Napa Valley Wineries Face 'Shocking' Downturn Amid Shifting Tastes and Sales Decline

Shifting tastes, shrinking sales: Napa Valley’s wineries adapt amid ‘shocking’ downturn

From layoffs to export troubles, California’s wine industry is in flux – but small producers are innovating to survive After more than a quarter century tracking the seemingly endless growth of the wine industry, Rob McMillan was finally vindicated last year as California’s vigneron of doom. McMillan is the author of Silicon Valley Bank’s annual state of the US wine industry report, and the 2025 edition was a doozy. Since 2018, the bank has warned the industry that a correction in demand woul...

By Nick Visser