The Wine Market Council (WMC) is pleased to announce the “Wine Innovation Panel” leaders who will present at the 2026 WMC Research Conference at Copia in Napa, Calif., on Wednesday, March 25, from 1:00 to 6:00pm.

With a theme of “Innovating Wine for Tomorrow’s Market, the conference is designed to bring together leading wine industry experts to share real-world innovations shaping the future of wine marketing, sales, and consumer engagement.

The innovation panel will feature executives from Jackson Family Wines, Domaine Serene, Whiny Baby, and Amici Cellars. These leaders will share innovations in new product development, direct-to-consumer (DTC), partnerships, and digital/AI strategies.

Each panelist will present a proven innovation demonstrating measurable impact—such as increased wine sales, growth in wine club memberships, higher tasting room and website visitation, and stronger social media engagement.

“Innovation is essential for the wine industry as consumer expectations evolve and new technologies emerge,” said Liz Thach, MW, President of the Wine Market Council. “This panel brings together leaders who are successfully experimenting with new ideas—from AI and partnerships to fresh product concepts—and demonstrating measurable results that can inspire wineries across the industry.”

WMC Innovation Panel Speakers

The panel will feature four accomplished industry leaders:

• Kendal Webber, Vice President of Marketing at Jackson Family Wines, will discuss innovations in product development and brand refresh, including the introduction of “no sugar added” wine labeling, as well as creative DTC initiatives like complimentary tasting room happy hours that have increased visitor traffic. Webber will also explore partnership opportunities with sports teams and new approaches to events and digital marketing.
• Liz Lease-McCaffrey, Chief Revenue & Marketing Officer at Domaine Serene Vineyards & Winery and Château de la Crée, will present a partnership innovation strategy that creates a powerful nexus between wholesale and direct-to-consumer channels, resulting in increased wine club sign-ups and greater visitation to tasting rooms in both Oregon and Burgundy.
• Jess Druey, Founder and Head of Whiny Baby, will highlight innovations in new wine product development and digital engagement, demonstrating how emerging brands can connect with the next generation of wine consumers and break traditional barriers within the category.
• Melissa Devore, President of Amici Cellars, will discuss how her Napa Valley winery became an early adopter of artificial intelligence (AI) to boost digital engagement, increase wine sales, and drive tasting room visits—showing how AI tools can deliver meaningful and innovative results for small, family-owned wineries.

The panel will be moderated by Gino Colangelo, President of Colangelo & Partners, a seasoned wine and food industry public relations expert who has helped promote hundreds of domestic and international wine brands. Colangelo is also Co-Founder of Come Together, a community committed to telling the positive story of wine.

“The wine industry is entering an exciting period of transformation,” stated Gino Colangelo. “By sharing real-world case studies and proven innovations, this panel will provide practical insights that wineries of all sizes can apply to strengthen their brands and connect with today’s consumers.”

The conference will also highlight other wine businesses that are achieving success in today’s wine market through innovation strategies, in presentations by Danny Brager, Wine Industry Analyst, and Liz Thach, MW.

The annual WMC Research Conference brings together wine industry professionals, researchers, and thought leaders to explore the latest data, trends, and strategies shaping the future of wine.

Conference Agenda

• 1:00 – 1:30 PM | Registration (Coffee, tea, and water)
• 1:30 – 1:45 PM | Welcome – Liz Thach, MW
• 1:45 – 2:15 PM | State of the Wine Industry – Danny Brager
• 2:15 – 3:00 PM | Wine Consumer Intelligence Highlights – 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