Sacramento hosts 31st Unified Wine & Grape Symposium amid market challenges

Sacramento hosted the 31st edition of the Unified Wine & Grape Symposium, bringing together more than 10,000 industry professionals to discuss current market challenges. In a landscape marked by declining consumption, production surpluses, inflation, and the rise of anti-alcohol rhetoric, experts explored potential solutions to help the industry adapt to this evolving reality.

Held at the SAFE Credit Union Convention Center, the event featured sessions on vineyard innovation, marketing strategies targeting new consumers, and industry adaptation to climate change. One of the most anticipated discussions was the State of the Industry session, which drew a large audience eager to hear insights from analysts and industry experts.

Glenn Proctor of the Ciatti Company acknowledged the industry's difficulties but expressed confidence in its resilience, emphasizing the need for adaptation. Industry analyst Danny Brager added that while challenges are significant, more than a third of the 500 largest U.S. wine brands continue to grow, signaling ongoing opportunities in the sector.

Eric Asimov, wine critic for The New York Times, moderated a panel exploring effective strategies for communicating wine's positive attributes at a time when the industry faces increasing scrutiny over perception and consumption.

In addition to discussions and panels, the event hosted the largest wine trade show in the Americas, covering 200,000 square feet of exhibition space and featuring nearly 900 exhibitors showcasing the latest technology, equipment, and services for wineries and grape growers.

Natalie Collins of the California Association of Winegrape Growers highlighted the importance of industry gatherings for shaping the sector's future. "Coming together, sharing information, and providing a forum for discussion is key to maintaining a strong and competitive industry," she said, emphasizing the symposium's role in strategic planning for vintners and growers.

The next Unified Wine & Grape Symposium will take place January 27-29, 2026, reaffirming its position as a leading event for the wine industry, bringing together professionals from across the entire supply chain.