The Category and The Consumer: Trends and Opportunities
The 2026 Symposium kicked off with insights that framed the conversations to come. Two of the industry’s most respected analysts will share the latest data on what’s driving wine today and where Oregon fits in. Christian Miller will reveal findings from Wine Market Council’s brand-new U.S. consumer benchmark study, while Danny Brager will unpack current sales and category trends across the beverage alcohol landscape. Together, they’ll spotlight key opportunities for Oregon wineries and set the stage for two days of learning, discussion, and inspiration. A hosted Q&A will follow, giving attendees the chance to dig deeper into the data and explore its implications for Oregon’s future.
Partner Updates follow from UO IPRE (Oregon Vineyard & Winery Census update), Oregon Wine Research Institute at OSU, and AHIVOY.
Partner updates start at 01:12:00
View the Session Recording
More Resources
The Category & The Consumer:
Download Presentation – Danny Brager
Download Presentation – Christian Miller
Partner Slides
Download Presentation – Jay Matonte, UO IPRE
Download Presentation – James Osborne, OWRI
Speakers
The Category & The Consumer
Danny Brager – Beverage Alcohol Industry Analyst, Azur Associates
Christian Miller – Research Director, Wine Market Council
Robert Moshier – CEO, NW Wine Company
Partner Presentations
Jay Matonte – Economics & Data Analytics Lead, University of Oregon Institute for Policy Research & Engagement
Dr. James Osborne – Director of the Oregon Wine Research Institute, Oregon State University
Miguel Lopez – Co-Founder & Chair, AHIVOY
