Over the last three decades, the U.S. wine industry was one of agriculture’s biggest premiumization success stories.

Demand grew steadily. Vineyards expanded. Wineries multiplied. Capital flowed in. Valuations rose.

But today the industry is facing something very different.

Consumer demographics are shifting, younger generations drink differently than boomers, new lifestyle trends are emerging, and excess supply is forcing the industry into a painful market correction.

In this episode, Paul sits down with Rob McMillan — one of the most respected analysts of the U.S. wine industry and the author of Silicon Valley Bank’s widely followed State of the Wine Industry Report.

Rob has spent over three decades analyzing the economics, capital cycles, and structural forces shaping wine. His insights have become essential reading for winery owners, investors, and operators across the world.

But this conversation goes far beyond wine.

It explores what happens when a premium agricultural sector built on long production timelines collides with changing consumer demand.

The lessons apply across agriculture — from specialty crops to premium food brands.

MEET THE GUEST

Rob McMillan

Rob McMillan is Executive Vice President and founder of the Silicon Valley Bank Wine Division and one of the most influential analysts in the U.S. wine industry.

For more than three decades, Rob has studied the financial health, demand patterns, and structural shifts shaping the wine business.

He is the author of Silicon Valley Bank’s annual State of the Wine Industry Report, described by the New York Times as “probably the most influential analysis of its kind.”

Rob’s insights are widely used by winery owners, investors, journalists, and industry leaders seeking to understand the evolving dynamics of premium wine markets.

ABOUT THE PODCAST

Discover the world of agriculture with the Ag Culture Podcast.

This podcast explores the global forces shaping agriculture — from emerging technologies and investment trends to shifting consumer behavior and industry innovation.

Join Paul Windemuller as he shares conversations with leading thinkers, entrepreneurs, and operators across agriculture.

🎧 Available on YouTube, Spotify, and Apple Podcasts