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.
We’re thrilled to welcome Rob McMillan, founder of Silicon Valley Bank’s Wine Division and author of the annual State of the Wine Industry Report, for a candid and timely conversation about the current DtC wine landscape. Rob will walk us through key insights from the 2025 SVB Direct-to-Consumer Wine Report and share his perspective on what’s ahead for wineries navigating shifting consumer behavior and economic pressures.
We’ll be collecting questions in advance to keep the conversation focused and relevant. While there will be limited time for live questions during the session, submitting yours ahead of time gives us the best chance to cover what matters most to you. To help you prepare, we’re including a copy of the report here so you can read it in advance and get the most out of the conversation.
Whether you’re a seasoned DtC leader or just exploring the space, this is a rare opportunity to hear directly from one of the wine industry’s most respected voices.
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.
PO Box 497
Calistoga, CA 94515