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 structural headwinds impacting the industry, provide a forward-looking outlook on wine sales, and highlight areas where innovative wineries are still finding growth.

Wine consumption is declining, and that trend isn’t likely to reverse anytime soon. But beneath the headlines, there’s a more complex story—one that reveals important nuances, shifting consumer behaviors, and untapped opportunities for wineries willing to evolve. The brands that succeed in this new landscape will be those that understand the challenges, adapt to market realities, and embrace strategic change.

This interactive session will also include live polling to establish industry benchmarks, allowing attendees to compare their performance with their peers. Come prepared to gain valuable insights, challenge assumptions, and walk away with a clearer picture of where the wine market is headed—and how your business can stay ahead.

Wine Sales Symposium, May 14 at the Hyatt in Santa Rosa, CA

Chris Bitter, Ph.D., Senior Wine & Grape Analyst / Terrain, American AgCredit

Chris Bitter, Ph.D., is Terrain’s senior wine and grape analyst. As a part of the Terrain team of economists, he delivers expert analysis to the customers of American AgCredit, Farm Credit Services of America and Frontier Farm Credit. Chris is responsible for the Winescape™ report series, which shares research and insights for the business of vineyards and wineries.

With more than 20 years of experience as an economist and market analyst, Chris is a former faculty member of the University of Washington’s Runstad Center for Real Estate Studies. In 2016, he left his academic position to launch Vintage Economics, a market research and consulting firm focused on the wine industry. Chris earned his Ph.D. in economic geography with a minor in agricultural and resource economics from the University of Arizona. His research has been published in a variety of national and international publications, including the Journal of Wine Economics, and he has delivered presentations at wine industry conferences around the globe.