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
Maisons Marques & Domaines/Roederer Estate
Brager Beverage Alcohol Consulting
Colangelo & Partners
Southern Glazer’s Wine & Spirits
Biltmore Estate Wine Company
Craig Ledbetter, Vice Chair and Treasurer
Vino Farms, LLC
E. Lloyd Sobel
Breakthru Beverage Group
Adam Pizer, Alternate for E. Lloyd Sobel
Breakthru Beverage Group
Wine Enthusiast Companies
Wine Communications Group
Dale Stratton, President
Dale 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 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.
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
WEBINAR FOR WINE MARKET COUNCIL MEMBERS
NOW AVAILABLE THROUGH THE MEMBER LOGIN PAGE
From Thursday, June 24, 2021
Wine, Beer, Spirits & More: The Battle for “Share of Mouth”
Wine Market Council President, Dale Stratton, and Director of Research, Christian Miller, present data from SipSource and the new WMC Category Trends report, followed by a discussion with veteran brand builder, Lisa Ehrlich an industry expert experienced in multiple channels. The focus is on how the major beverage alcohol categories interact; the impact of RTDs, cocktails and hard seltzer; and speculation on where all this is headed.