Napa Valley, California – July 21, 2026 – Wine Market Council President Dr. Liz Thach, MW, announced today that she will retire from the association on August 5, 2026. Michelle Egan, founder of Egan Wine Consulting, a marketing and direct-to-consumer (DTC) winery consulting firm, will assume the role of Wine Market Council President following Thach’s departure.
Founded in 1996, Wine Market Council (WMC) is the leading source of market research on U.S. wine consumer buying habits, attitudes, and trends. As a 501(c)(6) nonprofit organization, WMC is supported through membership dues and member-driven research priorities. Its membership spans every segment of the wine value chain and includes organizations from both the United States and around the world.
During Thach’s three-year tenure, Wine Market Council increased membership by nearly 70% and significantly elevated awareness of the organization’s research through a progressive media relations and social media strategy. She also streamlined many of the organization’s operational systems and oversaw the design and implementation of 11 national research studies.
“I have been fortunate to work with some of the brightest minds in the wine industry who serve on the WMC Board of Directors, our dedicated team, and our outstanding membership. Together, we have identified high-impact research projects that provide critical insights to strengthen the marketing and sales strategies of our members,” said Thach.
Although she describes her departure as bittersweet, Thach explained that the three-year term she accepted concludes this August.
“I have decided not to renew because I want to devote more time to travel, writing, and teaching. I’m also very excited about the vision and energy that Michelle Egan will bring to the position,” Thach added.
Prior to leading Wine Market Council, Thach spent 23 years as a full-time university professor, retiring in 2023 with the title of Distinguished Professor of Wine & Management at Sonoma State University. Earlier in her career, she spent 10 years as a human resources executive and manager with Fortune 500 companies. Thach is also an avid traveler who has visited 80 countries, with a goal of reaching 100.
“The Board is deeply grateful for Liz Thach’s transformative leadership over the past three years. Her tireless commitment not only advanced Wine Market Council’s membership and awareness, but also laid a lasting foundation to help the wine industry better understand consumers and make informed decisions. We wish her all the best in retirement and look forward to her continued insights as a trusted voice in the global wine industry,” said Heather Jordan, Chair of the WMC Board of Directors and Vice President of Beverages at Biltmore Estate.
To ensure continuity, both leaders will work side by side over the next few weeks for a seamless transition, as Michelle Egan prepares to assume the role of President in August.
Michelle Egan is a highly accomplished wine industry executive with nearly three decades of experience in sales, marketing, brand strategy, and direct-to-consumer business development. A graduate of the University of Arizona with a degree in Marketing, Egan began her career at E. & J. Gallo Winery before spending 11 years at Constellation Brands, where she advanced to Vice President of Fine Wine Marketing and Direct-to-Consumer. She subsequently served as Vice President of Sales & Marketing at Realm Cellars and Vice President of Marketing & Direct-to-Consumer at Terlato Wine Group, overseeing several prestigious luxury wine brands.
Most recently, Egan founded Egan Wine Consulting, where she advises wineries on growth strategies, consumer engagement, and brand development. Widely respected for her leadership, strategic vision, and expertise in wine marketing and consumer trends, she brings a wealth of knowledge and industry relationships to her new role as President of Wine Market Council.
“As the wine industry is evolving quickly, data-driven insights have never mattered more in helping our members make smarter, faster decisions. I’m honored to lead Wine Market Council into this next chapter, building on the strong foundation laid by Liz and the presidents before her. I look forward to partnering with our talented WMC team, Board, and membership to keep our research at the center of the industry’s most important conversations,” said Michelle Egan.
About Wine Market Council
Wine Market Council is a non-profit organization, established in 1996, and is powered by members with an interest in advancing the U.S. wine market and industry. The mission of WMC is “to conduct forward-looking market research on U.S. wine consumer buying habits, attitudes and trends.’
Membership benefits include access to cutting-edge research on the U.S. wine consumer, along with member webinars, newsletters, access to data files and statistics, and complimentary attendance at our annual research conference. Membership starts as low as $400 per year for access to webinars and reports – depending on the size of your organization. Members include wineries, distributors, growers, importers, regional, national, and international trade associations, and affiliates. For more information on membership and costs, please see https://winemarketcouncil.com/join/.