January 20-22, 2026, at the Hyatt Regency Monterey
Limited Number of Tickets of Available for Newly Added “One Night in Monterey Bay”
January 9, 2026 (Sonoma, CA) — The Direct to Consumer Wine Symposium, the nation’s premier conference for winery DTC sales and marketing, is set to return to the Hyatt Regency Monterey Hotel & Spa from January 20-22, 2026. This year’s event promises a deeper focus on the future of DTC winery operations and will feature a blend of world-class speakers, innovative new formats, and exclusive networking events.
The 2026 Symposium anticipates a broad audience, with attendees from over 18 US states and 5 foreign countries expected to participate, reflecting the global interest in modern direct-to-consumer marketing strategies and advertising.
“Brian Baker and I worked as volunteers for 15 years for the DTC Wine Symposium. We grew the symposium and, alongside Free the Grapes, pushed the DTC channel to reach $4 billion through growth and education. Today we’re taking our content to the next level and can’t wait to learn what our attendees want to see for our 20th Symposium in 2027.” Barbara Gorder, Managing Partner, DTC Wine Symposium.
Featured Keynote Speakers
The 2026 program is anchored by three powerhouses who will share diverse perspectives on the challenges and opportunities facing the wine world:
- Elaine Chukan Brown: Acclaimed wine writer, educator, author, and speaker, known for her insightful commentary on wine culture, sustainability, and market trends.
- Duskie Estes: Celebrated chef and entrepreneur, will bring her expertise in authentic branding and illuminate the crucial intersection of hospitality, grit, and direct sales.
- Louis Monoyudis: A visionary leader in DTC Marketing from outside the wine business, focusing on how wineries can succeed in building deeper customer loyalty with meaning over metrics.
New Format: 90-Minute Bootcamps and Tech Deep Dives
Responding to attendee demand for more actionable, hands-on learning, the 2026 Symposium introduces new 90-minute bootcamp sessions. This expanded format will allow experts to move beyond surface-level insights, providing attendees with intensive, practical training on critical DTC topics.
A major emphasis of the program will be on integrating the latest tech and AI platforms into winery marketing. For a complete program, visit https://dtcwinesymposium.com/program/.
Themes of Collaboration and Differentiation
The through-line themes for the 2026 Symposium are Collaboration and Differentiation. In a crowded and evolving market, speakers and sessions will explore how wineries can:
- Collaborate across their regions and with key national partners to build a stronger DTC channel for consumers.
- Differentiate their brand and product offerings to cut through the noise and resonate authentically with today’s diverse consumer base, and how wineries can transition from generic demographics to better customer segmentation.
Exclusive Pre- and Post-Conference Events
Attendees will have two unique opportunities to network and experience the best of the Central Coast:
- Pre-Conference Event: OTR to Monterey at ROAR Winery: Kicking off the Symposium on the morning of January 20th, this special tasting event will be held at ROAR Winery and will exclusively showcase 8 exceptional wines of the Santa Lucia Highlands AVA, offering an intimate start to the conference.
- Opening Night Gala: One Night in Monterey Bay at the Monterey Bay Aquarium: The conference officially opens with a stunning, ticketed reception at the world-renowned Monterey Bay Aquarium. This spectacular venue will provide an unforgettable backdrop for networking among peers, partners, and industry leaders.
The DTC Wine Symposium is presented by Free the Grapes! The national wine consumer advocacy group is a vital fundraiser for its ongoing work to expand consumer choice in wine shipping across the U.S. A special shout-out to our Platinum Sponsors, Endsight, and Wine Direct Fulfillment. We have 13 brand new sponsors in attending our tradeshow this year. Without all our valuable sponsors, we could not do the critical work of Free the Grapes.
About the DTC Wine Symposium
The DTC Wine Symposium is the premier educational and networking event for the North American wine industry, focused on direct-to-consumer sales and marketing. Held annually in Monterey, CA, the symposium is dedicated to providing actionable insights, data-driven strategies, and fostering the connections necessary for wineries to thrive in the modern DTC landscape. The event is a key fundraiser for Free the Grapes!.
