• January 6 2026
• Category: eNews

In an era marked by shifting consumer trends, tightening margins, and evolving market channels, strong business acumen is a cornerstone of success in the wine industry. The Business & Operations Track at the 2026 Unified Wine & Grape Symposium brings together market leaders, seasoned strategists, and data-savvy experts to help you navigate complex commercial challenges and uncover opportunities to expand your bottom line.

Whether you’re aiming to boost sales, fine-tune your financial planning, or position your operation for a strategic transition, these sessions offer actionable insights and real-world frameworks you can use long after the symposium ends.

How to Sell More Wine
Tuesday, Jan. 27 | 9:30 – 10:45 am

Sales success starts with understanding who your customers are and how the market is evolving. This session dives into the wealth of data now available, from off-premises trends to on-trade behaviors and DTC performance and shows you how to interpret and apply that information to real business decisions. Panelists include seasoned professionals from both large and boutique brands who share how they leverage insights to drive revenue growth in competitive channels.

What you’ll gain:

• A clearer picture of current consumer trends
• Tools for turning data into repeatable sales strategies
• Perspectives from diverse brand experiences across market segments

Moderator: Dale Stratton, Azur Associates, California

Speakers:

• Paul Bourget, Delicato Family Wines, California
• Christian Miller, Wine Market Council, California
• Amy Navor, Finger Lakes Wine Alliance, New York
• Katie Zelman, Hess Persson Estates, California

Love It or List It? Wine Edition: Mergers, Acquisitions and Exit
Tuesday, Jan. 27 | 2:30 – 4:00 pm

For owners and leaders considering the long-term trajectory of their business, this session offers strategic insights into mergers, acquisitions, and exit planning that can shape the future of your vineyard, winery, or brand. Expert panelists break down what buyers look for, how to evaluate your business objectively, and how to structure a successful transition, whether you’re preparing for growth or thinking about an eventual hand-off.

Why it matters:

• M&A activity in the wine industry continues to evolve
• Understanding value drivers can enhance negotiating power
• Exit planning early often leads to better outcomes later

Moderators:    

• Julie Lumgair, Art Nouveau Wines, California
• John Trinidad, Dickenson Peatman & Fogarty, California

Speakers:

• Pat DeLong, Azur Associates, California
• Matthew Parker, Nuveen Natural Capital, California
• Mario Zepponi, BMO Capital Markets, California

New Benchmarking for Vineyard Budget Success: Insights and Practical Applications
Wednesday, Jan. 28 | 1:00 – 2:45 pm

Session sponsored by: Verdi

A successor to traditional budgeting talks, this joint Business & Operations/Grapegrowing session arms attendees with up-to-date benchmarking data across key California regions. Begin with financial benchmarks that clarify true cost structures and move into a panel discussion on how top leaders apply these insights to develop budgets, manage cost risk, and align operational goals with market realities.

Session highlights:

• Regional cost comparisons for vineyard operations
• Panel insights on applying data to planning and pricing
• Approaches to long-term financial resilience

Moderator: Randy Heinzen, Vineyard Professional Services, Inc., California

Speakers:

• Tim Kensinger, AgWest Farm Credit, California
• Craig Ledbetter, Vino Farms LLC, California
• Kara Maraden, Foley Family Farms, California
• Daniel Sumner, University of California, Davis
• Scott Williams, Coastal Vineyard Care Associates, California

Uncorking Zero Waste: How Wine Industry Leaders Turned Waste Into Revenue
Wednesday, Jan. 28 | 2:45 – 4:00 pm

As sustainability expectations rise and margins tighten, wineries are rethinking what “waste” really means. This session explores how forward-thinking wine leaders are transforming byproducts and inefficiencies into new revenue streams, operational savings, and brand value. Through real-world examples, panelists will share practical approaches to reducing waste while strengthening both environmental and financial performance — proving that smarter operations can support both profitability and purpose.

Moderator: Stephanie Barger, U.S. Green Building Council, Inc., California

Speakers:

• Megan Hernandez, Napa Zero Waste Collective, California
• Kyle LaRue, Conservation Corps North Bay, California
• Xochilt Polanco, Frog’s Leap Winery, California

Takeaways for Business Leaders

Across these sessions, the Business & Operations Track at the 2026 Unified Symposium is curated to help you:

• Decode sales and market data in ways that directly inform action
• Benchmark and plan budgets with confidence
• Navigate strategic transitions and long-term planning with clarity
• Identify operational efficiencies that strengthen profitability and resilience

The Business & Operations Track reframes how wine businesses approach growth and efficiency, turning data, financial planning, and operational insight into smarter decisions for what’s next.

Register now and be part of this conversation!