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.

Jennifer Scott, Chair
Ste. Michelle Wine Estates

Heidi Scheid, Immediate Past Chair
Scheid Family Wines

Emma Swain, Vice Chair and Treasurer
St. Supery Estate Vineyards & Winery

Sam Filler, Secretary
New York Wine & Grape Foundation

Xavier Barlier
Maisons Marques & Domaines/Roederer Estate

Danny Brager
Brager Beverage Alcohol Consulting

Gino Colangelo
Colangelo & Partners

Kim Cox

Mel Dick
Southern Glazer’s Wine & Spirits

Jerry Douglas
Biltmore Estate Wine Company

Mike Jaeger
Cakebread Cellars

Craig Ledbetter, Vice Chair and Treasurer
Vino Farms, LLC

Michaela Rodeno
Villa Ragazzi

E. Lloyd Sobel
Breakthru Beverage Group

Adam Pizer, Alternate for E. Lloyd Sobel
Breakthru Beverage Group

Adam Strum
Wine Enthusiast Companies

Hugh Tietjen
Wine Communications Group

Dale Stratton, President

Dale StrattonDale Stratton brings over 35 years of experience in the Beverage Alcohol Industry to his role as an independent consultant. Dale recently retired from Constellation Brands where he was the Vice President, Commercial Insights working across their Beer, Wine, and Spirits divisions. While at Constellation Brands he oversaw consumer and shopper insights, consumer affairs, business analytics, market research, category management initiatives and the wine sensory program. Dale’s extensive work linking consumer and shopper insights and market analysis with business objectives and strategies enable him to translate insights into action.

Prior to joining Constellation Brands in 2006, Dale spent 22 years working at E&J Gallo where he began his career. During his tenure, he covered a wide range of responsibilities that included distributor management, account management, strategic insights and Lean Six Sigma. Dale has a Bachelor’s degree in Journalism with a concentration in Public Relations from Colorado State University and an Executive MBA from Tuck School of Business at Dartmouth College.

Christian Miller, Director of Research

Christian Miller

Christian Miller has worked in market research, brand and category management for over two decades. He is the proprietor of Full Glass Research, which provides market research and industry analysis for food and beverage producers and marketers.

An original member of the WMC Research Committee, he also helped launch the Wine Opinions consumer and trade panels, and is currently head instructor of the UC Davis OIV Wine Marketing course. Christian’s wine industry experience includes work at wineries, retailers, restaurants, an importer and a négociant. He has marketed wine brands ranging from a few thousand cases to over a million, giving him a broad view of the industry. Christian holds a BA degree in Economics from Franklin & Marshall College and an MBA from the Johnson School of Management, Cornell University.

For media inquiries, please reach out to Sherri Fidel at

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Thursday, February 3, 2022 at 10:00 AM Pacific Time

What Hispanic, Black and Asian-American Consumers Are Telling Us About Wine

Over the past few years, there has been growing concern among WMC members that wine was insufficiently engaging certain ethnic segments of the population. People of color are under-represented in many sections of the industry, and some data has shown lower per capita spending and consumption of wine vs. other beverage categories.

The WMC research committee approved an in-depth study to provide benchmark numbers on the self-reported purchasing and consumption of wine among three groups: Hispanic-Americans, Black Americans and Asian-Americans. The quantitative phase has been completed; a survey of 850 Hispanic, 400 non-Hispanic Black and 350 Asian-Americans carried out by Ethnifacts, a specialist market research company based in Texas.

The survey measured self-reported consumption and shopping habits, as well as perceptions of wine and wine-appropriate occasions, circumstances of trying or adopting wine, preferences by basic wine types, and sources of information.

Please join us for this webinar, which will present some of the more important findings and a discussion of wine’s potential for greater engagement in these populations. With us will be Mike Lakusta, CEO and Founding Partner of Ethnifacts and another guest commentator to be announced.

A question-and-answer session will follow the presentations.

Email Sherri Fidel at for a link to register for the webinar.


Liquid Assets Podcast

Featuring Dale Stratton and Heidi Scheid
June 2, 2021

In this episode of Liquid Assets, Wine Industry Person of the Year, Heidi Scheid and leading industry analyst Dale Stratton discuss how long it will take for the wine industry to recover from Covid-19 and then discuss why tapping into health and wellness trends (sustainable, low-alcohol, low-cal, low-sugar wines) is so important for the future success of the category.

“Health and Wellness is the largest consumer industry in the world, and if you walk around a supermarket, you see healthier alternatives in every product category… except for wine.“ – Heidi Scheid, CEO Scheid Family Wines

Listen HERE