It’s no secret that people are drinking less. The consistent, downward trends in alcohol consumption are presenting significant challenges to the wine industry, which is already having to operate in a complex, competitive marketplace. In order to dissect what is happening in the world of wine and...

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

Event Type: Seminar

Location: Santa Rosa, CA

Date: 3/13/2024

Please join Sonoma County Vintners and American AgCredit’s Terrain Analysts for a look at macroeconomic forecast and trends in the vineyard and wine markets. Hear Agriculture and Macroeconomics Analyst, Matt Clark, discuss the impacts of interest rates on investment decisions, rising production...

Starting last November, American AgCredit is now offering Terrain, at no charge to their customers. Terrain is a team of analysts and economists who provide insights on economic factors, trends and markets. Terrain’s senior wine and grape analyst, Dr. Chris Bitter, has published his first outlook,...

Event Type: Webinar

Location: Online

Date: 2/11/2026

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...

In the Fall 2025 issue of Winescape, Dr. Chris Bitter, Senior Wine and Grape Analyst at Terrain, dives into the data behind the decline in alcohol consumption to find its root causes. In this episode of Expert Perspectives, he outlines the five major factors and what he thinks is the biggest driver.

Adapt, Connect, Thrive: Why Sales & Marketing Leaders Can’t Miss this Event In a time when the wine industry is facing headwinds on every front—rising inventories, demographic shifts, changing consumer preferences, and continued economic pressure—many wineries are grappling with how to evolve their...

The Next Chapter by Steve Fredricks One thing that’s certain in the wine business: change. We are constantly adapting to unpredictable consumer trends, unexpected weather patterns, variable crop sizes, and fluctuations in the cycles of supply and demand. Change is also something to which we adapt...

Wine Sales Symposium OPENING SESSION State of the Industry: The Wine Market and Consumer Are Evolving – So Should You Wine sales are shifting, and consumer behavior is changing—but not always in the ways the headlines suggest. To help make sense of it all, we’re kicking off the 2025 Wine Sales...

The Spring 2024 issue of "Winescape," a new wine industry report series from Terrain and American AgCredit, presents key takeaways from the preliminary California Grape Crush Report. First, the California grape market is structurally oversupplied. "Acreage will almost certainly need to be removed,"...