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.

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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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From Thursday, November 4, 2021

Technology Solutions

The reliance on technology has been driven to the forefront over the last 18 months and this trend will continue to grow in magnitude and speed in the future. This Wine Market Council Webinar focuses on companies that are leveraging technology to help wineries reach consumers, get their products to market, and understand consumers’ taste preferences.

Dale Stratton, President, and Christian Miller, Director of Research, lead the webinar to learn about these exciting applications.

Pix Wine with guest speaker, Paul Mabray: We help you discover wines that bring you joy. We marry an intuitive search engine with articles from trusted voices in wine. With Pix, you’re just a click and a clink away from your next favorite bottle. Learn how Pix Wine will leverage key word attributes to link buyers with sellers of wine.

Provi with guest speaker, Andrew Levy: Provi is an eCommerce B2B marketplace that brings retailers, distributors, and suppliers together on a unified platform.

Quini with guest speaker, Roger Noujeim: CONSUMER SENSORY DATA ON DEMAND Empowering the wine industry to make precise decisions fast. Quini is applying sensory and attitudinal real-time data and analytics solutions to empower wine producers to make quick and precise, data-based decisions.

Resonant Technology with guest speaker, Marc Fleishhacker, offers “SOP Inside” technology vineyard products that work intensely within the soil “microbiome.” The application of these products has demonstrated improvements in plant growth and grape maturity under increasingly harsh climatic conditions. Resonant’s SOP inside technology is designed to combat water stress / diminished water resources, heat stress, frost / freeze stress, as well assisting in the recovery process from unusual climactic conditions such as thunderstorms, hail and major heat spikes.


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