Winery leaders and industry experts explore the strategies shaping the future of wine sales.
The wine industry narrative over the past two years has been dominated by decline: falling consumption, shrinking distributor portfolios, and weakening consumer loyalty. The headlines suggest an industry in freefall.
But the reality is more nuanced - and more useful.
Yes, overall wine consumption continues to face pressure. Consumer behavior is fragmenting in ways that challenge traditional approaches. But the full story isn’t simply decline. It’s divergence.
Some wineries are still growing. Some categories are holding steady while others contract. Some sales channels are thriving while others struggle. The difference often comes down to whether wineries have adapted their strategies to match the market that exists today, not the one that existed three years ago.
At Wine Industry Network’s Annual Wine Sales Symposium on May 13, Dr. Chris Bitter will present research on what’s actually happening in the wine market beyond the headlines. His session breaks down where pressure is real, where performance remains strong, and what the data reveals about which strategies are working.
Understanding that distinction matters. The wineries making the wrong moves aren’t failing due to poor execution. They’re solving for a market that no longer exists.
What's Actually Changing
The playbook wineries relied on even two years ago may no longer be enough. Consumer behavior is shifting in fundamental ways. Younger consumers are entering the market with different expectations around format, pricing, and brand authenticity. They are less motivated by tradition and more driven by experience and value.
At the same time, direct-to-consumer acquisition costs have climbed while conversion rates have softened. Wholesale distribution continues to consolidate, creating fewer paths to market. And tasting rooms now compete with a broader set of hospitality experiences across travel, dining, and entertainment.
Discovery itself is also changing. Artificial intelligence is beginning to influence how consumers find, evaluate, and choose wine. Wineries that don’t understand how these systems surface brands risk becoming invisible to the next generation of buyers.
These are not temporary disruptions. They are structural shifts that require new strategies, not just better execution of old ones.
Where the Old Playbook Falls Short
Relying on wholesale as a primary growth engine no longer works for most small and mid-sized wineries. Treating the wine club as a passive subscription model leads to churn rates approaching 40% in the first year, which is increasingly unsustainable as acquisition costs rise.
Investing in traditional tasting room models without rethinking the experience leaves wineries competing for a shrinking pool of visitors. And running marketing campaigns without understanding how discovery is changing means missing the channels where decisions are actually being made.
The wineries that recognize these shifts early have a meaningful advantage.
Where Growth Is Still Happening
Growth hasn’t disappeared. It has become more focused.
At the Wine Sales Symposium, these opportunities are explored through a series of sessions designed to help wineries align their strategy with where the market is actually moving.
Customer Retention has become the highest-leverage growth driver. As acquisition becomes more expensive, wineries are rethinking how they build long-term relationships. The session " The Wine Club Reset" focuses on how top-performing wineries are keeping more than 85% of members past year one by transforming their clubs into true membership ecosystems.
Strategic Partnerships are opening doors traditional marketing can't. Partnerships with brands across hospitality, travel, and lifestyle are creating new entry points without the cost of building those audiences from scratch. The session on Strategic Partnerships explores how these relationships are structured and how they translate into measurable results.
The tasting room is being reinvented as an experience destination. Visitation is no longer driven by convenience. Today’s consumers are choosing experiences that feel intentional, social, and worth their time. The sessions focused on hospitality and visitation examine how wineries are creating environments that foster connection and reflect a clear brand identity.
AI-driven discovery is reshaping the buyer's journey. How consumers discover, evaluate, and decide what to buy is evolving. These two sessions focused on AI and consumer engagement, will break down how wineries can remain visible in these emerging channels and respond to customers more effectively.
Wineries still committed to wholesale success require a more deliberate approach. "The New Distribution Reality" will address how to navigate consolidation and portfolio pressure, while broader discussions around producer resilience explore how wineries are adjusting their overall sales strategies to stay competitive.
What Should You Do First?
Once you understand where growth is happening, the next challenge is deciding where to focus.
The closing session, "From Insight to Action", addresses exactly this. Strategist Adam Bird provides a framework for determining which levers matter most based on where your winery sits right now, so you leave with a plan you'll execute, not a list you'll abandon.
The wineries that succeed in the next phase of the market won’t be the ones that try everything. They’ll be the ones that choose the right priorities and go deep.
The Market Rewards Clarity and Speed
The wine market is in correction, but that correction is creating opportunity for wineries that adapt.
Gen Z participation in alcohol has risen sharply. Personalization tools are more accessible than ever. Cultural shifts toward experience and authenticity are building momentum for an industry built around those strengths.
But those tailwinds won’t reward hesitation. They reward clarity, focus, and disciplined execution.
Wine Industry Network’s 2026 Wine Sales Symposium takes place May 13 at the DoubleTree by Hilton Hotel Sonoma Wine Country in Rohnert Park, California.
The event is designed for winery owners, sales leaders, marketing executives, and decision-makers who need to understand what's actually happening in the market, and what strategies are working now.
Advanced pricing is $345 and includes full access to all sessions, lunch, and the end-of-day networking wine social. Day-of pricing is $395.
If you’re responsible for growing wine sales, building stronger customer relationships, or navigating the changing wine market, this event was designed for you.
