The 2025 Wine Industry Expo delivers experts who can speak to industry concerns and innovative solutions.
By Kathleen Willcox
Wine sales are down amid shifting consumption patterns. Climate change is making growing and harvesting a healthy crop increasingly difficult. Regulatory pressures are transforming the way winegrowers are permitted to respond to climate change — and the cost of doing so.
These problems are real, persistent and complex. But there are solutions. Wineries, vineyard managers, technology providers, sales people and other members of the industry who are actively seeking solutions to their most pressing problems will have a suite of experts who specialize in providing insights, advice and answers to the industry’s most complicated questions at the 13th Annual WIN Expo on December 4, 2025.
Providing Real Solutions
The trade show and conference is attended by 3,000+ wine professionals each year, with hundreds of exhibitors presenting the latest and most innovative products and services available.
But the most compelling part of the show, arguably, is the robust educational component that focuses on four tracks: Winemaking & Production, Sales & Marketing, Business Strategy & Leadership, and Vineyard & Growers.
“To survive — and potentially thrive — during these times, it’s essential to regularly read the latest news, watch webinars, attend conferences and generally stay informed about anything that is working out there,” says George Christie, founder & CEO of Wine Industry Network (WIN). “There may not be one [single] solution, but this conference is about moving the needle in a positive direction and presenting examples of what does work.”
In addition to workshops that focus on improving quality in the cellar, with a nod to current market tastes (like Modern Winemaking Without Sulfites: Tools for Stability, Protection, and Longevity), there will be sessions dedicated to helping producers with common sales, strategy and regulatory challenges.
On the sales front, Cultivating a Timeless Wine Brand in Changing Times will address the critical challenge of staying culturally relevant without compromising authenticity. Adam Bird, director of strategy and partner at Deksia Marketing, will share insights into how successful businesses translate timeless brand stories across evolving channels.
On the strategy front, Future-Proofing Your Wine Brand: Strategies for Resilience & Long-Term Success will bring together seasoned industry leaders (Zane Stevens, director and founder of Protea Financial, will moderate) to share actionable strategies across four key areas: financial clarity, team strength, sales optimization and tech-driven efficiency.
On the regulatory side for growers, Groundwater Security and the Sustainable Groundwater Management Act: Challenges, Compliance, and Solutions will examine the compliance hurdles, shifting resource availability and sustainability pressures reshaping vineyard operations. Val King, owner and operator of the North Coast Water Association, will moderate.
The Importance of Showing Up
Christie, whose company, Wine Industry Network, has been producing the Expo since 2012, has seen a lot of industry professionals come and go during that time. One clear takeaway has emerged.
“The most successful people in the industry show up at the Expo every single year,” Christie says. “They attend sessions and listen to experts; they’re open to new ideas and do not shy away from change.
“In a saturated marketplace, it’s more important than ever to distinguish your story and amplify your impact,” he continues. “Our goal is to equip attendees with the knowledge and connections they need to achieve their goals— whether that’s growing better grapes, making better wine or redefining their marketing edge.”
Find out more and register for the 13th Annual North Coast Wine Industry Expo here. Ticket options range from Full Conference Passes to Single Session Passes and Expo Floor Passes. Event venue parking is included with all ticket options.
Kathleen Willcox
Kathleen Willcox writes about wine, food and culture from her home in Saratoga Springs, N.Y. She is keenly interested in sustainability issues and the business of making ethical drinks and food. Her work appears regularly in Wine Searcher, Wine Enthusiast, Liquor.com and many other publications. Kathleen also co-authored a book called Hudson Valley Wine: A History of Taste & Terroir, which was published in 2017. Follow her wine explorations on Instagram at @kathleenwillcox
