Lessons Learned From a Shifting Wine Industry: with Rob McMillan | Ep. 114
About this episode
This episode discusses the challenges facing the U.S. wine industry due to shifting consumer demographics and market corrections, featuring insights from analyst Rob McMillan.
Over the last three decades, the U.S. wine industry was one of agriculture’s biggest premiumization success stories. Demand grew steadily. Vineyards expanded. Wineries multiplied. Capital flowed in. Valuations rose. But today the industry is facing something very different. Consumer demographics are shifting, younger generations drink differently than boomers, new lifestyle trends are emerging, and excess supply is forcing the industry into a painful market correction. In this episode, Paul sits down with Rob McMillan — one of the most respected analysts of the U.S. wine industry and the author of Silicon Valley Bank’s widely followed State of the Wine Industry Report . Rob has spent over three decades analyzing the economics, capital cycles, and structural forces shaping wine. His insights have become essential reading for winery owners, investors, and operators across the world. But this conversation goes far beyond wine. It explores what happens when a premium agricultural sector built on long production timelines collides with changing consumer demand. The lessons apply across agriculture — from specialty crops to premium food brands. MEET THE GUEST Rob McMillan Rob McMillan…
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