What if the biggest barrier to purchasing wine isn’t price or availability—but taste perception?

Join the Christian Miller, Director of Research for Wine Market Council (WMC) and Michelle Egan of Egan Wine Consulting for an exclusive look at the latest WMC Consumer Study, Taste Matters: What ‘Wine-Hesitant’ Consumers Want in Their Wine, and discover how consumer consumer confusion on flavor influences purchasing decisions, satisfaction, and long-term engagement with wine.

Drawing on data from 3,386 blind consumer wine tastings and a national survey of 1,000 wine-hesitant consumers, this research explores why many consumers who regularly drink other categories struggle to find wines that match their preferences. The study explores how preconceived notions about taste can discourage infrequent or non-drinkers from purchasing wine in the first place, and how many current wine consumers have difficulty predicting flavor.

Attendees will gain a deeper understanding of the disconnect between wine descriptions and perceived flavor, the sensory attributes that attract—or deter—wine-hesitant consumers, and practical ways to communicate that can better connect with this important audience.

Whether you're involved in production, marketing, hospitality, or direct-to-consumer sales, this webinar will provide valuable, research-backed strategies to help you better understand evolving consumer preferences and position your wines for greater success.

Christian Miller has worked in market research, brand and category management for over two decades. He is the proprietor of Full Glass Research, which provides market research and industry analysis for food and beverage producers and marketers.

An original member of the WMC Research Committee, he also helped launch the Wine Opinions consumer and trade panels, and directed the UC Davis OIV Wine Marketing course from 2008 to 2024. Christian’s wine industry experience includes work at wineries, retailers, restaurants, an importer and a négociant. He has marketed wine brands ranging from a few thousand cases to over a million, giving him a broad view of the industry. Christian holds a BA degree in Economics from Franklin & Marshall College and an MBA from the Johnson School of Management, Cornell University.

Michelle Egan's journey in the wine industry began after graduating with a Marketing degree from the University of Arizona's Eller College of Management. With roots in the restaurant scene of Santa Barbara, hospitality is ingrained in her DNA.

Starting as a sales representative at E&J Gallo Winery, Michelle honed her skills over seven years, gaining expertise in marketing, brand management, and sales strategy. She then transitioned to Constellation Brands for 11 years, rising to Vice President, Fine Wine Marketing and Direct-to-Consumer. Michelle then moved on to spend time at Realm Cellars as Vice President, Sales & Marketing, where she deftly applied her luxury consumer skills. Most recently, Michelle served as VP, Marketing & Direct-to-Consumer at Terlato Wine Group, overseeing Family Estate brands like Chimney Rock, Sanford, Rutherford Hill, and Klipsun.