The wine industry has had a tough year, both here in the U.S. and around the world. There has been a steady stream of bad news from all corners of the wine world and precious little good news to balance the scales.

Meet Me in Sacramento

In this context, I think the Unified Wine & Grape Symposium, which meets in Sacramento from Tuesday, January 26, 2027, through Thursday, January 28, will be especially important. America’s largest wine industry gathering, the Unified brings together key actors from across the country (and around the world), including all links in the product chain. It’s the place to compare problems, share solutions, exchange ideas, and think about next steps (and the step after that). And that’s what the wine industry needs, now more than ever.

Sue always focuses on the big trade show, because that’s where she finds out what is going on at the grassroots level as wine industry suppliers meet with customers and show off their products and innovations. You can really feel the industry’s pulse on the trade show floor.

Take the Stage, Do the Math

You can usually find me in one of the symposium sessions, which deal with all aspects of wine-growing, wine-making, and wine-selling. This year there will be several changes designed to better meet the needs of the industry audience.

Tuesday’s program, for example, begins with a new general session on the topic of “From Shelf to Vineyard: A Cross-Functional Guide to Making the Math Work.” The math needs to work for everyone, of course: growers, producers, distributors, retailers, consumers.

Program notes say: “This session takes two real-world examples, a $35 Napa Cabernet and a $12.99 Sauvignon Blanc, and traces them backward through the supply chain to show what it takes to keep the numbers working at every step. Attendees will leave knowing what conversations to have, and when to have them.”

The topic of the Thursday general session this time around is “Wine Takes the Stage: Reaching Consumers Where They Gather.” According to the program notes: “From athlete- and celebrity-owned wine brands to partnerships with professional sports, music and live entertainment, this session will explore how wine can move beyond traditional occasions and become a more approachable, visible, and natural part of consumers’ everyday experiences. Through a conversation with influential voices from wine, sports and entertainment, attendees will hear what is working, where new opportunities are emerging, and what the industry can learn from those successfully introducing wine to new audiences.”

There are many other sessions between Tuesday and Thursday, including several involving wine tasting, but I want to call your attention to two meetings in particular.

State of the Industry Update

The Wednesday morning “State of the Industry” session always draws a large crowd, which makes sense because so much useful information is communicated by the all-star panel.

• Jeff Bitter, Allied Grape Growers: Is California’s winegrape supply moving closer to balance with demand?
• Glenn Proctor, Ciatti Company: What’s happening in the bulk wine market?
• Lulie Halstead, Intellima and Wine Intelligence: How are changing consumer preferences reshaping wine demand?
• Danny Brager, Brager Beverage and Consulting: Where are the opportunities for growth in today’s competitive beverage market?

Cathy Huyghe, Enolytics LLC, will moderate the session. This year’s program promises to be quite interactive. Attendees can submit questions in real time, with moderated discussions and a concluding panel Q&A designed to encourage meaningful conversation about the industry’s future.

A New Challenge

I have retired from my role as State of the Industry moderator, but I will be back to give the keynote speech at the Tuesday Keynote Luncheon. I appreciate the opportunity to see everyone at this event to talk about what’s ahead for the global wine industry. It will be interesting to switch gears from trying to wake everyone up for the 8:30 am State of the Industry session to trying to keep everyone awake after a hearty lunch (with wine!). I think I am up to the challenge and look forward to seeing everyone then.

I’ve only scratched the surface, but hopefully you get a sense of what’s happening at the Unified this year and why we need this event now more than ever.