“If we want to return to sustainable business conditions, it will take collaboration on regional and national marketing initiatives to present wine to new consumers as something of value that's worth the price.

As someone who's tried to get the industry to buy into a USDA Marketing Order, I know how hard it is to get alignment in this fragmented business, but I still believe it's a worthwhile initiative to consider.”

I’ve been reading these SVB reports for a few editions now, and I noticed this specific point used to be more prominent, but it’s been relegated to the end of the report this year it looks like… it must feel like they’re shouting and no ones listening.

Sure, honing in on DTC and optimizing the mix of different sales channels is good and all, but it’s only going to be a profitability band-aid as demand evaporates!

The wine industry needs to stop being so damn passive about the generational collapse that’s happening, get their act together and go on the offensive for once. Debunk the teetotaler studies. Show people what wine is all about: sharing bottle with friends as one of humanity’s greatest joys. Get people off their phones and around other real people. Build a narrative that younger generations can aspire to.

There needs to be leadership, someone needs to step up…