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
Villa Ragazzi

Dale Stratton, Immediate Past Chair
Constellation Brands

Steve Somers, Alternate for Ray Herrmann
Breakthru Beverage Group

Craig Ledbetter, Vice Chair
Ledbetter/Vino Farms

Dennis Cakebread
Cakebread Cellars

Danny Brager

Michael Mondavi
Folio Fine Wine Partners

Heidi Scheid
Scheid Vineyards

Ray Herrmann
Breakthru Beverage Group

Hugh Tietjen
Wine Communications Group

Mel Dick
Southern Wine & Spirits

Adam Strum
Wine Enthusiast Companies

Jerry Douglas
Biltmore Estate Wine Company

Sam Filler
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.

Steve Burns Named President of Wine Market Council
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Wine Market Council’s 2017 Rosé Wine Consumer Survey Unveils Motivations and Preferences of Consumers Who Drink Rosé
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Wine Market Council Elects Emma Swain of St. Supéry as Board of Directors Chair
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Wine Market Council Announces Its 2017 Events
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January 2018
Occasional Wine Drinker Survey

An exploration of why some wine drinkers are drinking less wine, and what they are drinking instead.

March 2018
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.

April 2018
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?