Wine Symposium Urges Wineries to Adapt to a Slumping Market

A wine sales symposium in Sonoma County this week drew winery owners, sales leaders and marketing executives who came looking for practical ways to respond to a market under pressure from falling consumption, distributor consolidation and fast-moving technology changes.

The 2026 Wine Sales Symposium, produced by Wine Industry Network, ended Wednesday at the DoubleTree by Hilton Hotel Sonoma Wine Country in Healdsburg, Calif., after a day of sessions focused on tactics rather than broad forecasts. Organizers said the event was designed to help wineries deal with immediate business problems, including how to use artificial intelligence in marketing, how to manage wholesale distribution changes, how to reduce wine club churn and how to build hospitality programs that appeal to younger drinkers.

The opening session came from Dr. Chris Bitter, senior wine and grape analyst at Terrain, American AgCredit. He presented data on current wine sales trends and market opportunities, then outlined strategies he said wineries can use in a difficult market. His remarks centered on strategic priorities, areas where wineries can still grow and direct-to-consumer goals that could help offset broader weakness in the category.

The closing session was led by Damien Wilson, faculty director and Hamel Family Faculty Chair of Wine Business at Sonoma State University. Wilson addressed a question many attendees face after a day of presentations: what to do next once they return to their businesses. He pointed to emerging tailwinds for the industry but urged wineries to narrow their focus and concentrate resources on a few priorities instead of trying to do everything at once. His message was that wineries with a clear identity, owned audiences and disciplined execution are more likely to benefit from new opportunities.

Other sessions covered email marketing, corporate gifting, shipping and fulfillment, strategic partnerships and ways producers can stay resilient in a contracting market. The program also included time for attendees to meet with exhibitors, a catered lunch prepared by the hotel’s chef and an evening networking event featuring local wines.

George Christie, president of Wine Industry Network, said the day reflected both the strain facing the industry and the willingness of many businesses to adapt. He said the people who attended were focused on innovation and authentic relationships, qualities he described as central to long-term success.

Wine Industry Network said recordings of the 2026 sessions are available for purchase and that people can sign up for updates on the 2027 symposium at winesalessymposium.com.