"Change" is a central word in this year's findings. According to the report, a comprehensive summation of research by SVB bolstered by data collected from over 500 American wineries, the wine industry continues to face dire sales, overproduction, changing market dynamics and a worrying lack of interest from young adults.
Despite the numbers, McMillan hopes the findings of this year's report are a catalyst for change. "We are being presented with the opportunity to adapt," he told Wine Enthusiast. "And if we look at the information clearly we should have a pretty good idea on how to do that."
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