Wine Innovation Panel at WMC Research Conference in Napa, CA

Unveiling the Future of Wine

On March 11, 2026, the Wine Market Council (WMC) proudly announced the highly anticipated “Wine Innovation Panel” to be featured at the 2026 WMC Research Conference. Set against the picturesque backdrop of Napa, California, the event will be hosted at Copia on March 25, 2026, from 1:00 PM to 6:00 PM. This year’s theme, “Innovating Wine for Tomorrow’s Market,” sets the stage for a deep dive into the innovations that are reshaping how wine is marketed and consumed.

Meet the Innovators

The panel will showcase leaders from prominent wine organizations, including Jackson Family Wines, Domaine Serene, Whiny Baby, and Amici Cellars. These distinguished experts will present real-world innovations designed to enhance product development, direct-to-consumer (DTC) strategies, partnerships, and the integration of digital and AI technologies. Attendees can expect insights into effective approaches that have driven measurable results, such as increased sales, growth in wine club memberships, heightened visitation rates, and robust social media engagement.

Liz Thach, MW, President of the Wine Market Council, shared her enthusiasm, stating, “Innovation is essential for the wine industry as consumer expectations evolve and new technologies emerge.” This panel underlines the inventive spirit of the wine sector and aims to inspire attendees with actionable strategies that can be implemented across various wineries.

Spotlight on the Panelists

The panel will feature four notable figures, each bringing unique insights and expertise.

Kendal Webber from Jackson Family Wines will discuss innovations in product development and brand refresh initiatives. He will delve into the popular “no sugar added” wine labeling and innovative DTC strategies like complimentary tasting room happy hours that sparked a surge in visitor traffic. Webber will also touch upon partnership opportunities with sports teams and fresh digital marketing approaches.
Liz Lease-McCaffrey, Chief Revenue & Marketing Officer at Domaine Serene, will present an innovative partnership strategy that bridges wholesale and DTC channels. This approach has led to a notable increase in wine club sign-ups and tasting room visits in both Oregon and Burgundy.
Jess Druey, the founder of Whiny Baby, will emphasize new product development and digital engagement. Her focus will be on how emerging brands can connect with the next generation of wine consumers and dismantle traditional barriers within the wine category.
Melissa Devore, President of Amici Cellars, will highlight how her winery embraced artificial intelligence to enhance digital engagement and drive sales, underscoring how AI can yield significant benefits for small, family-owned wineries.

Moderating the panel will be Gino Colangelo, President of Colangelo & Partners, a recognized expert in wine and food public relations. Gino’s extensive experience in promoting both domestic and international wine brands positions him well to facilitate a rich discussion on innovation in the industry.

A Broader Perspective

The WMC Research Conference not only emphasizes the importance of the Innovation Panel but also features presentations from other industry professionals, including Danny Brager, a wine industry analyst, and Liz Thach, who will delve into consumer insights and market trends. Their sessions will explore how wine businesses are successfully navigating today’s competitive environment through innovative strategies.

Conference Agenda Highlights

1:00 – 1:30 PM: Registration (Coffee, tea, and water)
1:30 – 1:45 PM: Welcome by Liz Thach, MW
1:45 – 2:15 PM: State of the Wine Industry presented by Danny Brager
2:15 – 3:00 PM: Wine Consumer Intelligence Highlights featuring Christian Miller & Liz Thach
3:00 – 3:30 PM: Coffee Break
3:30 – 5:00 PM: Panel Discussion on Wine Innovation
5:00 – 6:00 PM: Wine & Appetizer Networking Session

Registration Details

The conference is complimentary for WMC members, allowing up to three employees from member organizations to attend for free. For additional participants and non-member attendance, a fee of $125 per person applies. This fee covers all afternoon sessions, including networking opportunities with wine and appetizers.

For those looking to explore the cutting-edge of the wine industry, this event promises valuable insights and inspiring discussions.

For More Information

For questions or additional details, attendees are encouraged to contact admin@winemarketcouncil.com.

About Wine Market Council

The Wine Market Council (WMC) is a nonprofit dedicated to growing the wine market through research and education. By providing timely consumer insights and industry intelligence, WMC aims to aid wineries and wine businesses in crafting effective strategies that resonate with today’s wine consumers. More information can be found at winemarketcouncil.com.