Chris Bitter, senior wine & grape analyst for Terrain, joined a panel discussion co-hosted by American AgCredit and Napa Valley Vintners in late October to give an update on the Napa Valley wine market, his outlook for 2027, and thoughts on how wineries can stay competitive in 2027.
Report Snapshot
Situation
Napa wine sales have seen a little more improvement, but there’s still plenty of wine to sell and pressure on prices. Retail sales are roughly flat, and direct-to-consumer sales have improved, though weak visitation and rising costs remain challenges.
Outlook
Modest progress is likely over the next 12 months, with relatively flat three-tier sales and potential improvement in direct-to-consumer sales. Excess supply will take longer to absorb, keeping the focus on adaptability and demonstrating value to customers.