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

Jon Berg

Gino Colangelo
Colangelo & Partners

Mel Dick
Southern Glazer’s Wine & Spirits

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

Craig Ledbetter
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

Mike Jaeger
Cakebread Cellars

Danny Brager, Advisor to the Board
Brager Beverage Alcohol Consulting

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

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

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Wine Market Council Releases Results of Study on the Role of Wine in a Wellness Lifestyle

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

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Wine Market Council and GuildSomm Unite to Dissect On-premise Trends

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Wine Consumption Trends, Key Consumer Insights and More Uncovered at Wine Market
Council’s Wine Data 2020

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Thursday, December 8th at 10:00 AM Pacific Time

What Consumers Think About Ingredient and Nutrition Labels on Wine

Wine Market Council will present an exclusive webinar for members, featuring our latest consumer research on consumer perceptions and understandings of ingredient and nutrition labeling on wine. Christian Miller, WMC Director of Research, will report on the results of our recent study. Justin McGuirk, Senior Counsel for the Wine Institute, will explain where the wine industry is in the legislative process; and Jeannie Bremer, Vice President of Compliance and Public Policy for The Wine Group, will explain what this means for individual wineries.

With new national and international regulations on the horizon, and activists from various sectors staking out positions, we feel it is critical for our members to know how wine consumers feel about ingredients and nutritional information on wine and competitive products. The results may surprise you.

We have completed the initial analysis of our survey of consumers on this important and timely topic. The survey was conducted in September and October of 2022, on 500 core and 500 marginal wine consumers, distributed closely by gender and age to the U.S. standards established by the WMC Benchmark Segmentation Study in 2021-22.

The webinar will cover key highlights from the research, including:

• To what extent consumers say their purchases are influenced by ingredients or nutrition in wine, in comparison to a variety of other products
• Perceptions of the number and type of ingredients in wine, and reactions to two typical wine ingredient lists
• Knowledge of, and interest in, ingredient or nutrition labeling standards for wine
• Preconceptions of nutritional content of wine vs. reaction to a hypothetical nutrition label for a typical dry wine

Don’t miss this chance to get the facts on consumers’ perception of ingredients and nutrition labeling in wine, based on robust quantitative research.

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

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