The 2026 BMO Wine Market Report confirms what many winery owners have already been experiencing firsthand: the wine industry is no longer dealing with a temporary slowdown. It is operating through a structural reset. While the U.S. wine market still surpassed $115 billion in total value in 2025, overall wine volume declined again, continuing a multi-year trend that is reshaping nearly every segment of the business. A worrying trend that continues to reshape the industry and shape perceptions of where the bottom could be. According to the report, changing demographics, affordability pressures, evolving consumer habits, distribution disruptions, and rising operating costs are converging. For winery owners, the key takeaway is simple: the old assumptions no longer hold. For years, much of the industry conversation centered around oversupply. Too many grapes, too much bulk wine, and too much inventory sitting in tanks and warehouses. While those issues remain very real, the BMO report make

Join leading wine industry attorneys, winery owners, and professionals for a focused half-day panel discussion. Panelists include: Arnaud Joubert - Légi Conseils Bourgogne Mario Zepponi - BMO Howard Bailey - Arch + Beam Pete Danko - Portland Business Journal Michael (“Mikey”) Etzel - Beaux Frères Winery Janie Brooks Heuck - Brooks Winery Barbara Gross - Cooper Mountain Vineyards David Millman - Domaine Drouhin Rusty Field - Domaine Serene Adam Campbell - Elk Cove Winery JB Rivail - Ponzi Vineyards What you’ll gain: Practical strategies to manage financial and operational risk Insights on protecting assets in a shifting market Real-world perspectives from industry leaders and advisors Actionable steps to strengthen stability and long-term positioning May 12, 2026 7:30 a.m. - 8:15 a.m.  Check-In & Breakfast 8:15 a.m. - 12:30 p.m. Program The Allision Inn & Spa 2525 Allison Lane  Newberg, OR 97132 Register Here

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

Afternoon Brief, May 20th

Wine Comes Roaring Back: Is all the panic about wine's decline much ado about nothing?...