May 16, 2025 (Healdsburg, CA) – The 2025 Wine Sales Symposium, produced by Wine Industry Network (WIN), proved to be an unparalleled platform for learning, networking, charting the course towards success in the dynamic world of wine sales to its more than 300 attendees. The one-day educational conference, held at the Hyatt Regency Sonoma Wine Country in Santa Rosa, Calif., focused on delivering insights, advice, and predictions from industry leaders and winery executives from thriving brands sharing their strategies for succeeding in this competitive landscape.
The Symposium program opened with the State of the Industry session presented by Chris Bitter, Senior Wine & Grape Analyst / Terrain, American AgCredit. Describing a few areas of opportunities for wineries, he mentioned, “All challenges are headwinds that can also be seen as opportunities. Young consumers are large and growing, so that means there’s a lot of potential there. Drinking less alcohol and health and wellness concerns are growing, but wine looks good compared to other alcoholic beverages. However, we need to advocate for unbiased treatment relating to alcohol and health initiatives.”
The last session of the day truly wrapped up the overarching theme of this year’s Wine Industry Sales Symposium—how to maintain a wine brand that can thrive through inevitable market headwinds. “Do you want your brand to be around for the next 100 years?” asked Steve Lohr, President and CEO of J. Lohr Vineyards and Wines. For him, and other so-called “legacy” brands, it’s about continuing to tell the story of a family -owned and -operated business, but evolving the way that story is communicated to meet the modern consumer—using social media, influencer marketing, and never shying away from the truth behind the label “no matter how big or how small.”
“Our successful partners share the commitment of locking into and meeting the consumer need, which can mean different things in different categories,” commented Jon Rhones, vice president of trade development for Breakthru Beverage Group. For Caine Thompson, head of sustainability for O’Neill Vintners and Distillers, the key to a sustainable business is found in their dedication to sustainable viticulture, namely in their long-term investment of regenerative organics across all company-owned acreage.
Across the board panelists agreed that today’s consumers want to be more actively engaged with brands. Those who find ways to involve their clients—be it on social media, in-person experiences, or with labeling that shows shared values—are the ones who will thrive in the long-term. Meet the consumer where they are. Where they are will shift. Are you flexible enough to move with the market?
“There are wineries out there that are doing well, but they’re not relying on the same old playbook. They’ve accepted that the market has shifted and are testing new approaches, adjusting messaging, and building stronger connections with their customers,” says George Christie, President and CEO of Wine Industry Network. That’s exactly the kind of thinking we’ve spotlighted at this event.”
In addition to the conference sessions, attendees had the opportunity to visit with exhibiting companies, enjoy a beautiful outdoor lunch prepared by the Hyatt Regency Chef and attend a special end-of-day networking social featuring local wines and showcase of the 2025 Wine Marketing Award winners.
Sign up for 2026 event updates at: winesalessymposium.com/updates.
About Wine Industry Network (WIN)
Wine Industry Network is THE business resource for the North American Wine Industry sharing news and information, supplying products and service resources, and providing education & industry networking opportunities.
