State of the Industry
The 2025 State of the Industry features three respected wine industry experts who analyze and discuss the key trends impacting all sectors of the wine industry over the past year, offering insights into their implications for Oregon.
Veteran industry analyst Danny Brager explores data from a variety of sources to examine the forces shaping both on- and off-premise markets. Liz Mercer from WISE, an expert in direct-to-consumer sales, focuses on trends tasting room dynamics and opportunities to improve customer engagement to drive sales. Master of Wine Liz Thach presents findings from the Wine Market Council’s recent consumer research, shedding light on the motivations and behaviors of younger wine drinkers.
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Speaker Bios
Danny Brager, Owner, Brager Beverage Alcohol Consulting
Danny Brager has a wealth of experience in the U.S. Beverage Alcohol industry, analyzing trends over many years. He formerly headed Nielsen’s Beverage Alcohol Practice Area in the U.S, leading teams that supported relationships with Nielsen’s clients as well as key industry groups and the media. In his current consulting role, Danny provides data-driven analysis and insights to Beverage Alcohol companies seeking to translate information into fact-based insights in support of their goals. Each year, he presents at a large number of notable industry and company events, and is a frequent thought leader contributor to the media/press. His informed opinions are highly respected by the beverage alcohol industry.
Danny is also a Special Advisor to the Wine Market Council, and is Managing Director of Category & Consumer Insights at Azur Associates, founded to bring comprehensive advisory & consulting services to wine and spirit companies, including mergers & acquisitions, route to market, and strategic advisory support.
Danny was born in Calgary and moved to Toronto where he graduated from the Schulich School of Business at York University. He relocated to Mission Viejo, California in 1993 where he now resides.
Liz Thach MW, President, Wine Market Council
Dr. Liz Thach, MW is the President of Wine Market Council, a non-profit firm that provides research on U.S. wine consumer purchasing habits, attitudes and trends. She also works as a Professor, Wine Writer and Consultant based in Napa and Sonoma, California. She is an award-winning author and educator, specializing in wine business strategy, marketing, leadership/executive development, and wine lifestyle.
Liz is considered to be one of the nation’s leading wine experts, and has visited most of the major wine regions of the world and over 78 countries. She teaches wine classes at Stanford Continuing Education, Burgundy School of Business, and Sonoma State University, and has published over 300 articles and 9 books, including Call of the Vine, Best Practices in Global Wine Tourism and Wine Marketing & Sales. She frequently publishes in Forbes, Wine Business Monthly, Wine Spectator, and The Somm Journal, amongst others. In addition, she serves as a wine judge and on several non-profit boards.
A fifth generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain. Liz obtained the distinction of Master of Wine (MW) in May of 2011, becoming the first female MW from California. Website: https://lizthachmw.com/, Email: [email protected].
Liz Mercer, Partner & DTC Coach, WISE
Liz Mercer grew up in the Napa Valley, which instilled a deep respect for the culture and lifestyle of wine and the industry supporting it. She left the area to attend Northwood University in Michigan, where she studied Finance & Business Management. She joined the wine industry as a temp in a tasting room 1999. Shortly thereafter, she was drawn into direct to consumer sales via wine clubs and e-commerce, where she led a team to rebrand the wine club, establishing it as one of the largest wine clubs in the country. Over 25 years, she has held various leadership roles with wineries on the Central Coast and the Napa Valley, while working with WISE. In 2024, she left day to day winery operations and joined WISE full time as a Partner and DTC Coach.
Liz earned her Masters of Professional Studies in Food Business from the Culinary Institute of America. Liz witnessed the landscape of direct-to-consumer sales environment change drastically over the last 20+ years as the industry has matured, and is excited to be a part of developing the next generation of direct marketers.
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