Ep. 1247 The Challenging US Market | wine2wine Business Forum 2021

Welcome to Episode 1247; The Wine Consumer in a Challenging U.S. Market Welcome to wine2wine Business Forum 2021 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide. About this Session There has never been a more difficult time to sell wine in the U.S. At the same time the wine industry is dealing with a pandemic, historic drought, wildfires, and channel shifting to name a few, it is also dealing with an onslaught of attacks from the anti-alcohol movement while discovering a rotation of the older wine consumers into retirement, against the backdrop of a very different younger consumer. The result of the tumult is an industry that is likely to see a drop in volume sold for the first time since 1994. The industry context for selling wine is changing, at the same time the average consumer is changing. Hitting the consumer mark today is like throwing a dart at a target placed on a carousel. About the Speakers Rob McMillan is one of the top wine-business analysts in the United States and the author of Silicon Valley Bank’s highly regarded annual State of the Wine Industry Report, described by the New York Times as “… probably the most influential analysis of its kind.” With decades of experience researching the industry and working with winery clients, his views are sought after and trusted by winery owners, journalists, entrepreneurs, and investors. He is a prominent speaker, both domestically and internationally, and you will find him extensively quoted in national, regional, and trade press. He has also been named several times as one of the Top 50 Most Influential People in the US Wine Business. To find out more: Facebook: www.facebook.com/Rob.McMillan.SVB Instagram: rob.mcmillan.wine Twitter: SVBWine LinkedIn: www.linkedin.com/in/2robmcmillan/ About the Moderator: Sarah Trubnick Prior to shifting her focus to the wine industry, Sarah obtained degrees in Electrical Engineering and Physics (BS and MS, UCLA), and spent time working as an engineer and project manager on the US Space Shuttle for The Boeing Company. To find out more: Facebook: www.facebook.com/sarah.trubnick Instagram: sarahtrubnick LinkedIn: www.linkedin.com/in/sarah-trubnick-2760b714/ Let's keep in touch! Follow us on our social media channels: Instagram @italianwinepodcast Facebook @ItalianWinePodcast Twitter @itawinepodast Tiktok @MammaJumboShrimp LinkedIn @ItalianWinePodcast If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/ Until next time, cin cin