For more than two decades, Wine Market Council has provided wine market knowledge, trends, insights, and intelligence essential to all tiers of the wine industry. We conduct a segmentation study among U.S. wine consumers annually, and also quantitative and qualitative trade and consumer surveys on topics of special interest to our members each year.
Emma Swain, Chair
St. Supery Vineyards & Winery
Xavier Barlier, Second Vice Chair
Maisons Marques & Domaines/Roederer Estate
Shawn Byrnes, Treasurer
Ste. Michelle Wine Estates
Michaela Rodeno, Secretary
Dale Stratton, Immediate Past Chair
Steve Somers, Alternate for Ray Herrmann
Breakthru Beverage Group
Craig Ledbetter, Vice Chair
Folio Fine Wine Partners
Breakthru Beverage Group
Wine Communications Group
Southern Wine & Spirits
Wine Enthusiast Companies
Biltmore Estate Wine Company
New York Wine & Grape Foundation
Steve Burns, President
Steve Burns was born in Germany and as is typical for an “army brat” he lived all over the world (Japan, Philippines and Washington DC) before his family finally settled in Northern California. He attended California Polytechnic State University in San Luis Obispo because of the schools legendary “Learn by doing” philosophy. With degrees in Agricultural Business Management and Animal Science he entered the world of agriculture as the Northwest Regional Manager for the American Angus Association, coordinating association activities in 11 western states. From 1984 to 1989, Burns was special assistant to Governor George Deukmejian, participating in California’s expansion in opening trade and investment offices around the world. Following his stint in public service, Burns began a career in the wine business in 1990 as the International Marketing Manager at the Wine Institute.
Burns moved from the Golden State up to the Pacific Northwest in 1996 to become the Executive Director of the Washington Wine Commission, serving from 1996-2004. During his tenure, Burns started America’s first Wine Tourism Taskforce that resulted in unprecedented cooperation between the Evergreen states two largest industries, which continues today.
In 2004, he created O’Donnell Lane L.L.C., marketing, public relations and strategic planning firm that specializes in association re-alignment as well as board development and management. A selection of current and previous clients includes the San Luis Obispo County Visitors and Conference Bureau, Sonoma County Vintners, The California Wine Institute, the British Columbia Wine Institute, San Luis Obispo Wineries Association, the Oregon Wine Board and the Yakima Valley Wineries Association. O’donnell lane L.L.C. is based in Sonoma County, California USA. In November of 2017, Burns became the second ever president of the Wine Market Council – an association that conducts research on US wine consumers.
Jennifer Pagano, Director of Research
Jennifer Pagano is the Wine Market Council’s Director of Research, where she conducts and manages the council’s wine industry-focused research projects. Her experience as a researcher spans the worlds of wine, food, high technology, and consumer products. She has worked with Merrill Research, The BRS Group, and The Institute for the Future. Jennifer’s career is anchored in the food industry from professional baking, to designing and producing conferences for the American Institute of Wine & Food where she served as Director of Programs. She has a degree in Public Policy from Stanford University, and is currently working on her master’s degree in Food Studies at the University of the Pacific.
The Changing World of Retail Wine Shopping Survey
An investigation into how consumers are navigating an increasingly fragmented market, and their interest in the many new ways to buy wine at retail. Topics explored to include promotional effectiveness, consumer awareness and acceptance of private and exclusive labels, and how retailers are effectively reaching consumers off-premise.
The Journey from Discovery to Repeat Purchase
A qualitative examination of the path from initial trial to regular consumption. How do high frequency wine consumers adopt new wines? What is the role of promotions, social media, personal relationships, company “stories,” the media and other available information?
“Social Consciousness” Marketing
A qualitative look at why some consumers embrace organic/sustainably/biodynamically produced wine, and others don’t; the degree of consumer confusion about these terms, and how these production and growing methods are perceived in terms of quality and value.