
I began to talk about shifting consumer demand and premiumization as early as 2006 in the Annual State of the Industry Report. This is a pretty optimistic industry so I was called a Debbie Downer when I started discussing the forward trends back then. That blow-back has since settled down into general agreement and instead of debating the facts as I've laid them out, the discussion has settled into a discussion of strategy.
![]() |
Source: CA Grape Acreage Report |
At some point as demand in volume flattens while bearing acres increase (above chart), we should expect to see a change in grape buying patterns from wineries and ensuing price changes depending on the specific region and variety.
From all the signs I can see, it appears we've arrived at that tipping point in supply. That will change a lot of things going forward.