Wine Market Council Sets 2026 Conference to Tackle Innovation in Napa Valley

The Wine Market Council will hold its 2026 Research Conference and Annual Members Meeting on March 25 at Copia in Napa Valley. The event, scheduled from 1:00 to 6:00 p.m., will focus on the theme “Innovating Wine for Tomorrow’s Market.” Organizers say the conference aims to address how wineries and industry professionals can adapt to changing consumer preferences and a rapidly evolving marketplace.

The program will begin with a welcome from Liz Thach, Master of Wine, followed by a State of the Wine Industry address from analyst Danny Brager. Brager is expected to present the latest data on wine sales and consumer purchasing trends, highlighting areas where innovation could drive growth. The agenda includes a session on Wine Consumer Intelligence, led by Christian Miller and Liz Thach. This session will share new research findings on consumer taste preferences, including insights into “wine-hesitant” consumers and strategies for communicating wine flavor profiles more effectively.

Attendees will also hear results from the U.S. Wine Consumer Benchmark Segmentation Study and the Wine & Wellness Survey. These studies provide data on shifting sales patterns, purchasing behaviors, and emerging opportunities for wineries and marketers. Organizers say these insights are designed to help industry leaders better connect with both current and new wine consumers.

A key part of the afternoon will be a panel discussion featuring industry experts who have developed new wine products, formed strategic partnerships, or implemented direct-to-consumer practices. Panelists will share practical examples of innovation in action and discuss ways to attract and retain new wine drinkers.

The conference will close with a networking reception featuring wine and appetizers, giving attendees an opportunity to connect with peers, researchers, and industry leaders. The event is complimentary for up to three employees per Wine Market Council member organization. Additional attendees and non-members can register for $125 per person, which covers all sessions, a coffee break, and the networking reception.

The Wine Market Council is a nonprofit organization focused on growing the wine market through research and education. By providing timely consumer insights and industry intelligence, the council supports wineries in developing strategies to engage today’s wine consumers. More information about the event and registration details are available on the council’s website.