for a relaxed Bubbles & Bourbon Happy Hour on January 21st in our hospitality suite. Swing by between 5:30–7:00 PM to enjoy bubbles, bourbon, small bites, and good music, all in great company. It’s an opportunity to unwind, connect, and spend time with fellow colleagues and the eCELLAR team before the evening continues. Please RSVP if you’d like to join!  

AWG Wine Advisors and Women for WineSense: November's Wine Business Group Roundtable Last week, AWG Wine Advisors and Women for WineSense put on another successful Wine Business Group Roundtable.  Hosted by PEJU Winery near rows of freshly harvested vines, a group of forty-or-so wine industry enthusiasts gathered around to enjoy complimentary bites, drinks, and a Q&A run by our guest speaker, Mario Zepponi. Welcome to the Wine Business Group (formerly the Wine Financial Group)!  We are a collaborative network for anyone interested in Wine Business, no matter how long you've been in the industry.  Each quarter, we get together to discuss the latest industry trends, tackle emerging business topics, and build valuable connections.   Email sdengler@awgwine.com to subscribe and receive announcements about future WBG events!

The countdown is on, our Holiday Open House & Marketplace is less than 1 week away, happening Saturday, November 22nd from 11AM to 3PM! We’re thrilled to welcome back some of your favorite Grand Cru member wineries and craft artisans, along with a few new faces you won’t want to miss. Returning Favorites + Exciting First-Timers What’s waiting for you:  Taste 40+ wines from our family of small producers  Discover one-of-a-kind gifts and treats from local craft artisans  Kids crafts table for little hands  We’re dog friendly — bring your furry friends along  Sip coffee samples from Bella Rosa Coffee  Delicious bites from Benny's Smash Burgers and Three's a Platter Mobile Charcuterie (available for purchase)  Complimentary valet parking Featured Wineries: Bienvenue • Black Kite • Bucher • Boars' View • Copper Six • Cormorant • Jeff Cohn Cellars • Morét-Brealynn

The holidays are coming up fast, and we’re so excited to invite you to our Holiday Open House + Marketplace on Saturday, November 22nd at Grand Cru Custom Crush! With less than six weeks to go, this is the perfect way to kick off your holiday shopping early (before the crowds!) — and enjoy delicious handcrafted wines at the same time. Discover 40+ wines from our member wineries, shop from talented local artisans, and enjoy tasty bites from food vendors on site. It’s a festive day of wine, shopping, and community that you won’t want to miss!  Tickets: $35 — includes limitless wine tastings and valet service.  Food available for purchase separately. As a thank-you to our email subscribers, if you missed the early bird pricing, here’s an exclusive $5 off discount just for you: Use code: HOLIDAY5  Come sip, shop, and celebrate with us — we can’t wait to see you there! Tickets Here! Participating Wineries: Bienvenue | Blac

Your Current Marketing Won't Work for Younger Wine Drinkers The generational shift in wine consumption is happening faster than most wineries are prepared to handle. According to Wine Intelligence's US Wine Consumer Trends 2025 report, millennials will surpass baby boomers as the largest wine-consuming demographic by value this year. Meanwhile, the oldest members of Gen Z (born 1997-2012) are now turning 28 and developing their own distinctive wine preferences. The problem? Most wineries continue marketing as if their primary audience is still over 55. The messaging, channels, and tactics that worked for boomers actively repel younger buyers. Let's examine what actually works when marketing to these crucial demographics. What Younger Wine Consumers Actually Want Millennial Wine Drinkers (Ages 29-44) Millennials approach wine fundamentally differently than their parents: What They Value: Transparency about production methods and ingredients Sustainable and ethical busines

Savor the Flavors: A Weekend of Wine & Food Pairing Along the Wine Road Embark on a culinary adventure as over 50 wineries along the Wine Road invite you to indulge in a weekend of perfectly paired wine and food. Each participating winery will showcase a bite of one of their favorite recipes, thoughtfully paired with a wine that brings out its best flavors. Discover a mix of beloved classics returning by popular demand and exciting new creations debuting this year. Love what you taste? All recipes will be available online, so you can recreate your favorite pairings at home and relive the experience. Buy tickets here.