Famous Napa Valley grape crusher statue: The most important tool the wine industry possesses is unity.

Does the US wine industry have a future?

Shana Clarke, 10.02.2023

Wine is seeing negative sales growth. The marketing message needs to highlight the purity of wine as a drink, writes Shana Clarke.

In January, Silicon Valley Bank released its annual State of the Wine Industry Report, which gives insights into the U.S. wine market. The results had many professionals reaching for a glass. The core message of the report: the wine industry is ageing out, and it needs to find ways to reach younger generations — fast.

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Does the US wine industry have a future?