On Friday, May 11, members of industry advocacy group Wine Market Council gathered at The CIA at Copia in Napa, Calif., to learn results of WMC’s most recent data gathering and survey results.

Christian Navarro, president and co-founder of Wally’s Wine & Spirits and Wally’s Beverly Hills [Photos by Bob McClenahan; courtesy Wine Market Council]

The day started with a keynote address by Christian Navarro, president and co-founder of Wally’s Wine & Spirits and Wally’s Beverly Hills. After an introduction from Xavier Barlier of Maisons Marques & Domaines, Navarro gave the audience an overview of his business model, explaining how the push toward personalization—including curated wine tastings and food pairings, and partnerships with other premium retailers and service providers—has helped his company thrive in the age of online shopping.

A panel discussion led by Wine Market Council’s Director of Research Jennifer Pagano followed. She explained the organization’s consumer research efforts, including how data is gathered, how it’s used, and what topics are being planned for the coming year. Panelists Debby Wang of Breakthru Beverage, Angela Slade of Pacific Highway Wines & Spirits, Kevin Webster of Constellation Brands, and Karen Daenen of Jackson Family Wines offered concrete examples of how WMC data has helped them direct marketing efforts or create successful branding campaigns.

Following a short break, it was time for a “lightning round” panel. Moderators Emma Swain, CEO of St. Supéry Estate Vineyards & Winery, and Danny Brager, senior vice president of Nielsen’s Beverage Alcohol Practice Area, led panelists Emily Wines, MS and Vice President of Wine and Beverage Experience for Cooper’s Hawk Winery and Restaurant, Geoff Kruth, MS, of GuildSomm, Christian Miller of Full Glass Research, John Gillespie of Wine Opinions, and Nicole Bierig Jordan of America of Southern Glazer’s of America; through yes-or-no, on-the-spot answers to topics as wide-ranging as canned wine, flavor profiles, green and organic wines, online purchasing and engagement, and other growing trends.

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 its members each year.