1、Written by Rob McMillanEVP&FounderSilicon Valley Bank Wine DivisionForward3Introduction:Adaptation5Scorecard and Predictions6Demand and Consumption12Premium Wineries21Bottle Pricing30Sales Channels and Varietals35Alcohol,Demographics and Health44Grapes,Bulk Wine and Harvest51Analytics57SILICON VALLE

2、Y BANK 2024 STATE OF THE WINE INDUSTRY2Rob McMillanEVP&Founder,SVB Wine DRob 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 The New York Times as“probably the most inf

3、luential 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 and internationally,and you will find him ext

4、ensively quoted in the national,regional and trade press.SILICON VALLEY BANK 2024 STATE OF THE WINE INDUSTRY3Every year,I receive constructive feedback from engaged readers.Sometimes,they write very kind and appreciative notes,while others are critical of the conclusions.They may ask for clarificati

5、on on a point or permission to use the content,but often they would like more coverage of similarly-sized or similarly-located wineries,or a deeper dive into a particular topic.Its all appreciated.Im glad the industry engages.During the last few years,we started receiving comments that the report ha

6、d become too long and was challenging to read.The 2023 report was 102 pages long,which is too long even for me!To address this feedback,we have changed the formatof this years State of the Wine Industry Report.In subsequent editions,the report will continue to focus on industry issues as they evolve