1、State of the U.S.Wine Industry 2026Written by Rob McMillanEVP&FounderSilicon Valley Bank Wine Division1Introduction32Executive summary43Review of last years predictions54Annual SVB State of the U.S.Wine Industry survey95Success guide226U.S.Wine demand,correction and length317Financial performance tr
2、ends&benchmarks408Technical appendix44ContentsSTATE OF THE U.S.WINE INDUSTRY 20262Rob McMillanEVP&Founder,SVB Wine D Rob McMillan is one of the top wine-business analysts in the United States and the author of Silicon Valley Banks highly regarded annual State of the Wine Industry Report,described by
3、 The New York Times as“probably the most influential analysis of its kind.”With Robs decades of experience researching the industry and working with winery clients,his views are sought after and trusted by winery owners,journalists,entrepreneurs and investors.He is a prominent speaker,domestically a
4、nd internationally,and you will find him extensively quoted in the national,regional and trade press.IntroductionFor 26 consecutive years,Silicon Valley Bank has published the State of the U.S.Wine Industry Report,offering wineries,growers,distributors,lenders,educators,the press,and the broader sup
5、ply chain a clear view of where the wine industry stands,how we got here,and what the future holds.This report isnt just an academic exercise.Its purpose is to harness insights from some of the most experienced insiders in the wine business,providing an unmatched,data-driven understanding of industr
6、y risks,opportunities and realities.But we never stop trying to improve,and this year youll notice a change that reflects industry needs.Starting with the 2018 report,we began alerting the industry to an approaching demand correction that would require a response.The business was otherwise doing wel
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