269: From Surplus to Strategy: Managing the Grape Market’s Challenges

Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market. Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker at Turrentine Brokerage, discuss key grape and wine industry trends, from oversupply and vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts, and future trends, emphasizing innovation, industry collaboration, and better marketing to stay competitive.

Resources:        

• REGISTER: 4/5/25 Fungicide Spraying: Evolving Strategies & Grower Insights Tailgate
• 258: 5 Ways Certification Makes Brands the SIP | Marketing Tip Monday
• 259: Winegrape Market Trends of 2024
• 265: How to Stand Out on Social Media in 2025
• 268: How to Tackle Leadership Transitions Successfully
• Turrentine Brokerage
• Turrentine Brokerage - Newsletter

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Transcript

[00:00:00] Beth Vukmanic: Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market.

[00:00:11] Welcome to Sustainable Wine, growing with the Vineyard team, where we bring you the latest in science and research for the wine industry. I'm Beth Vukmanic executive director.

[00:00:22] In today's podcast, Craig McMillan, critical resource Manager at Niner Wine Estates. With Longtime SIP Certified Vineyard, and the first ever SIP certified winery speaks with Audra Cooper, director of Grape Brokerage and Eddie Urman, central Coast Grape Broker At Turrentine Brokerage,

[00:00:41] they discuss key grape and wine industry trends from oversupply to vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts and future trends. Emphasizing innovation, industry collaboration, and better marketing to stay competitive.

[00:01:01] If you love infield education and are on California Central Coast on April 25th, 2025, please join us at the fungicide spring tailgate hosted at Cal Poly. In San Luis Obispo, California, Dr. Shunping Ding will share updated results from a 2024 study on fungicide programs using bio fungicides and their impact on grape yield and berry chemistry. Then we'll visit the Cal Poly Vineyard to