We dig into the big report that has the industry buzzing.
One annual ritual of the U.S. wine world is the arrival of Silicon Valley Bank State of the U.S. Wine Industry report each January. Authored by Rob McMillan following an exhaustive survey of United States wine producers and an analysis of American wine production and consumer behavior, the report offers predictions for the coming year and recommendations for the industry.
Although many in the industry took this as a harbinger of grim tidings, McMillan tempered this by focusing on the word adaptability on the following page. “Survival of the fittest is thought by most to mean the biggest and strongest will survive, but that’s not the whole story,” he told us. “Darwin suggested species that survived were the most adaptable to change. Surviving species were often those more successful in collaborating instead of competing within their group for success.
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