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Registration Is Now Open for Wine Market Council Research Conference – March 20, 2024, Napa

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Feb. 28, 2024 – Napa Valley, California — Registration is now open to the public for Wine Market Council’s 2024 Research Conference. Established in 1996, the WMC is known for its annual half-day conference where they share highlights from their latest research on the U.S. wine consumer and state of the wine industry.

In light of the recent decline in both the volume and value of wine sales in the U.S., it has become increasingly crucial for wine businesses to understand the changing needs of wine consumers. This understanding is critical for crafting highly effective marketing and sales strategies in response to the shifting dynamics of the market.

The eight featured speakers at this conference will share information on current trends, cutting edge research results, and innovative ideas to connect with current and future wine consumers (see agenda below).

This year’s conference will be held on Wed., March 20, 2024 from 9am to noon at Copia in Napa, CA. Registration is available at this LINK. Cost is $150 per person and includes a networking breakfast that will be available on site beginning at 8:00AM. The program will start at 9:00AM and conclude by 12:00PM. (Note: the event is free of charge for up to three people from WMC member organizations.)

Agenda for the 2024 WMC Research Conference 

8:00am- Registration & Continental Breakfast

9:00am – Welcome & Introductions – Dr. Liz Thach, MW, President, Wine Market Council

9:10am – Industry Overview: Bright Spots and Challenges in the U.S. Wine Industry

  • Danny Brager, Wine Business Analyst, Former SVP of Nielsen’s Beverage Alcohol Practice Area

9:45am – Latest WMC Research Results: Portrait of the U.S. Wine Consumer & What They Want from the Wine Industry (presenting key findings from the 2023-2024 WMC Benchmark Segmentation Study)

  • Dr. Liz Thach, MW, President, Wine Market Council
  • Christian Miller, Research Director, Wine Market Council

10:30 – Coffee Break

10:50 – Panel Discussion: Innovative Methods to Attract Younger and Multi-Cultural Consumers to the Wine Category

  • Mike Lakusta, CEO of EthniFacts, Panel Moderator
  • Chris Riboli, VP of Riboli Family Wines and the Stella Rosa brand
  • Angela McCrae, Founder of Uncorked & Cultured and Silver Oak Winery Apprentice
  • Dalia Ceja, Executive Marketing Director for Ceja Vineyards
  • Heidi Scheid, Executive VP for Scheid Family Wines

Noon – Adjourn

About Wine Market Council and Membership

Interested in obtaining more detailed data on U.S. wine consumers?  Consider becoming a Wine Market Council (WMC) member. WMC is a non-profit organization powered by members with an interest in advancing the U.S. wine market and industry.  Established in 1996, the mission of WMC is ‘to be the leader in forward-looking market research on U.S. wine consumer buying habits, attitudes and trends.’

Members of Wine Market Council have access to cutting-edge research on the U.S. wine consumer, along with member webinars, newsletters, access to data files and statistics, and other benefits.  Membership starts as low as $400 per year for access to webinars and reports, and as low as $1000 per year including data files – depending on the size and category of your organization. Members include wineries, distributors, growers, importers, regional, national, and international trade associations, and affiliates. For more information on membership and costs, please see https://winemarketcouncil.com/join/.

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