2026 State of Marketing: Bridging the Gap to Consumers
January 28, 2026
1:00 pm - 2:15 pm
2026 State of Marketing: Bridging the Gap to Consumers
The wine marketing landscape has never been more complex, and the need for it is greater than ever. Marketing platforms and technology alongside consumer mindsets continue to rapidly evolve, calling on wine brands to get agile in where and how their marketing reaches consumers.
This session bridges the gap between the type of marketing wineries to think consumers want and what they respond to. It will look ahead at 2026 marketing trends, consumer insights, and provide the opportunity for attendees to deep dive into the opportunities and tactics that can help them gain traction.
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Moderator
Erica Walter
Email Mavens, Washington
Sessions:
I’m Erica Walter, and email marketing is more than my bread and butter… it is my jam.
I’m deeply passionate about empowering small businesses with tools, resources, and training to send marketing emails that convert. I have over 16 years of experience in winery email marketing; I spent over a decade as the VP of a wine marketing agency before starting my own business, Email Mavens. My favorite thing to do in my role is create and execute compelling email marketing strategies that drive engagement and sales.
My second favorite thing to do is teach YOU to do it yourself.
I’m the creator of PRESS SEND: Email Marketing Mastery for Wineries, a digital course that gives wineries everything they need to do and know to make email marketing a profitable revenue channel, without tech headaches, overwhelm or a degree in graphic design or UX. I’m also the host of the Email Mavens YouTube Channel, the place for winery owners and marketing pros who want to sell more wine online by sending better marketing emails.
Having worked with just about every tech stack, I understand the pros and cons (and can uncover the hacks) inherent in winery systems. Helping demystify and exploit the tech component is critical to creating truly action-inspiring email strategies, driving delight and engagement with customers, and generating consistent profit to the bottom line.
I’m thrilled to share what I’ve learned with attendees at the Unified Wine & Grape Symposium.
Speakers
Kachet Jackson Bell
KJB Collective, Texas
Sessions:
To be announced.
Evan Roscoe is a marketer and visual storyteller rethinking how wine earns attention in a distracted world. As the founder of EXTRACETERA, he partners with forward-looking wineries to transform brands from “nice label” to living culture—bridging vineyard, cellar, and screen with strategy.
Evan’s edge is pattern recognition: he blends on-the-ground production experience with sharp consumer psychology to spot the moments, messages, and formats that actually move people. His campaigns connect the magic of wine with digital reach, turning casual scrolls into loyal subscribers, buyers, and club members. His vision for the industry is simple and bold: retire the clichés, honor the craft, snub the snobs, and design for modern attention. That means elevating fieldwork, people, and artistic ideals over ratings and tasting notes; investing in owned communities as much as algorithms; and embracing short-form cinema, editorial-grade photography, and thoughtful experiential moments that help connect people to their new favorite wine.
Raquel Royers
Watch Me Sip, California
Sessions:
Raquel Royers, owner of one of the top wine Instagram account’s, Watch Me Sip, is a leading voice in the modern wine industry. Sonoma County–based wine professional, content creator, and an influencer known for redefining how consumers connect with wine. WSET Diploma awarded and Certified Specialist of Wine, Raquel combines approachable wine knowledge with powerful storytelling and a fresh, digital-first approach.
With a background in journalism and over 10 years of marketing experience working alongside top wineries, wine regions and spirits brands, she has become a trusted tastemaker and personality for a global community of wine and food lovers. Her digital content reaches millions, and her work bridges the gap between tradition and innovation in an industry ripe for evolution.
Fearlessly authentic, Raquel’s mission is clear: to make wine more approachable, more engaging, and ultimately, more fun.