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...

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...

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...

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 wine industry is grappling with uncertainty in a rapidly changing economic landscape, leaving winery owners, grape farmers, and wine sales teams in a state of flux. Wineries were already coping with a demographic shift towards younger generations less interested in wine than Boomer enthusiasts...

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,...