The 2025 Unified Wine & Grape Symposium continued its tradition in January of bringing key trends and insights to the forefront, equipping industry professionals with the knowledge needed to stay competitive. Each January, Sacramento becomes the epicenter of the wine and grape industry as more than 10,000 attendees gather to connect, explore new technologies and engage with global experts on current trends and challenges. The Unified Symposium serves as the industry’s leading platform for education and discussion, setting the tone for the year ahead.
State of the Industry: Navigating Challenges
At this year’s highly anticipated State of the Industry session, experts tackled pressing concerns, such as declining wine consumption, surpluses, inflation and growing anti-alcohol sentiment. These factors contributed to what has been dubbed “The Age of Uncertainty.”
“It’s tough, but it will get better,” said Glenn Proctor of the Ciatti Company, one of four panelists providing insights. “The wine industry is not going anywhere, but it does have to change.”
Industry analyst Danny Brager echoed this sentiment, adding, “The headwinds facing the industry are very real, but it shouldn’t be overlooked that over a third of America’s 500 largest brands are growing.”
Beyond discussions of market challenges, the Unified Symposium is also a place for inspiration. This year, attendees heard from the 2025 Keynote Luncheon Speaker Alecia Moore of Two Wolves Wine, who shared her personal journey of discovering a passion for grape growing and winemaking. She spoke about her initial curiosity, the years spent learning the craft while maintaining her music career and the sense of magic she found in growing grapes and turning them into wine. Moore’s story served as a reminder of why so many people fall in love with wine: its ability to create shared experiences and meaningful connections.
Key Industry Topics and Innovations
Organizers of the Unified Symposium are committed to providing a platform for diverse industry voices to address critical topics and emerging trends. This year’s event featured 25 sessions covering a broad range of subjects, from cutting-edge vineyard technologies to innovative marketing strategies aimed at younger consumers.
Viticulture and Sustainability
New approaches to vineyard management included an interactive discussion on whole farm profitability, strategies for increasing vineyard resilience in the face of climate change and insights into emerging pest threats like the spotted lanternfly.
Winemaking and Market Trends
Sessions explored sustainable and efficient winery practices, the rising popularity of Sauvignon Blanc, advancements in no- and low-alcohol winemaking, and a deep dive into barrels and oak adjuncts.
Marketing and Consumer Engagement
With an ever-evolving consumer landscape, attendees sought insights on maximizing sales, understanding shifting buying habits, leveraging influencer marketing and incorporating artificial intelligence into their business strategies.
Multicultural Engagement and Strategic Communication
The final day of the Unified Symposium focused on multicultural engagement and strategic communications. The morning featured a robust Spanish-language track, titled “Innovative Synergy: Creativity and Technology for Wine Industry Excellence.” Conducted entirely in Spanish and enhanced by a curated tasting experience, these sessions underscored the global nature of the wine industry, fostering cultural exchange and broadening professional perspectives.
Concurrently, the general session “Crafting a Positive Narrative: Promoting Wine in the Face of Challenges,” moderated by New York Times Wine Editor Eric Asimov, tackled the industry’s response to changes in consumer preferences. Experts shared innovative approaches to storytelling, marketing and community engagement, offering strategies for wineries and grape growers to navigate these challenges effectively.
The American Wine Industry, Deconstructed
The Unified Symposium hosts the largest trade show of its kind in the Western Hemisphere for two days. This is where 900 exhibit booths are pulled under one roof, the size of three football fields! On the trade show floor, anything related to the wine and grape industry can be found, including the latest innovations. The halls echo with conversations between old and new colleagues as attendees explore the various displays and services. Many businesses send their employees annually to the Unified Symposium to expose them to the breadth of the wine industry best captured on its massive trade show floor.
A Call to Innovation and Collaboration
“Coming together, sharing information and fostering discussions is the best way to keep our industry strong and competitive,” said Natalie Collins of the California Association of Winegrape Growers, which co-hosts the symposium alongside the American Society for Enology and Viticulture. “The Unified Symposium provides an opportunity for the sharpest minds in the industry to collaborate and share their perspectives, helping growers, vintners and suppliers prepare for the dynamic year ahead.”
As the 2025 symposium came to a close, the spirit of innovation and collaboration remained palpable. Attendees left with fresh ideas, new partnerships and renewed inspiration, momentum that will continue shaping the industry in the months ahead. Excitement is already building for next year’s event, scheduled for Jan. 27 to 29, 2026.
For the wine and grape community, the Unified Symposium is more than just an event; it is a convergence of minds where tradition meets innovation, where cultural exchange enriches professional practice and where every session contributes to a larger narrative of progress and sustainability.
