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Coffee with Rob McMillan – Macro Trends & How Top-Performing Wineries Are Responding

DATE: February 24, 2026
TIME: 9 AM – 10 AM
WHO: Rob McMillan, EVP & Founder, Silicon Valley Bank Wine Division
LOCATION: Virtual Event
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THE PULSE IS AN eCELLAR SPEAKER SERIES INSPIRING DTC SUCCESS

Welcome to The Pulse, an eCELLAR speaker series designed to inspire and empower our DtC clients. These webinars explore cutting-edge topics that directly impact the wine industry, offering valuable insights and actionable strategies. Check out our upcoming calendar of events to take full advantage of this exclusive benefit and stay ahead in the industry.

EVENT DETAILS

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Rob’s back again to break down key takeaways from the 2026 SVB State of the U.S. Wine Industry Report, with a focused look at direct-to-consumer trends, profitability benchmarks, generational shifts, and the long-term outlook for the wine market.

This session is intentionally centered on data, macro trends, and forward-looking insights rather than day-to-day operational or tactical workflows. The goal is to help winery leaders step back from the noise and better understand what the data is signaling about where the industry is headed.

We’ll start with Rob’s overview of the latest findings, followed by a moderated Q&A featuring questions submitted in advance by the eCELLAR client community. If you’re involved in strategy, planning, or long-range decision-making, this is a conversation you won’t want to miss.

ABOUT THE SPEAKER

Rob McMillan is one of the wine industry’s most respected thought leaders and a long-time advocate for innovation and data-driven strategy. As the founder of Silicon Valley Bank’s Wine Division, Rob has spent over 25 years analyzing trends, forecasting market shifts, and advising some of the most successful wineries across the U.S. His annual State of the U.S. Wine Industry Report is widely considered essential reading, offering forward-looking insights into consumer behavior, generational change, and financial health in the wine business. Known for his candid analysis and sharp commentary, Rob brings a unique perspective to the challenges and opportunities shaping the future of direct-to-consumer wine sales.