The Target is Moving Again Some of the questions we've answered over the years through the SVB annual direct-to-consumer survey have been critical to the industry's success, such as whether standing or seated tastings are more effective, or going back over a decade ago, what the lifetime value of a...

After 30 years of moving up and to the right, the American wine industry hit a wall. Not a temporary slowdown or a soft patch. A structural shift that requires a fundamentally different marketing playbook. 2025 was the reality check. 2026 is the year wineries either adapt or watch their customer...

The wineries with the most loyal wine clubs aren't the ones with the best discounts. They're the ones with the strongest emotional identity. This will sound counterintuitive to anyone who's ever tried to stem club churn by sweetening the deal with free shipping or an extra bottle. But the data...

The 2026 State of the U.S. Wine Industry Report, published by Silicon Valley Bank and authored by Rob McMillan, provides a comprehensive, data-driven assessment of current conditions in the U.S. wine market. Built on more than 25 years of industry research, the report combines results from SVB’s...

The Wine Industry Financial Symposium 2025 and its speakers made one thing abundantly clear: the wineries that will succeed in this current market and into the future will look fundamentally different from the wineries that dominated in the past. The industry is undergoing a structural reset....

Event Type: Webinar

Location: Online

Date: 1/15/2026

Please join us on Thursday, January 15 for a live, virtual event to review findings and analysis from our 2026 State of the U.S. Wine Industry Report. Our panel of wine industry experts will present findings from the latest SVB State of the U.S. Wine Industry survey and discuss market sentiment,...

The Post-Harvest Drop-Off Fall brings a flurry of activity to wine country. Tasting rooms fill with eager visitors, social media buzzes with harvest photos, and the energy is palpable. Then November arrives, and for many wineries, engagement plummets. According to Silicon Valley Bank's 2024...

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...

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...

One standard marketing principle is “Don’t market to yourself.” In other words, just because a message or strategy makes sense to you, it does not mean it will resonate with your audience. We are human, and it is easy to fall into the trap of viewing the category, consumer, or competitive set in a...