Wine Industry Leaders Gather in Sacramento for 2026 Unified Symposium Amid Economic Uncertainty

The 2026 Unified Wine & Grape Symposium took place in Sacramento, drawing more than 1,000 attendees from across the wine industry. The event, recognized as North America’s largest wine industry gathering, featured a mix of trade show exhibits, educational sessions, and informal networking opportunities. While attendance was lower than in previous years, likely due to ongoing economic challenges, participants reported a generally positive atmosphere and a sense of cautious optimism about the future.

At the State of the Industry session, nearly every attendee received a flexible “stress bottle” from sponsor Vintage Crop. The gesture acknowledged the anxiety many in the industry are feeling as they navigate uncertain times. Discussions focused on market stabilization, with data suggesting that conditions may improve by 2027 or early 2028. Attendees were encouraged to focus on factors within their control while acknowledging the broader uncertainties facing the sector.

A highlight of the symposium was the Tuesday Keynote Luncheon, which featured a conversation between Felicity Carter of Drinks Insider and Laura Catena, head of Argentina’s Catena winery and an emergency room physician in San Francisco. Their discussion addressed the complex relationship between wine and health. Dr. Catena emphasized that consumers should consult medical professionals rather than relying on internet sources for advice about alcohol consumption. She noted that individual circumstances vary widely and that responsible consumption depends on personal health factors. The session also addressed the challenges faced by the wine industry in communicating health information to consumers amid regulatory restrictions and widespread misinformation.

The international scope of the Unified Symposium was evident throughout the event. Attendees heard a variety of languages on the trade show floor, including Spanish, French, Italian, Portuguese, and English accents from around the world. Notably, the Italian Trade Agency (ITA) participated to promote Italian wine technology rather than wine itself, reflecting Italy’s growing role as a supplier of equipment and services to global producers. Another standout exhibitor was CIR Label from China, which showcased custom label designs for international clients. Although new to the U.S. market, CIR Label attracted significant interest from attendees.

Spanish-language programming was again a priority at this year’s symposium, reflecting the importance of Spanish-speaking workers at all levels of the U.S. wine industry. Despite concerns about possible immigration enforcement activity near the convention center, participation in these sessions remained strong. Organizers viewed this as a positive sign for inclusivity and workforce development in an industry facing labor shortages.

The trade show component covered every aspect of wine production, from vineyard management to finished products. While some organizations sent fewer representatives than in previous years—sometimes half as many—the level of engagement remained high. Exhibitors highlighted advances in robotics, computer systems, and other technologies designed to address labor shortages and environmental concerns such as water use. There was less emphasis this year on non-alcoholic and low-alcohol wine technologies compared to previous years, suggesting uncertainty about future demand for these products.

Despite reports of some vineyard owners removing vines due to market pressures, several plant suppliers reported steady business at the show. This indicates that growers are still planning for future production even as they adapt to current challenges.

The Unified Symposium continues to serve as a key meeting point for industry professionals seeking information, technology solutions, and connections across borders and languages. Organizers have already announced dates for next year’s event, signaling ongoing commitment to supporting an evolving industry through both good times and difficult periods.