February 17, 2026 (Napa, CA) — Wine Market Council (WMC) is pleased to announce its 2026 Research Conference & Annual Members Meeting, to be held on Wednesday, March 25, 2026, from 1:00 to 6:00 p.m. at Copia in Napa Valley. This year’s theme, “Innovating Wine for Tomorrow’s Market,” will spotlight forward-thinking research, emerging consumer trends, and innovative strategies designed to help the wine industry adapt and thrive in a rapidly evolving marketplace.
The conference will feature highlights from Wine Market Council’s latest consumer behavior research, providing attendees with valuable insights into shifting wine sales patterns, purchasing behaviors, and emerging opportunities for growth. With innovation at the forefront, the program is designed to equip wineries, marketers, and industry leaders with practical, data-driven strategies to better connect with both current and new wine consumers.
The program will open with a welcome from Liz Thach, MW, followed by a comprehensive State of the Wine Industry address from leading industry analyst Danny Brager, who will present the latest wine sales data and consumer purchasing trends, along with key areas of opportunity for innovation.
In the Wine Consumer Intelligence Highlights session, Christian Miller and Liz Thach, MW, will share new research findings on consumer taste preferences, including identifying taste perceptions and realities among “wine-hesitant” consumers and how wineries and marketers can most effectively communicate the flavor profiles of their wines. The session will also feature additional insights from the U.S. Wine Consumer Benchmark Segmentation Study and theWine & Wellness Survey.
A key highlight of the afternoon will be a dynamic Wine Innovation Panel, bringing together industry experts who have successfully developed new wine products, strategic partnerships, and cutting-edge direct-to-consumer practices. Panelists will share practical examples of innovation in action and discuss pathways to attracting and retaining new wine consumers.
The event will conclude with a Wine & Appetizer Networking Reception, offering attendees the opportunity to connect with peers, researchers, and industry leaders.
Wine Market Council’s annual Research Conference is a must-attend event for industry professionals seeking actionable research, strategic insights, and innovative approaches to ensure long-term success in the wine marketplace.
Agenda Timing
- 1:00 – 1:30 PM | Registration (Coffee, tea, and water)
- 1:30 – 1:45 PM | Welcome – Liz Thach, MW
- 1:45 – 2:15 PM | State of the Wine Industry – Danny Brager
- 2:15 – 3:00 PM | Wine Consumer Intelligence Highlights – Christian Miller & Liz Thach
- 3:00 – 3:30 PM | Coffee Break
- 3:30 – 5:00 PM | Panel Discussion on Wine Innovation
- 5:00 – 6:00 PM | Wine & Appetizer Networking Session
Conference Costs & Registration
The conference is complimentary for WMC members – up to 3 employees per member organization. The registration fee for additional people and non-WMC members is $125 per person. This includes the afternoon sessions, along with a coffee break and the wine and appetizer networking session.
To register, please go to: Registration Link
For more information, please contact admin@winemarketcouncil.com.
About Wine Market Council
Wine Market Council is a nonprofit organization dedicated to growing the wine market through research and education. By delivering timely consumer insights and industry intelligence, WMC supports wineries and wine businesses in developing effective strategies to engage today’s wine consumers. For more information, please see: https://winemarketcouncil.com/
