7250 Redwood Blvd, Novato, California, United States of America, 94945
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Local accounting firm recognized nationally
We’re honored to share that Protea Financial has been recognized as one of the Top 50 CAS Practices in 2025 by Woodard and as one of the Top 50 Modern Accounting Firms in 2025 by Future Firm.
These awards reflect our ongoing commitment to operational excellence, innovative thinking, and client-centric service in the evolving accounting landscape. We are proud to stand among some of the most forward-thinking and trusted firms in the industry.
Being recognized by both Woodard and Future Firm confirms what our clients already know, we’re not just keeping up with the future of accounting, we’re helping shape it.
To everyone who has supported us, our team, clients, and partners, thank you for making this possible. We remain committed to bringing clarity, simplicity, and strategic guidance to every engagement.
Let’s keep moving forward, together.
If you're interested in working with Protea, please reach out. We are happy to have a conversation.
Opinion piece - Want to Win Over Millennials? Focus on These 3 Things
Millennials aren’t just a passing trend in the wine market; they’re the future. But if wineries want to capture this generation’s loyalty, they need to rethink how they show up.
It’s not about chasing fads or gimmicks. It’s about removing friction, making wine more accessible, and delivering meaningful experiences.
Accessibility matters
Whether it’s clear labeling, pricing transparency, or digital presence, Millennials want to understand what they’re drinking without needing a sommelier on hand. They expect brands to meet them where they are — online, on mobile, and on their terms.
Ease is expected
From simplified purchasing options to user-friendly websites, anything that creates unnecessary complexity becomes a barrier. A seamless path from curiosity to checkout can be the difference between a sale and a lost customer.
Experience is everything
Millennials prioritize purpose and connection. They want to know the story behind the wine, engage with authentic brands, and be part of something meaningful. That doesn’t just mean offering tastings. It means offering moments they’ll remember, both in-person and online.
Millennials are ready to be loyal customers if you meet them with the accessibility, ease, and experience they expect.
To hear more of Zane Stevens' thoughts on how to capture the millennial market, check out his full-length article here.
What is going on in the wine industry? This is what the experts are saying!
The wine industry is undergoing a significant transformation, as highlighted in recent analyses from SVB and BMO. Both institutions underscore a pressing need for wineries to adapt to shifting consumer behaviors and market dynamics.
Declining Consumption and Changing Demographics
BMO's 2025 Wine Market Report indicates a 4% drop in U.S. wine consumption in 2024, with Canada experiencing a 5% decline. SVB points to a long-term "demand correction," noting that Millennials and Gen Z are less engaged with wine compared to previous generations. This generational shift is further emphasized by BMO's finding that only 8% of consumers believe moderate alcohol consumption is healthy, while 45% view it as harmful.
Challenges in Direct-to-Consumer (DTC) Sales
While DTC sales have been a lifeline for many wineries, their effectiveness is waning. BMO reports that although DTC revenue has increased, shipment volumes are down by 10%. SVB highlights issues such as wine club churn and declining tasting room visits. These trends suggest that relying solely on traditional DTC strategies is no longer sufficient.
Opportunities Amidst Disruption
Despite these challenges, there are opportunities for growth. There is a subset of wineries that are growing. They are taking advantage of the market and being creative and strategic. This suggests that wineries willing to adapt can still thrive.
Strategic Actions for Wineries
To navigate this evolving landscape, wineries should consider the following actions:
Reevaluate Value Propositions: Understand what today's consumers value, such as sustainability and authenticity, and adjust offerings accordingly.
Modernize DTC Strategies: Enhance digital engagement and personalize customer experiences to build loyalty beyond transactions.
Enhance Financial Intelligence: Implement robust reporting systems to gain real-time insights into costs, margins, and cash flow.
Proactive Planning: Develop key performance indicators (KPIs), forecast various scenarios, and establish decision thresholds to remain agile in a changing market.
For a more in-depth analysis and additional insights, refer to the full article: Disruption in the Wine Industry: What the SVB and BMO Reports Reveal—and How to Respond.
5 Tips for Wineries to Prepare for Recession
Several economic outlets, including Forbes and Reuters, are signalling a potential U.S. recession in 2025. While no forecast is certain, savvy business owners know that waiting to react is never the right move.
Here are 5 key tips to help your business prepare now:
1. Review and Reduce Discretionary Spending
Assess every expense. Cut or pause anything not directly contributing to revenue generation, customer retention, and employee retention. Strength your P&L and preserve cash without sacrificing core business operations.
2. Lower Debt and Engage with Your Lender
Eliminate high-interest debt where possible and avoid taking on new obligations unless strategic. More importantly, proactively communicate with your lender to ensure your relationship is strong should you need support later.
3. Strengthen Client Relationships
Stay visible. Check in. Show value. In tighter markets, businesses that retain customer trust are the ones that survive, and often thrive. Don’t wait for clients to reach out, or worse, disappear.
4. Keep Marketing
It may be tempting to cut marketing first, but visibility drives revenue. Stay consistent with messaging and be strategic about targeting. Even a smaller marketing budget, if well-executed, can maintain sales momentum. Assess the ROI of your initiatives and direct spend to those that give you the best bang for your buck.
5. Get Creative with Traffic
Think about driving foot traffic and web traffic. Offer limited-time experiences, new wine releases, or value bundles. Highlight your brand’s story online and offline to keep customers engaged and buying. Visibility is important during tough times!
Recessions test businesses, but they can also reward the ones that plan ahead. If you need help reviewing your financials or want a second opinion, Protea Financial is here to help.
About
Gain higher confidence, pay lower overhead
Protea Financial provides outsourced accounting expertise for wineries, alcohol producers, and other businesses.
Imagine where you want to take your winery, then let us help you find the way there
Wineries are never still. They are places of action and progress, energy and growth. Grapes mature and gather on vines as workers tend them. Bottles and casks ferment in cellars, imbuing their contents with favor. Leaders and managers work, plan, and strategize to put their product in more places and in front of more people.
In other words, wineries move forward. They must in order to exist. And to move forward with confidence, agility, and absolute mastery of your business, you should rely on the outsourced accounting expertise of Protea Financial.
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