WiVi Central Coast 2026 Takeaways: What Wine Brands Need to Do Next

WiVi Central Coast continues to be one of the most important gatherings for the wine industry, bringing together leaders across winemaking, marketing, and operations. This year’s event made one thing clear: the industry is not just evolving, it is actively being reshaped.

From DTC strategy to retail performance to sustainability, the conversations at WiVi 2026 focused on how brands can adapt and grow in a more complex, consumer-driven market.

Here are the key takeaways and what they mean for wine brands moving forward.

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The Industry is Shifting and Brands Need to Adapt

The general session highlighted the realities facing the wine industry today. Changing consumer preferences, distributor consolidation, and market volatility are forcing wineries to rethink their approach.

At the same time, innovation is accelerating across every part of the business.

What this means:

Legacy strategies alone are no longer enough
Growth requires flexibility across DTC, wholesale, and emerging channels
Brands must invest in both operational efficiency and marketing innovation

The wineries that succeed will be the ones that can adapt quickly and make informed decisions.

Personal Takeaways from WiVi 2026 Sessions

One of the most valuable aspects of WiVi is hearing directly from industry leaders navigating these challenges in real time. These sessions reinforced where the industry is heading and how brands should respond.

General Session: Leading Through Change

Navigating the Evolving Dynamics of Today’s Wine Industry

Moderator
Erin Kirschenmann, Managing Editor, WineBusiness Monthly

Speakers
Eric Asimov, Chief Wine Critic, The New York Times
Jess Druey, Head of Whiny Baby and Emerging Consumer Innovation Consultant, GALLO
Shilah Salmon, Senior Vice President of Marketing, The Duckhorn Portfolio

Key Takeaways

This session set the tone for the event and underscored how quickly the wine industry is evolving.

Younger consumers are drinking less overall but choosing higher quality when they do
Health and wellness is a long-term shift, not a temporary trend
Wineries have an opportunity to lean into wine’s natural attributes and transparency

What stood out:
The conversation around Gen Z highlighted opportunity. Brands that position wine within a broader lifestyle and wellness context will be better positioned for future growth.

Sales and Marketing Track: Software Solutions That Grow Sales

Moderator
John Keleher, Founder and CEO, Community Benchmark

Speakers
Justin Rapolas, Marketing and Brand Manager, Aaron Wines
Andrea Savaiano, Founder and Consultant, VintagelQ and Pezzato Wine
Linzi Gay, President, Clif Family Wines

Key Takeaways

This session focused on how technology and evolving consumer behavior are reshaping DTC strategy.

Traditional wine clubs are becoming less appealing to younger consumers
Subscription models are gaining traction but require more advanced forecasting and inventory management
Subscription structures can improve cash flow and reduce operational strain

Another key theme was geographic targeting:

Data can identify top customer markets across the country
Hosting events in those markets increases engagement and sales
Technology can help identify local hosts and drive attendance

One of the most notable insights was the return of outbound sales calls:

Email and SMS fatigue are impacting engagement
Phone outreach is becoming more effective when supported by strong data

Tactical takeaway:
Using three or more years of purchase data, wineries can apply RFM analysis to prioritize outreach and build targeted call lists. Tools like Crush Outbound can help improve efficiency and conversion rates.

What stood out:
The advantage is not just technology. It is how effectively wineries use data to drive smarter outreach.

Sales and Marketing Track: Go-To-Market Strategies That Drive Visitation and Loyalty

Moderator
Julie Berge, Vice President of Communications and Member Relations, Wine Institute

Speakers
Tony Quealy, General Manager, Thacher
Ross Anderson, Vice President, DTC, Jackson Family Wines
Peter Andrews, Founder and President, Culture Wine Co. and Co-Founder, Hella Chenin Wine Festival

Key Takeaways

This session highlighted how experiential marketing is reshaping consumer engagement.

Paso Robles wineries are hosting pop-up tastings at the Los Angeles Farmers Market
La Crema is using a national tasting trailer to reach consumers directly
Hella Chenin is building community through varietal-focused tasting events

These strategies reflect a broader shift:

Brands are no longer waiting for consumers to visit
They are actively bringing the experience to the consumer

What stood out:
The most effective campaigns are simple, intentional, and designed to create memorable experiences that build long-term loyalty.

DTC is the Foundation of Growth

DTC is no longer just a revenue stream. It is the foundation of modern wine brands.

Top-performing brands are:

Building connected customer journeys across channels
Using automation to scale personalization
Prioritizing retention and lifetime value

Key takeaway:
DTC success comes from building a system, not just running campaigns.

Experience is Driving Modern Wine Marketing

Consumers expect more than a product. They want meaningful interactions with brands.

What is working:

Immersive experiences
Creative partnerships
Authentic, shareable moments

What this means:
Marketing must evolve from storytelling to participation.

Technology is Enabling Smarter Decisions

Technology is playing a central role across vineyard operations, marketing, and sales.

Key areas of impact:

Data-driven decision making
Operational efficiency
Customer insights and segmentation

Key takeaway:
Technology delivers value when it is integrated and aligned with business goals.

What Wine Brands Should Do Next

Based on the insights from WiVi 2026, there are clear actions wineries can take:

Strengthen your DTC ecosystem with a focus on retention
Invest in experiential marketing that builds engagement
Use data to guide decisions across all channels
Integrate sustainability into your brand strategy
Refine your retail positioning

The goal is to focus on what will drive meaningful growth.

Final Thoughts

WiVi 2026 reinforced that the future of wine belongs to brands that are adaptable, connected, and consumer-focused.

The wineries that will stand out are those building systems, experiences, and strategies that support long-term growth.

Ready to Put These Insights Into Action?

At Left Coast Marketing, we help wine brands turn strategy into measurable growth through DTC optimization, integrated campaigns, and data-driven marketing.