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.


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

Jon Berg

Gino Colangelo
Colangelo & Partners

Mel Dick
Southern Glazer’s Wine & Spirits

Barkley Stuart, Alternate for Mel Dick
Southern Glazer’s Wine & Spirits

Mike Jaeger
Cakebread Cellars

Heather Jordan
Biltmore Estate Wine Company

Craig Ledbetter
Vino Farms, LLC

Michaela Rodeno
Villa Ragazzi

Guillermo Sanchez
Ste. Michelle Wine Estates

Adam Strum
Wine Enthusiast Companies

Hugh Tietjen
Wine Communications Group

Danny Brager, Advisor to the Board
Brager Beverage Alcohol Consulting

Dr. Liz Thach, MW, President

Liz ThachDr. Liz Thach, MW is a Professor, Wine Writer and Consultant based in Napa and Sonoma, California. She is an award-winning author and educator, specializing in wine business strategy, marketing, leadership/executive development, and wine lifestyle. Liz’s passion is wine, and she has visited most of the major wine regions of the world and more than 70 countries. She has published over 200 articles and 9 books, including Call of the Vine, Best Practices in Global Wine Tourism and Wine Marketing & Sales. She frequently publishes in Forbes, Wine Business Monthly, Wine Spectator, and The Somm Journal, amongst others. A fifth generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain. In addition, she teaches wine classes at Stanford Continuing Education and Sonoma State University, as well as working as a consultant and wine judge. Liz obtained the distinction of Master of Wine (MW) in May of 2011, becoming the first female MW from California. Website:

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.

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Wine Market Council Appoints Dr. Liz Thach as New President, Succeeding Dale Stratton

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Think About Ingredient and Nutrition Labels on Wine

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New Research Reveals the Top Cultural Wine Barriers and Opportunities for Hispanic and African American Consumers

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New Leadership and Partnerships Mark Start of New Decade for Wine Market Council

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from Thursday, September 7, 2023

The Shifting Wine Consumer, Insights from Current WMC Research

We are midway through our two major consumer research projects for 2023:  (1) an analysis of why wine sales have declined in the past two years, where those drinking less are going and who they are; (2) a thorough profile of which consumer segments have been driving high-end wine sales in the past several years, what has attracted them to $20+ wines and what is behind the recent slowdown.

This members-only webinar presents highlights from the first phase of this research including data from Nielsen’s Homescan panel that quantifies the extent to which households are reducing purchases of wine, how much is alcohol reduction vs. switching to other drinks, and which drinks those are.

From Nielsen IQ, Justin Wirth, Omni Solutions Consultant, and Jon Berg, Thought Leadership VP, Beverage Alcohol Vertical discuss the data. We also look at new insights derived from the qualitative phase of the high-end consumer research. On top of that, new Wine Market Council President Dr. Liz Thach, MW and guest panelist Curtis Mann, MW, Group VP for Wine, Beer & Spirits at Albertsons Companies, will be on hand to put it all in context based on their own research and experience.


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