Looking ahead

What began as an idea – a way for the University and the wine industry to join forces to equip emerging leaders with the business skills needed for success, grew into something like no other - an institution of unique educational experiences, and a growing community of leading alumni and supporters in key roles across the industry. As we celebrate WBI’s 25th anniversary, and the impressive achievements along the way, we look at what the future holds and how we will meet it.

Tom Matthews 1.jpg — “Diversity and authenticity are core values in wine, but are difficult to communicate to a busy, distracted public. In order to bring more people into the world of wine, we need to engage, educate and entertain. This requires vintners, sommeliers and journalists – everyone involved in the trade – to become teachers, to learn how best to transmit the joy we find in wine to new audiences. If we share our knowledge and passion, new wine lovers will join and strengthen our community.”

**Thomas Matthews**
Editorial Advisor
Wine Spectator

Ron Rubin 1.jpg — “Certified B Corporations represent a new way to do business. They meet the highest verified standards of social and environmental performance, transparency, and accountability. More current and future wineries need to become Certified B Corporations!"

**Ron Rubin**
Sonoma County Vintner
Rob Rubin Winery

David Fleming 1.PNG — "Special packaging and hybrid products will only take the wine business so far. Wine will never be hard seltzer, and winemakers should be careful about going too far in emulating it. We saw whisky brands "go light" in the 1980's and 1990's by trying to imitate vodka brands, and fail miserably."

**David Fleming**
Executive Editor, Whisky Advocate,
Market Watch and Impact
Editorial Director, Shanken News Daily

Liz Thach 1.jpg — "The future of wine is bright, as long as the industry continues to innovate and invite new consumers to participate in the pleasure that wine brings to life.""

**Liz Thach**
Distinguished Professor of Wine & Management
Sonoma State University
School of Business and Economics

Gary Heck 2.jpg — “We always knew branding was important, but during the pandemic it was at the forefront of shoppers’ choices. We see this trend continuing into the future as shoppers want to purchase brands they know and trust.”

**Gary B. Heck**
President & Owner
Korbel Champagne Cellars

Stephen Rannekleiv.jpg — “With wine consumption starting to flatten and decline in the US, it should be a wake-up call to the industry. We need to become more willing to break from tradition if we want to engage new consumers. Successful innovations in wine are focused on alternative packaging, new flavor profiles, and adapting to evolving consumer need-states.”

**Stephen Rannekleiv**
Global Sector Strategist - Beverages
Rabobank
RaboResearch Food & Agribusiness

Armand_Gilinsky 1.jpg — “The future of the wine industry will belong to those who think expansively.”

**Dr. Armand Gilinsky**
FJ Korbel Bros.
Professor of Wine Business
School of Business and Economics
Sonoma State University

“Certified B Corporations represent a new way to do business. They meet the highest verified standards of social and environmental performance, transparency, and accountability. More current and future wineries need to become Certified B Corporations!"

"Special packaging and hybrid products will only take the wine business so far. Wine will never be hard seltzer, and winemakers should be careful about going too far in emulating it. We saw whisky brands "go light" in the 1980's and 1990's by trying to imitate vodka brands, and fail miserably."

"The future of wine is bright, as long as the industry continues to innovate and invite new consumers to participate in the pleasure that wine brings to life.""

“We always knew branding was important, but during the pandemic it was at the forefront of shoppers’ choices. We see this trend continuing into the future as shoppers want to purchase brands they know and trust.”

“The future of the wine industry will belong to those who think expansively.”