Afternoon Brief, March 27

Trending Story
There’s a Wine for Everyone: New Survey Highlights Importance of Recruiting “Wine Hesitant”
In the most recent consumer benchmark survey from the Wine Market Council, a red flag popped up; 35% of non-adopters said they didn’t like the taste of wine while 39% said they preferred the taste of other alcohol beverages—and they’re basing their dislike based off just a few experiences with the finish of a wine…
M. A. Silva USA
Wine Sales Symposium
Today’s News
California Wineries Go Beyond the Tasting Room During Down to Earth Month in April
California wine has long been a leader in sustainable winegrowing, and this April, wineries across the state are bringing that commitment to life in ways that are fresh, immersive and anything but expected. During the 15th annual Down to Earth Month, consumers are invited to experience the people, places and practices behind sustainable California wine through eco-focused events, hands-on workshops and one-of-a-kind winery experiences…
How Wine Educator Deborah Parker Wong Found Gen Z’s Wine Sweet Spot
The wine business has spent the last few years wondering aloud about Gen Z, often in anxious terms. Younger adults are drinking differently, drinking less often or approaching alcohol with more caution than previous generations. From within the industry, that anxiety often translates into a simpler, less useful conclusion: Young people just aren’t interested in wine. Deborah Parker Wong doesn’t buy that…
Resilience the Key for US Wine Market
In advance of May’s National Association of Wine Retailers annual summit, executive director Tom Wark has some thoughts on the US wine market…
Napa County Judge May Deny Winery’s Effort to Overturn Nearly $4 Million in Court Fees
Pernod Ricard and Brown-Forman Explore Merger
Innovate or Languish: Wine’s Path to Growth with Cautious Consumers, Researchers Say
Spring Sips Showcases the Wineries of Tualatin Valley, the Closest Wine Destination to Portland
Constellation Brands Announces Agreement to Acquire Non-Alcoholic Brand HOPWTR
Blood of Gods: A Zine, Merrymaking, and Now, a Book
Abundance Culinary Sommelier Brings a Sustainable, All-Women Winemaker List to Cleveland
The Prosecco DOC Consortium Announces National Prosecco Week 2026, June 15-21
Porto’s Famed Factory House Opens to the Public After 236 Years Offering Visitors Rare Access to the Authentic Infrastructure of Porto’s Wine Heritage
How to Be Green and Premium with Rosé Wine from Provence
UK Supermarkets Spark Champagne Price War Before Easter
ATPGroup
Wine Industry Careers
AgTech Field Technician – Tri-Cities
Vivid Machines – Wenatchee, WA
Sales & Hospitality Associate
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Tasting Room Associate – Part Time
Bowman Cellars – Graton, CA
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Ultra Premium Cabernet Fruit Available for 2026
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Industry Events
WIN Webinar – Faster Responses, Personalization at Scale, Happier Customers: How AI and SMS Are Transforming Winery Customer Support
April 2 – Webinar
The New Buyer Journey – Vantage by OrderPort
April 2 – Webinar
Grower Field Day: Managing Red Blotch Together
April 8 – Rutherford, CA
2026 WAVE/Ravenholt-The State of Smoke Science: Breakthroughs and Lessons
April 22 – Richmond, WA
Wine Sales Symposium
May 13 – Rohnert Park, CA
HOBO Data Loggers
Top Stories of the Week
Michel Rolland, Prominent Wine Consultant and Vintner, Dies at 78
Wine Road Celebrates the 26-Year Legacy of Leadership by Executive Director Beth Costa Upon Her Retirement
The California Wine Industry Is Changing. So Why Haven’t Wine Clubs?
Sonoma County Winery Triumphs at Judgment of Paris Do-over
How Technology Is Transforming No- and Low-Alcohol Wine
Prohibitionists Still Going After Wine
A Scientific Study Shows That the Pinot Noir Grape Variety Has Not Changed in 600 Years
Napa Valley’s Famed French Laundry Sued for Alleged Labor Violations
California Wine Industry Faces Turning Point
Moderate Wine Consumption Is Healthier Than Not Drinking…Contradicting the WHO
The Science Behind Vertical Shoot Positioning in Vineyards
Prominent Texas Winemaker Arrested on DWI, Unlawful Weapon Charges
Shifting Tastes, Shrinking Sales: Napa Valley’s Wineries Adapt Amid ‘Shocking’ Downturn
WineAmerica: Embracing the Painful Necessity of Change
K-Shaped Economy, Cost of Living Crisis Dealt Big Blow to DTC Shipments in 2025
Gusmer Enterprises

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