New tools to identify evolving consumer attitudes that shape the future of wine marketing
‘Harnessing Consumer & Shopper Insights that Power Growth’
September 21, 2026 (Monterey County, CA) — Scheid Family Wines announced today that Chief Marketing Officer Sylvia Bronson will participate in a panel discussion at GroceryShop 2026, joining industry leaders for a conversation focused on how brands and retailers can harness consumer and shopper insights to drive growth.
Wednesday’s panel session, “Harnessing Consumer & Shopper Insights that Power Growth,” will explore how organizations are evolving beyond traditional research and reporting to identify changing consumer behaviors, create shared understanding across teams and translate insights into business action.
Bronson will bring a wine category perspective to the conversation, drawing on Sunny with a Chance of Flowers as a case study in responding to a rapidly evolving consumer mindset around wine, moderation and more intentional choices.
“Consumers aren’t necessarily leaving wine behind. They’re making wine fit differently into their lives,” said Bronson. “That distinction has changed the questions we ask as marketers, from what benefits consumers are seeking to when they want wine, what they expect it to taste like and what ultimately gives them confidence to choose it.”
Among the insights Bronson will discuss is Scheid Family Wines’ 2025 consumer research, which found that 64% of better-for-you alcohol beverage consumers actively seek better-for-you options, while 62% identified relaxing at home alone as an occasion for those choices. The research also underscored the importance of transparency and specificity, with consumers responding more strongly to tangible product information than broad benefit claims.
Those learnings have informed the continued evolution of Sunny with a Chance of Flowers, which offers naturally zero sugar, 85 calories per five-ounce serving and 9% alcohol, while maintaining a brand platform centered on optimism and everyday enjoyment.
Bronson will also discuss how Scheid Family Wines is supplementing foundational consumer research with regular AI agent-enabled social listening to identify emerging language and conversations across wine, non-alcoholic beverages, functional beverages and moderation. Recent findings are helping the company explore how taste, occasion and “choice confidence” work alongside product attributes in influencing purchase decisions—and how to best address these in Marketing communications.
“Consumers don’t organize their lives around our category definitions,” Bronson added. “If we only study the wine category, we may miss what’s actually changing the wine consumer.” The panel will take place during GroceryShop 2026 in Las Vegas, on Wednesday, September 23. The event brings together leaders from across grocery, CPG, retail technology and commerce to examine forces reshaping the industry.
About Scheid Family Wines
Scheid Family Wines, a family-owned and operated wine company for over 50 years, is ranked among the top 25 largest wine producers in the United States. Based in Monterey County, California, Scheid is vertically integrated to bring high quality estate grown wines to the marketplace from its sustainably and organically certified vineyards, and grower partners throughout the Central Coast. Scheid’s innovative, luxury-level winery is 100% powered by renewable wind energy generated by a 400-foot-tall wind turbine, which also supplies energy to the local community. The Scheid Family Wines globally distributed brand portfolio includes Scheid Vineyards, Sunny with a Chance of Flowers, VDR (Very Dark Red), Fog & Light, Metz Road, District 7, and Ryder Estate. Scheid Family Wines sells internationally to over 30 countries and is one of the largest producers of premium exclusive brands.
Please visit www.scheidfamilywines.com for more information.
About Sunny with a Chance of Flowers
Sunny with a Chance of Flowers is a California wine brand created for consumers seeking balance without compromising the wine experience. Sunny wines are naturally zero sugar, 85 calories per five-ounce serving and 9% alcohol, and are made with an intentional winemaking approach. The portfolio combines familiar varietals, approachable flavor and an optimistic outlook designed for everyday wine occasions
Please visit www.sunnywines.com for more information.
