Home Industry News Releases New Wine Market Report ‘Winescape’ Launches Today

New Wine Market Report ‘Winescape’ Launches Today


Wine industry expert Chris Bitter, Ph.D provides in-depth look at trending topics, such as consumer trends, vineyard values, wine sales trends by channel and tier, an economic outlook, and comprehensive grape market overview

SANTA ROSA, Calif. (Nov. 30, 2023) – Agriculture market intelligence analysts Terrain™, along with their lender partners American AgCredit, are introducing a new report series for grape growers that will include an in-depth look at trending topics, consumer trends, vineyard values, and a comprehensive ‘Market Happenings’ overview that shows wine sales trends by channel and tier, an economic outlook, and grape market overview.

Winescape will be a four-times-yearly market analysis report led by Terrain’s senior wine and grape analyst, Chris Bitter, Ph.D. Winescape’s debut issue, releasing today, shares Bitter’s evaluation of the generational gap between the Baby Boomers and subsequent generations, Gen X, and Millennials.

“While Millennials are still blossoming as wine consumers, Gen X’s engagement with wine appears to have stalled,” said Bitter. “And neither generation has closed the gap with Baby Boomers, the dominant generation in the U.S. wine market today. To stave a persistent demand decline, the wine industry needs to do a better job of addressing Gen X and continue fostering the Millennials’ slow progress toward wine.”

In addition to the trending topic in each issue, Bitter evaluates market factors for various tiers of wine, direct-to-consumer (DTC), exports and grape prices. The insights he shares are the result of his synthesizing and analyzing data from multiple public and private sources.

“What makes Winescape stand out is the combination of wine consumer research and vineyard values, and Terrain’s use of verified research of current vineyard and wine data,” said American AgCredit’s, Cody Radelfinger, head of regional banking in American AgCredit’s northern California territory.

American AgCredit, a part of the Farm Credit System, has a wine industry portfolio of more than $5 billion, serving hundreds of customers in the California wine regions.

“More than simply meeting our customers’ needs, we know their operations, and anticipate their opportunities,” Radelfinger said. “Our partners at Terrain keep our farmers and ranchers informed of market conditions so we can continue to help wine producers and growers achieve their goals, protect their legacies, and grow the industry’s next generation.”

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.

Terrain is a team of ag economists who provide market analysis and industry insights to customers of American AgCredit, Farm Credit Services of America and Frontier Farm Credit. Visit terrainag.com to view Winescape, as well as Terrain’s other reports, videos and articles for the wine, farm, and ranch sectors.

About Terrain

Terrain is an exclusive offering of American AgCredit, Farm Credit Services of America and Frontier Farm Credit, whose customers have access to Terrain’s analysis of economic factors, trends, and agricultural markets. To take a look at the information that Terrain has to offer, go to terrainag.com.

About American AgCredit

American AgCredit was chartered in 1916 as part of the nationwide Farm Credit System and is the nation’s fourth-largest Farm Credit association. American AgCredit specializes in providing financial services to agricultural and rural customers in California, Colorado, Hawaii, Kansas, New Mexico, Nevada, and Oklahoma, and serves capital market customers throughout the United States. Learn more at agloan.com.



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