Lisa Gulick, senior vice president at Southern Glazer’s, underscored in a recent Wine Market Council webinar the growing disconnects in wine's visibility and affordability, noting on-premise prices have surged while retail strategies like cheese-pairing displays can help guide younger shoppers.
This seemingly provocative question, “Is the wine industry’s thinking about how to get younger drinkers to buy wine outdated?” was the departure point for a compelling Wine Market Council (WMC) webinar entitled “Reducing Barriers to Purchasing Wine,” the first component of a new two-part study on what young consumers think about buying wine, both pro and con.
The industry has fallen fast in attracting younger drinkers who have a broader array of beverage choices than any previous generation. From BuzzBalls to Sauvignon Blanc with frozen jalapenos (popular on TikTok), they’re drinking more adventurously than ever before.
Inside the Consumer Mindset: Frustrations and Opportunities
CPG marketing consultant Russ Onish, president of Tampa-based Vista Grande, studies consumers across many different purchase categories. “One way to kind of think about what I have in store for you today is to really burst your bubble,” he said, before he played several dozen video clips from the 60 Gen Z and millennial interviewees the study did subjective research with. They all talked about why they do or don’t purchase wine.
“Think of this as a virtual journey to better relate to young alcoholic beverage consumers who actually like wine but need help figuring out how to connect it to their life and the occasions that they experience,” he said.
His main takeaway, borne out by the shopper videos: “We need to think about the occasions more than the demographics.”
Not all the consumers like wine. Some of the negative sentiments they mentioned include, “It doesn’t go with BBQ,” “I don’t like throwing out the leftover wine in the bottle that went bad” and “It’s not light enough (i.e., like beer) to drink a lot of.” Others: “I wish there was a classy way to drink from a non-glass container when I’m at the pool” and price: “It’s too expensive to get a good bottle.”
Pros were: “It’s easy for parties, you just open the bottle.” “I really like rosé. There are fewer options and fewer decisions to make.”
Consumers also like online filters to help them overcome the confusion of the wall of wine at convenience stores and supermarkets.
Many suggested small serving containers and removing the stigma from boxed wines.
“The stigmatization of entry-level options in the wine category, whether it’s box wine or less expensive wine, that’s a real problem,” Onish said.
Innovation Needed in On-Premise and Retail
Lisa Gulick, senior vice president for national accounts retail with Southern Glazer’s, weighed in with both the on-premise and retail perspective coupled with some innovative ideas.
She showed data that wine is becoming more invisible and more expensive in the on-premise world. “The ‘by the glass’ listings have gone down by almost 15% since pre-COVID vs today,” Gulick said. “And what’s scary about that is that when you specifically talk about fine dining, that’s actually the channel where wine is the preferred alcoholic beverage.”
Additionally, her data on wine pricing comparisons showed on-premise wine prices increasing dramatically, on average 33%, while actual wine prices increased only 8% off-premise. “I think the on-premise is unfortunately still using wine as a way to gain some extra margin,” Gulick said.
One solution? She liked the menus that offered 3-, 6- and 9-ounce pour options. “I love this idea.”
In the retail environment, Gulick praised in-store displays that put wine next to the cheese section, suggesting that would be a great pairing. “We underestimate how those simple cues can make a big difference to somebody that’s looking at a wall of options.”
While boomers are a third of the population, they overindex for wine, buying half the wine sold. But the future wine buyer? They need to discover wine, and it’s got to be easier, Gulick said, suggesting a Spotify-like approach to appeal to younger consumers.
If you want to work out, you just tell Spotify and it comes up with a personalized playlist, she said. Gulick then painted a picture of how that approach could help a wine buyer in a store cut to the chase.
“The guy who wanted the barbecue in the grill, imagine if he could just ask a kiosk at a store, ‘Hey, I’m making barbecue tonight. What do you recommend?’
“I just think that this type of opportunity, especially for the wine category, could be a game changer just because of the educational barrier that I think we’re all agreeing very much exists,” Gulick said.
The full video of the study is available to WMC members. Part two of the study will be a national quantitative survey and will release shortly. A new list showing the dues paid for membership is now online at https://winemarketcouncil.com/join/.
2026 Advanced School on Microirrigation for Crop Production
Class Lectures: March 30 – April 1, 2026
Field Trips: April 2 – 3, 2026
Class lectures will be held in the UC Davis Conference Center. Field trips will be in the San Joaquin Valley and Central Coast of California.
Instructors of the School are professionals with extensive experience on principles and
practical applications of microirrigation for resourceefficient crop production.
What you will learn:
Technical aspects of water delivery systems to allow for successful adoption and management of microirrigation systems
Soil-water movement and soil-plantwater relations with microirrigation
Microirrigation systems design, operation, maintenance, automation, and performance evaluation
Methods and tools for microirrigation scheduling
Managing microirrigation for different crops (field and agronomic crops; vegetable crops; berry crops; fruit crops; nut crops; vineyards)
Chemigation and fertigation
Salinity management with microirrigation
Attending this school will provide:
3 days of practical class lectures on principles and implementation of microirrigation systems and management practices for crop production
2 days of field demonstration visits (one day in the San Joaquin Valley for modernized irrigation delivery systems, and fruit and nut crops; one day in the Central Coast for vineyards, vegetable crops, and berries)
Questions? Please contact:
Daniele Zaccaria – UC Davis: dzaccaria@ucdavis.edu
Mary Ann Dickinson: maryann@dickinsonassociates.com
SACRAMENTO, Aug. 18, 2025 – With wildfire smoke continuing to be a significant threat to winegrapes and wines, a comprehensive new roadmap provides guidance for smoke exposure research and mitigation strategies for the industry.
The roadmap, titled “Following the Smoke Signals: Elucidating the Future of U.S. Smoke Exposure Research,” was developed following a November 2024 workshop at Oregon State University, hosted by the U.S. Department of Agriculture’s Agricultural Research Service (USDA-ARS) and the National Grape Research Alliance. Workshop attendees – including federal scientists, university researchers, and wine/winegrape industry members – discussed the latest science on smoke exposure, industry needs, and strategies for building smoke resilience.
The 27-page document, authored by USDA-ARS researcher Arran Rumbaugh, summarizes workshop outcomes and highlights five critical research priorities:
Establishing threshold levels
Rapid detection and risk assessment
Atmospheric modeling
Prevention strategies in the vineyard
Mitigation techniques in the winery
The roadmap is available on the West Coast Smoke Exposure Task Force website. The task force will be releasing several bulletins that summarize the various segments of the roadmap; the first bulletin is now available via the roadmap webpage.
“Researchers hope that by better understanding the science of smoke taint, the industry can make more informed choices during fire seasons and preserve the quality, identity, and economic viability of American wines,” Rumbaugh said.
About USDA-ARS
The Agricultural Research Service is the U.S. Department of Agriculture’s chief scientific in-house research agency. Daily, ARS focuses on solutions to agricultural problems affecting America. Each dollar invested in U.S. agricultural research results in $20 of economic impact. ars.usda.gov/
About the West Coast Smoke Exposure Task Force (WCSETF)
The WCSETF is a coalition of industry leaders committed to providing timely communications, resources, and best practices to help winegrape growers and vintners navigate the challenges of wildfire smoke. The task force serves as a central hub for updates, education, and collaboration to support industry resilience and informed decision-making. wcsetf.org
Media Contact
Mindy DeRohan, California Association of Winegrape Growers
916-379-8995 / mindy@cawg.org
Atascadero, California, August 19, 2025 — Growers and ag professionals can expect cutting-edge education, forward-thinking exhibitors, and meaningful ways to connect at the 2025 Sustainable Ag Expo. Whether your focus is climate resilience, automation, or workforce development, you won’t want to miss what this year’s program has to offer.
Kick-Off Event Featuring Dr. Chris Chen
Start your Expo experience with an evening of SIP Certified wines, gourmet hors d’oeuvres, and great networking at the Monday Night Kick-Off Event, hosted by Center of Effort Winery.
Expo Headliner Dr. Chris Chen will begin the evening by leading a conversation on the future of vineyard management in a changing climate, including cultivar selection, soil health, and resource efficiency.
Expo ticket holders can claim two free tickets while supplies last; additional tickets are $50 each.
Grad Student Poster Session + Robust Education Program
Fresh thinking takes the spotlight Wednesday, November 12, from 11:15 am to 12:00 pm. Cal Poly grad students will present posters that showcase their latest research, offering attendees real-world solutions from the next generation of ag professionals. During lunch (12:00–1:00 pm), connect with students and explore their work at the adjacent poster session.
This session is part of a comprehensive education program featuring 17 in-person seminars with 20+ Continuing Education (CE) hours. Two-day ticket holders also gain access to 13 online courses with an additional 10+ CE hours, available October 13–November 28, 2025.
Community and Connection Hubs
In addition to expert-led education, the Expo offers you meaningful ways to build connections, recharge, and get inspired throughout the event:
Sustainable Beer & Gear: Step outside Tuesday afternoon for a dynamic session led by Jeff Lehar (Monterey Pacific Inc.) on vineyard automation—then stick around to unwind with a local beer and explore cutting-edge equipment from 9+ innovative exhibitors.
Sponsored by ProFarm Group.
Donut Social: Start your Wednesday right with fresh local donuts and hot coffee. This crowd-favorite gathering is the perfect boost before a full day of learning and networking.
Sponsored by Valent BioSciences.
The SIP Lounge + Registration Hub: Designed with you in mind, this updated welcome space is your go-to for information, great conversations, and community. Ask questions, reconnect with familiar faces, or renew your Vineyard Team membership all in one spot.
Special thanks to Oxbo Corporation for supporting registration this year.
Bonus: Sponsor Opportunities Still Available!
Exhibitor booths may be sold out, but you can still showcase your brand at this year’s event. Event sponsorships offer direct exposure to your target audience and key decision-makers in the wine industry.
Contact Outreach & Event Coordinator Hayli and visit our sponsorship page to learn more.
Don’t miss a moment of what the 2025 Sustainable Ag Expo has to offer—Get your tickets today.
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About the Sustainable Ag Expo
The Sustainable Ag Expo is a multi-day seminar and tradeshow that connects farmers, ag professionals, and pest control advisors with the latest in sustainable farming research, resource issues, and business trends. Hosted by Vineyard Team, the event draws decision-makers representing over 225,000 acres of vineyards, orchards, and row crops.
Vineyard Team is an internationally recognized leader in the sustainability movement, guiding and educating growers about sustainable winegrowing practices since 1994.
Tablas Creek’s marketing manager, Ian Consoli, pouring the Paso Robles winery’s top red wine, Esprit de Tablas ($70), a Mourvèdre-dominant (40%) blend of Grenache (28%) with Syrah (22%) and three other Rhone varieties.
While wineries complain of declining tasting room visits in Sonoma (down 17% in visitations in the past year, according to a recent survey), a regional co-marketing event celebrating climate-smart Rhone wine varieties in Sonoma was a sellout.
The 2025 Rhone Rangers summer fete, hosted at Cline Family Cellars, wasn’t cheap at $87 per person to sample wines from more than 30 wineries, paired with live music and bites, proving that some customer segments are true enthusiasts voting with their dollars.
The event proved wineries giving consumers more variety and different flavors are finding positive responses in the marketplace. And as the climate warms, these hot-weather-resistant varieties are steadily, albeit slowly, gaining favor with growers.
Whites Up, and Reds, Too
Vineyard director David Gates of Ridge Vineyards poured the winery’s Paso Robles-grown 2023 Grenache Blanc ($35), a wine that former Getty sommelier Chris Sawyer called one of his top favorite white wines. It is only the second white the winery made. All 4,000 cases sold out.
As white wines in general gain favor, are white Rhones on the increase? Yes, said Tablas Creek Vineyards CEO Jason Haas, who sells Rhone vines imported from France.
“We’re getting more inquiries for the whites, particularly the high-acid whites like Picpoul, Clairette and Grenache Blanc, than we ever have,” he said.
Acquiesce vineyard manager and winemaker Christina Lopez poured her Lodi-based winery’s white Rhones at the event. Founded by Susan Tipton, the winery is the only one in Lodi that makes only white wines, and all are Rhones (Grenache Blanc, Picpoul Blanc and Viognier).
Growing in Popularity
While still niche, experts researching climate-smart wine varieties say Rhones are highly recommended for California, especially as the climate warms. But beyond the Golden State, wineries in more emerging wine regions are planting them for pleasure and for profit.
“More winemakers are interested in working with these varieties, and many are finding them quite suitable for warmer climates, such as Temecula, Paso Robles, Lodi, Santa Barbara County, Texas and Arizona,” said Rhone Rangers Board President Larry Schaffer.
In California alone, growth in Rhones continues. Though Rhone varieties are overshadowed by the blockbuster number of the state’s two leading French varieties, chardonnay (88,063 acres in 2023) and cabernet (95,638 acres in 2023), Rhones are growing as average temperatures continue to rise.
The latest CDFA and USDA stats paint a picture of a transition ranging from 10% to 113% increases, depending on the variety, in acreage from 2016 to 2023.
As average temperatures continue to rise year over year, recent CDFA and USDA data on grape acreage show more climate-smart varieties entering the mix (source: California Grape Acreage Report.)
Standing Out in a Crowd
Texas-based founder and winemaker Chris Brundrett of William Chris Wines has bet a big chunk of his growing brand on Mourvèdre, a Rhone variety. He is making as many as 15,000 cases out of 60,000 total of the variety in a single year, releasing it in rosés, blends and single-vineyard designates as well as new sparkling wine.
Said his colleague, COO Anthony Harvell, “Mourvèdre represents one of those great opportunities that we lean heavily into to help establish the Texas name and get our name beyond just the borders of Texas. We are growing it in multiple different regions of the state. We’re doing it on everything from sandy loam to decomposing granite to very little topsoil, and it’s mostly limestone-based. So we’re getting multiple expressions of this.
“Our wine consumers respond to it very, very well, and they’re excited to try something that is special and unique to Texas.”
Indeed, in Texas, Mourvèdre fetches a higher price per ton than cab, according to Texas A&M professor Justin Scheiner, quoting USDA data that cab growers get an average of $1,960 a ton while Mourvèdre goes for $2,100 a ton.
Schaffer said Rhones are meeting market demand for something different, offering a full spectrum from crisp and refreshing whites to light, chillable reds and bigger, bolder wines.
“As consumers look for ‘new and interesting,’ Rhone wines hit that mark,” he said.
The California Walnut Conference, the annual gathering for walnut growers and handlers, is returning with a new date and location for 2026. The event will take place February 19, 2026, at the Turlock Fairgrounds, marking a new chapter in its continued evolution and growth.
The annual California Walnut Conference is presented by West Coast Nut magazine in partnership with the California Walnut Commission (CWC). Together, these organizations have built a forum for information, networking, and solutions for walnut growers and handlers and industry suppliers.
“We know this event has become important to the walnut industry and allied community and hope this more centralized location and new date will help make the conference accessible to additional growers and handlers,” said Jason Scott, Publisher and CEO of West Coast Nut and JCS Marketing Inc.
This year’s conference will include a full day of seminars covering topics important to walnut growers and handlers, including research, production practices, trade developments, advocacy, and market dynamics. Continuing education will be offered eligible sessions.
“The California Walnut Conference is a cornerstone of our efforts to bring the industry together,” said Robert Verloop, Executive Director and CEO of the California Walnut Board and Commission. “We changed the location to Turlock in order to make the conference more accessible for all growers. It provides the opportunity for knowledge-sharing, collaboration, and dialogue that is essential to moving our industry forward into the future. With the challenges and opportunities ahead, this conference helps ensure we are aligned and working toward a strong and sustainable future for California walnuts.”
Based on overwhelming interest from last year, the Poster Board Research Sessions will be expanded in 2026. These sessions feature key findings from walnut industry-funded research in areas such as pest management, irrigation, fertility, varieties and rootstocks, and overall crop production. Researchers will be on hand to engage directly with attendees, answer questions, and provide insights into practical applications for growers.
The Walnut Industry Resource Center—first introduced in 2025—will return with even more nonprofit and government partners offering cost-share programs, educational materials, and grower-focused resources aimed at improving profitability and sustainability on the farm.
Don’t miss this opportunity to connect directly with handlers, processors, and the California Walnut Board and Commission staff to learn more about how the industry is working together to boost demand and increase prices for California walnuts.
Exhibitor and sponsorship registration opens this month. Interested businesses and organizations are encouraged to act quickly to reserve space. For sponsorship or exhibitor opportunities, contact sales@jcsmarketinginc.com.
Attendee registration will also open this month. Growers, handlers, and industry professionals can register at myaglife.com/events.
For more details or to register for this free event, visit myaglife.com/events or walnuts.org.
As global buyers demand proof of sustainable practices, certifications and precision tools
are becoming key assets for vineyard competitiveness (photo courtesy Niner Wine Estates.)
The landscape of winegrape growing is rapidly evolving, presenting both opportunities and challenges. From sustainability trends to shifting market demand, there are several crucial factors that vineyard owners must consider to thrive in today’s competitive environment.
This article features insights from industry experts Audra Cooper and Eddie Urman of Turrentine Brokerage, who share their expertise on market positioning and the growing importance of sustainability certifications.
Oversupply Woes: Navigating Market Challenges One of the most significant challenges facing grape growers is the oversupply of most grape varieties, even in the most recognized growing regions. As market conditions tighten, many vineyards are seeing diminishing returns on crops. This is especially difficult for smaller or independent growers managing older, less productive vineyards.
Replanting is costly. Many growers must decide whether to maintain aging vineyards or invest in the capital-intensive replanting process. Managing costs strategically is essential to ensure operations remain economically viable and aligned with the market.
Growers can consult experts or consider niche grape varieties with growing demand to help diversify their risk and increase their potential for success in the future.
Finding Your Place in the Market In a competitive market, growers must understand their position. Not every vineyard will produce the best grapes in the region, and that’s OK. Some may find success by positioning themselves in the middle tier, offering quality fruit at affordable prices.
The key to success is knowing your value proposition and understanding the needs of buyers. Define what sets your vineyard apart, whether it’s consistency, quality or unique practices. Building transparent relationships with wineries is essential, as helping buyers achieve their goals often results in mutual benefits.
“Being intentional with your vineyard management and knowing your market position can make all the difference in building a sustainable business,” said Urman.
SIP Certified vineyards must meet rigorous standards in water conservation, energy efficiency, pest management and social responsibility, positioning them for long-term market relevance (photo by Beth Vukmanic, Vineyard Team.)
Green Is Gold: Why Sustainability Is Essential Sustainability certifications are now crucial for growers. As consumer demand for sustainably produced products has surged, buyers increasingly seek vineyards that prioritize environmental and social responsibility. What was once considered a “nice-to-have” is now a “must-have” for remaining competitive. Without certification, a vineyard’s marketability could be severely limited, even if their grapes are top-quality.
The global importance of sustainability is evident in markets like Europe and North America, which have long valued sustainable practices. Emerging markets such as China are also increasingly prioritizing sustainability. A 2023 survey by Forvis Mazars found more than 70% of Chinese consumers believe sustainability encompasses reducing pollution and optimizing the living environment, highlighting a growing environmental consciousness. This shift in consumer preferences indicates that sustainability is now a key driver in purchasing decisions worldwide.
In the United States, certifications such as SIP Certified® (Sustainability in Practice) play a vital role. This program focuses on environmental, social and economic sustainability, encouraging best practices in water conservation, pest management and energy use. Vineyards and wineries that achieve SIP Certified demonstrate their commitment to responsible practices, making them more marketable to environmentally conscious consumers.
“Sustainability is no longer optional. It’s now required by many buyers and for staying relevant in the market. If you’re not certified, you’re cutting your potential market in half, if not more,” Cooper said.
“Being intentional with your vineyard management and knowing
your market position can make all the difference in building a sustainable business.” – Eddie Urman, Turrentine Brokerage
Building Trust With Buyers Consistency in grape production is crucial. Buyers rely on growers who can deliver high-quality fruit year after year without significant fluctuations in yield or quality. Focusing on best practices like pruning, shoot thinning and vine health management is essential.
Good management practices not only benefit the vineyard but also build trust with buyers. When growers consistently deliver, they secure long-term contracts, stabilize their income and strengthen relationships with wineries. This trust helps growers navigate market fluctuations and evolving consumer demands.
As market conditions tighten, many vineyards are seeing diminishing returns on crops. Growers can consult experts or consider niche grape varieties with growing demand to help diversify their risk and increase their potential for success in the future (photo courtesy Wolff Vineyards.)
Staying Ahead of Trends As the winegrape market evolves, growers must adapt. It’s no longer enough to take a wait-and-see approach. Successful growers need a clear, long-term plan. Whether investing in new technologies, transitioning to sustainable practices or diversifying crop offerings, proactive planning is essential to stay competitive.
The key to thriving in this market is understanding both your vineyard’s strengths and broader market trends. Growers must be flexible and ready to adjust strategies based on trends like sustainability and fluctuating grape prices.
“Sustainability is no longer optional. It’s now required by many buyers and for staying relevant in the market.” –Audra Cooper, Turrentine Brokerage
Using Innovation to Thrive Technology is revolutionizing vineyard management. Precision agriculture, which uses data analytics to monitor soil health, water use and pest control, enables growers to make more informed decisions about when to irrigate, prune or harvest. These tools improve efficiency and reduce resource consumption, which is critical in today’s sustainable era.
Investing in technologies that promote sustainability, such as water-efficient irrigation systems or eco-friendly pest management, can help growers meet certification requirements while boosting profitability.
As the winegrape market continues to evolve, staying informed and adapting to new technologies and sustainable practices is key. Thoughtful planning, strong relationships and consistent, high-quality production will ensure that growers not only survive but thrive in this dynamic landscape.
Turrentine Brokerage’s Audra Cooper says, “Sustainability is no longer optional. It’s now required by many buyers and for staying relevant in the market.”
For more insights on navigating the winegrape market, you can reach out to Cooper and Urman at Turrentine Brokerage:
• Visit Turrentine Brokerage’s website
• Email: info@turrentinebrokerage.com
Keep an eye out for their speaking engagements, where they regularly share their expertise on market trends and best practices in grape growing. You can also catch them on the Sustainable Winegrowing Podcast (Episode 259 and Episode 269).
By partnering with experts like Cooper and Urman, growers can gain the knowledge and tools they need to adapt and thrive in this ever-changing industry.
References Forvis Mazars. (n.d.). Sustainable consumption of Chinese consumers.https://www.forvismazars.com/group/en/insights/latest-insights/sustainable-
consumption-of-chinese-consumers
Simon-Kucher & Partners. (2024). Sustainability’s new normal:
What 2024 consumers expect.
https://www.simon-kucher.com/en/
/insights/sustainabilitys-new-normal-what-2024-consumers-expect
SIP Certified. (n.d.). SIP Certified: Sustainability in Practice.
https://www.sipcertified.org/
Vineyard Team. (n.d.-a). From Surplus to Strategy: Managing the Grape Market’s Challenges. [Podcast episode #269]. https://www.vineyardteam.org/podcast?id=1146
Vineyard Team. (n.d.-b). Winegrape Market Trends of 2024. [Podcast episode #259] https://www.vineyardteam.org/resources/economic-viability.php?id=1131
Vineyard Team. (n.d.-c). Sustainable Winegrowing Podcast. https://www.vineyardteam.org/podcast/
Former NielsenIQ Wine Analyst Danny Brager’s outlook for wineries in 2025 can be described with one word: uncertainty (photo by P. Strayer.)
A large dose of reality and a spoonful of medicine: That’s what speakers at the Wine Market Council’s (WMC) Annual Research Conference and member meeting on April 2 at Copia in Napa delivered to the 200 attendees. The morning meeting featured both positive and negative news on the overall wine market from former NielsenIQ Wine Analyst Danny Brager and other speakers.
The speakers wrapped up their presentations just hours before President Donald J. Trump announced new tariffs on South African wines (30%), Israeli wines (17%) and European wines (20%).
Lower-priced wines (under $15) showed sales declines, but on the bright side, wines priced above $15 saw sales increases. Interest in white wines was also up, and one-third of wine brands in off-premise and direct-to-consumer (DTC) channels experienced increased sales, Brager said.
Smaller bottle sizes (375 milliliters) were also increasing in double digits, he added, which echoed findings from recent WMC studies. “Better for you” brands also performed well, Brager said.
Smaller bottle size (375 milliliters) sales have increased by double digits for multiple direct-to-consumer brands (courtesy Wine Market Council.)
In-Depth Data Study Summaries and Takeaways for Marketers WMC leaders Dr. Liz Thach, MW, president, and Christian Miller, research director, recapped findings from deep-dive studies on multicultural and younger consumers in their 20s and 30s as well as on eco-friendly wines.
Though the studies found younger consumers like wine, they are overwhelmed by beverage choices, wine complexity and a lack of perceived wine occasions, Thach said.
Survey data also showed nearly half of wine consumers in their 20s buy wine in alternative formats, with 48% purchasing 175-milliliter or 325-milliliter bottles as well as cans, a slight increase over those in their 30s. Roughly 30% of both groups purchased wine in 3-liter or 5-liter bag-in-box packaging.
Their taste preferences tend to fall into two camps: sweet, fruity and refreshing versus intense, dry, oaky and full-bodied.
Multicultural consumers prefer to see their food and people from their cultures reflected in brands. Thach recommended hiring for diversity and showcasing it in brand social media and marketing visuals.
Research also showed that younger legal-drinking-age consumers want store retailers to better organize wines on shelves like the filtering systems used in online shopping. Thach suggested bringing back in-store tastings where legally allowed. In on-premise settings and tasting rooms, she recommended offering at least one wine cocktail and displaying wine cocktail recipes.
Younger consumers also mentioned they enjoy using AI quizzes online to help them find the right wine. The takeaway for marketers is to offer website filters, include user ratings and feature interactive tools like quizzes and games to guide wine selection.
Both Gen Z (ages 21 to 26) and millennials (27 to 42)
use Instagram, YouTube and TikTok as their top social media platforms.
Overall, key concerns for marketers centered on delivering more positive messaging about wine and health and emphasizing wine’s romantic and lifestyle appeal, especially for younger consumers.
Though Wine Market Council studies found younger consumers like wine, they are overwhelmed by beverage choices, wine complexity and a lack of perceived wine occasions, according to Dr. Liz Thach, president of Wine Market Council (photo by P. Strayer.)
Panel: “How to Sell More Wine in Multiple Channels” The second half of the event featured a panel discussion with sales channel representatives offering wineries tips to improve wine sales:
• Off-premise retailers: Curtis Mann, MW, Albertsons-Safeway, and Alex Joerger, Wine.com
• On-premise: Michael Gonzales, wine director, Cole’s Chop House
• DTC wineries: Laura Webb, Cakebread Cellars (Napa), and Jeremy Trettevik, Jeremy Wine Co. (Lodi)
Albertsons-Safeway
Mann said sending beverage stewards to train at the Napa Valley Wine Academy was effective in increasing wine sales. He encouraged wineries to rethink their labels and simplify language and visuals to make wine more accessible. He also supported bringing back in-store wine sampling where allowed. The company’s Vine and Cellar website was recently upgraded with improved filters to promote wine discovery.
Wine.com
Joerger reported Wine.com receives 24 million page views and the average customer purchase is $32 per bottle. The site offers a $59 annual membership for free shipping and features cost-effective brand pages that showcase winery photos and product listings. Joerger recommended attending the Wine.com annual seller event, held in February, to take advantage of promotional tools.
Cole’s Chop House
Gonzales said younger customers expect a higher level of attention and service with their dining experience. Offering a strong by-the-glass program using Coravin helps. The wine list includes at least 26 Cabernet Sauvignon options by the glass, including Joseph Phelps 2018 Insignia.
Cakebread Cellars
Webb noted a rise in last-minute visitation requests and said the winery is working on ways to accommodate these guests without overburdening staff. She emphasized the need to move beyond the mindset of “this is how we’ve always done it” and embrace flexibility. Thach reinforced that it is no longer acceptable to turn customers away. Mann himself had been turned down at three wineries, Thach said. The audience gasped. “Don’t turn people away,” she told them.
Jeremy Wine Co. Trettevik of Lodi-based Jeremy Wine Co. said wine tastes by the glass at the bar are more effective than formal flight tastings. The casual bar format creates more interaction with staff, which can drive sales without requiring additional staffing.
Wine Market Council members have access to additional research and data through the organization’s website at winemarketcouncil.com.
Babydoll sheep roam between vineyard rows at Bon Niche Cellars, providing natural leafing and cover crop management.
In the heart of San Miguel, Calif. lies a small, charming estate vineyard and winery where, at first glance, everything is as you’d expect. There’s a rustic winery, rows of grapevines and a serene pace of life. But spend a little time here, and you’ll realize there’s something delightfully unusual going on among the vines.
Rather than the whir of tractors or the hiss of sprayers, you’ll hear bleats, snorts and the occasional delighted squeal. That’s because Bon Niche Cellars has found a unique way to tackle one of agriculture’s most persistent problems: weeds.
Weeds are more than just an unsightly nuisance. In agricultural settings, they can cause significant harm. Weeds can reduce crop yields by competing for essential resources like water, nutrients and sunlight. Some weeds even emit chemicals that inhibit the growth of neighboring plants.
Herbicides and heavy machinery are common tools for managing weeds. While effective, these methods often require significant investment in equipment. Purchasing, maintaining and fueling large machines can be especially burdensome for smaller operations. For Melani Harding, the goal was to find a more holistic approach.
Kunekune pigs at Bon Niche Cellars help manage vineyard weeds year-round thanks to their grazing habits and small size.
A New Start at Bon Niche When Harding bought Bon Niche Cellars in 2018, the vineyard was already well established. It was planted in 2009 and had been farmed conventionally since then. But Harding had a different vision. She wanted to move away from chemical inputs and toward a regenerative, sustainable model that prioritizes soil health, biodiversity and long-term resilience.
One of Harding’s first decisions was also one of her boldest: going herbicide-free.
She knew this wouldn’t be easy, but she wasn’t expecting the magnitude of challenge her first herbicide-free year had in store. Heavy rains fueled an absolute explosion of weeds.
“By my first summer, the weeds were winning over my efforts,” Harding said. It was clear that if she wanted to manage them naturally, she’d need reinforcements.
Enter the Goats Her research led her to a potential solution: goats. More specifically, a few mischievous Nigerian Dwarf kids she adopted to help control star thistle, an invasive and stubborn weed common in the area.
The goats eagerly munched on the thistle and other tough, dry weeds that most animals wouldn’t touch. But there was a hitch; they roamed freely, enthusiastically and sometimes destructively.
They were curious about everything from budding vines to rose bushes and trees. To solve this, Harding and her father built what they dubbed the “goat tractor,” a mobile enclosure that allowed the goats to be moved around the vineyard safely. This way, the goats could snack on weeds without compromising the grapevines.
Eventually, Harding fenced off the vineyard to give the goats a safe place to roam outside of the vineyard while the vines were vulnerable, such as during budding and fruiting. Between harvest and bud break, however, the goats were allowed back into the vineyard. The system worked well, but goats had one major limitation: They didn’t care for green grass.
Pigs will “eat just about anything” in the vineyard, according to Bon Niche Cellars’ Melani Harding.
The Sheep Solution
To tackle the greenery, Harding invited more four-legged friends to join the crew in the form of Babydoll sheep. These compact, woolly grazers were just the right size to roam between vineyard rows without damaging the vines (most of the time).
“They are just the right height to do my leafing for me,” Harding said. “But that also means they can reach the fruit.”
Like the goats, the sheep had to be removed at bud break to prevent them from nibbling on the tender new shoots. Once the vines lignified and hardened, they were all welcome to return.
Meet Gilbert
Even with goats and sheep, Harding felt there was a gap in her weed management strategy. Then one day in 2021 while scrolling Craigslist, she saw a four-month-old Kunekune pig named Gilbert.
“This breed had been on my radar as they are considered ‘small’ pigs and graze instead of rooting,” Harding said. “I fell in love with the little guy, and he joined the farm that fall.”
Gilbert fit right in with the Bon Niche crew, so much so that Harding has since added three more Kunekune pigs. Because of their small size and grazing habits, they could stay in the vineyard when the goats and sheep had to be locked out. Best of all, they couldn’t reach the fruit, at least not at first.
“I consider anything they can reach to be fair game, but they are really smart. Last fall, I caught them grabbing low-hanging shoots and shaking the fruit free,” Harding said. “I ended up keeping them in their pen until we finished harvesting.”
Working in Harmony
It didn’t take long for Harding to get all the animals on a schedule that met their needs, hers and the vineyard’s.
Goats and sheep are let out in the morning during their designated seasons and return to their pens before dark. Pigs have access to the vineyard all year but must stay in their shelter at night. And Harding knows exactly who prefers to eat what:
• Goats love dried-out weeds like star thistle. They dislike green grass and mustard (though they do enjoy using mustard plants as scratching posts) but will eat sagebrush and puncture vine while they’re green.
• Sheep prefer grass, clover and cover crops but lose interest once the plants seed or become prickly.
• Pigs? “They’ll eat just about anything,” Harding said. “But they really love mallow.”
This system, combined with no-till farming and applications of vermicompost tea, has enabled Harding to nearly eliminate spraying altogether and cut back drastically on mowing. “I love sipping on a glass of wine, watching my cute animals do all the work for me,” she said with a smile.
Visitors to Bon Niche Cellars are greeted by a rotating cast of animals, including goats, pigs, sheep and mini-donkeys (all photos courtesy M. Harding.)
More Than Just Labor
Beyond their work on the property, the animals have become a favorite feature for guests.
Visitors can interact with the animals in thoughtful, guided ways:
• The goats are always the stars, and Harding even built a special gate just for children to pet them more easily. “They have such personalities and love attention,” Harding said.
• The sheep are more reserved, though a couple of bottle-fed lambs enjoy the company of Harding’s grandpa.
• The pigs will often trot up to the gate to greet visitors, especially if they suspect snacks are involved.
And let’s not forget the two mini-donkeys. While they don’t venture into the vineyard, they help keep grasses trimmed on the winery side of the property and love interacting with people.
Small-Scale Farm, Large-Scale Success
Bon Niche Cellars models how small-scale farms can succeed with sustainable, thoughtful practices rooted in creativity and care.
What started as one woman’s dream to farm differently has become a thriving ecosystem where animals, vines and humans work together in harmony. By leaning into regenerative practices and building a natural weed management system that works with the land, Harding has created a vineyard that produces beautiful wine and tells a beautiful story.
Asian export markets like China and South Korea require strict compliance with additive and labeling laws, making regulatory knowledge critical for U.S. wineries (photo by W.B. Gray.)
With the domestic wine marketslowing down, many wineries are wondering about trying to export. That raises a question about wine additives. We frequently read natural wine enthusiasts complaining that U.S. wine is full of additives that are not allowed in other countries. Could this be a barrier to exporting wines?
That depends on where you plan to export. If you want to export to Canada, the European Union or the United Kingdom, you should be okay. But if you want to export to Asia, you may have to make some changes.
Let’s start by busting a myth about Europe. They use the same chemicals we do. Take glyphosate (aka Roundup): the EU considered a ban in 2023, but instead decided to allow its use for another 10 years. Several European countries have debated banning glyphosate and have received positive press for thinking about it, but Austria is the only country in Europe today with a glyphosate ban. Glyphosate is not a wine additive, but even talking about banning it gets a lot of media coverage. We include this to say, don’t believe everything you read.
On the subject of Europe, here is some very good news. The EU has a trade agreement with the U.S. in which both sides agree to accept each other’s winemaking practices. So, whether an additive is legal in Europe does not matter, because if it’s legal in the U.S. you can use it in wines you export to Europe.
The U.K. is no longer part of the EU, but it has not yet created separate winemaking standards and is still using the EU standards. While this could change, at present there is no reason to worry about additives or processing aids when exporting to the U.K.
Before our trade war, Canada was the largest export market for U.S. wine. Canada is part of an eight-nation agreement, the World Wine Trade Group, that similarly to our agreement with the EU requires each nation to respect each other’s approved winemaking techniques and additives. So if Canada allows our wines back on its shelves, additives will not be a problem.
The other members of that agreement are Argentina, Australia, Chile, Georgia, New Zealand and South Africa. Not many U.S. wines are exported to these countries, but you don’t have to worry about additives if you get a store placement in Sydney or Johannesburg.
Firms like Abridge out of Washington D.C. help wineries navigate complex international wine regulations, offering translated legal standards and export compliance tools. In this example, Abridge shows the different laws regarding suflites in China (left) and Japan. The red text for China indicates it is the “best translation available.” The black text in the Japan section shows it is the official Japanese government translation.
Who Does That Leave? Asian Countries. Japan, Hong Kong, South Korea and China are our No. 4 through 7 export markets by value, respectively. We export 2.5 times as much wine to the EU by volume, but by value we export more wine to these countries combined than to the entire EU (Hong Kong is now part of China, but its import rules remain different.)
These countries do have different standards of what’s allowed, and you are supposed to follow them. But it’s not always easy to do, especially if they have standards published only in their native language.
Many wineries depend on their importers, but this is a specialized topic and the importers may not know.
When I contacted the Wine Institute about this topic, they put me in touch with Abridge, a Washington, D.C.-based firm that compiles the actual regulations about alcohol from 110 countries. If you want to find out whether a wine, beer or whiskey processing aid is legal in bottles shipped to Jamaica or Nigeria, Abridge is the place to look.
Abridge Founder and President Bennett Caplan is a trade attorney who has specialized in alcohol trade laws for 20 years. Caplan told Grape & Wine Magazine the tariff wars initiated by the U.S. this year will have impacts far beyond the tariffs themselves (which Abridge also keeps track of).
“You’re starting to see regulators fining folks,” Caplan said. “The more we have trade tensions, the more regulatory compliance becomes a need-to-have rather than a nice-to-have. Your products are going to be under increased scrutiny. Especially U.S. products.”
Caplan said in the past, wineries relied on their importer to know the local regulations. Now, that’s not good enough. The importer might be liable if a local law is broken, but the winery is likely to be liable as well.
The latest growth areas for Abridge are ready-to-drink cocktails, hard seltzers and reduced-alcohol products. In some cases, these beverages are so new that importing countries haven’t yet created regulations for them. In other cases, the laws may be listed in different places.
“Switching between malt-based and spirit-based and wine-based cocktails gets really complicated,” Caplan said.
I used Abridge’s database to compare U.S. laws to the Asian countries mentioned above and now I’m a big fan of Abridge. The site offers translations of laws for each country and makes side-by-side comparisons relatively easy.
Grape-derived color enhancers like Mega Purple are legal in the U.S., but their acceptance in foreign markets like China remains uncertain due to synthetic color restrictions (photo courtesy California Polytechnic State University, San Luis Obispo.)
The Big Question: Mega Purple in China I was looking for additives you can use in the U.S., but not in these countries. The biggest open question I found is about Mega Purple. Many U.S. wineries use this grape-based substance to give their red wines darker color. But Chinese law says, “No synthetic colour, sweetener, essence and thickener should be added to any product.”
This prohibition of synthetic color is a big deal in Chinese law and is cited repeatedly. Interestingly, Hong Kong does not have this same restriction, although Hong Kong doesn’t allow color or “preservatives other than alcohol” to be added to Port or Sherry-style wines. For table wines, though, Hong Kong says nothing about added color.
Mega Purple is derived from grape extract, so it’s not “synthetic” color. China’s approved food colors include “grape skin extract.”
The wine trade experts I asked for an opinion directed me to Wine Australia, which is acknowledged as the experts for Asia. Wine Australia said their understanding is, “Under Chinese law, grape skin extract is not permitted for use for grape wine.” For a more definitive answer, you would have to hire an attorney in China.
“The more we have trade tensions, the more regulatory compliance becomes
a need-to-have rather than a nice-to-have. Your products are going to be under increased scrutiny.”
– Bennett Caplan, Abridge
China has a few other restrictions of note. China has specific limits on the total sugar in wine.
For sparkling wines, China uses the same standards as Champagne (i.e., ≤ 12.0 g/L is Brut). The important Chinese sugar standard for U.S. wineries to take note of is in still wines. China allows no more than 4 g/L of sugar in “dry” still wine. Still wines with 4.1 to 12 g/L of sugar must be called “semi dry,” and still wines with 12.1 to 45 g/L of sugar must be called “semi sweet.”
As for wine production, China limits tartaric acid to 4 g/L; there is no limit in the U.S. China limits the use of benzoic acid and phosphoric acid in wine production and no longer allows hydrogen peroxide. These are all allowed in the U.S. And China has limits on citric acid, sorbic acid and iron in the final product, while the U.S. does not.
On the other hand, the U.S. only allows 100 mg/L of potassium polyaspartate, which is used to prevent tartrate crystals. China allows 300 mg/L. They must really hate crystals.
“The more we have trade tensions, the more regulatory compliance becomes a need-to-have rather than a nice-to-have. Your products are going to be under increased scrutiny. Especially U.S. products,” says Abridge founder and President Bennett Caplan (photo courtesy B. Kaplan.)
Korea: Be Careful and Good Luck Korea is such a challenging market that Abridge recommends using a Wine Australia guide to exporting to the country that was produced in January 2025.
However, even that guide punts on several questions. Korean law says if an additive is not registered in the Korean Food Additive Code, it is not allowed. Moreover, even if the additive is allowed, but not for the specified use in wine, it is not allowed. This is very different from other countries.
Wine Australia’s guide to exporting to Korea says, “Please consult the Export Assistance Team regarding the declaration of processing aids (e.g., activated carbon, bentonite, copper sulphate, gelatin).”
Korea and Japan both limit sulfites to 0.35 g/kg. This includes naturally occurring sulfites.
Japan: No Radioactive Wines, Please Japan and Hong Kong both limit radionuclides in wine; mainland China does not, and neither does the U.S. It’s understandable why Japan is sensitive to radioactivity, but let’s hope this never becomes an issue.
Japan limits several production chemicals that are not limited in the U.S., including ammonium hydrogen bisulfite, DMDC (dimethyl dicarbonate) and vinylimidazole/vinylpyrrolidone. Japan does not allow benzoic acid.
Japan also limits a few residues in the final product, including bentonite, propylene glycol and potassium ferrocyanide. Japan limits acesulfame potassium (a sweetener) to 0.5 g/kg and sucralose to 0.4 g/kg.
Further questions about whether your wines are going to be legal in your target market should be directed to an attorney.
