The bulk wine industry is undergoing significant changes, with evolving buyer preferences, market conditions, and sourcing strategies reshaping the landscape. At the upcoming International Bulk Wine and Spirits Show (IBWSS), happening on July 29-30, 2025, in San Francisco, top industry professionals will come together to discuss these shifts and how suppliers and buyers can adapt for success.

One of the featured experts at this event will be Emily Haines, a Winemaker at Terra d’Oro Winery, part of Trinchero Family Estates. With an extensive background in winemaking and a strong understanding of the bulk wine market, Emily will share her insights on sourcing trends, key challenges, and the biggest opportunities for industry professionals in 2025.

According to Emily, one of the most noticeable shifts is a departure from traditional sourcing regions like Napa and Sonoma. While these regions have long been the gold standard, buyers are increasingly prioritizing price-to-quality ratios over regional prestige. As a result, there has been a surge in demand for wines from less conventional regions that offer high quality at competitive pricing.

Another critical trend is the increase in sample requests over previous years. As competition intensifies, buyers are more diligent about tasting and evaluating wines before committing to bulk purchases.

Trinchero Family Estates, USA

In contrast to last year’s focus on securing the best possible deals in the sub-$5 category, this year’s buyers are willing to invest more for mid-range, higher-quality wines. With an oversaturated market, standing out requires presenting finished, polished wines that immediately impress buyers.

Additionally, Emily highlights a major supply gap in aromatic white wines, driven by high demand and smaller-than-average crops. This shortage creates a valuable opportunity for those who can source or graft Sauvignon Blanc, Pinot Grigio, Chardonnay, and, to a lesser extent, Riesling.

Emily advises suppliers to focus on being adaptable, efficient, and consumer-driven. The industry has not yet fully recovered from recent economic downturns, and success in the coming years will depend on a supplier’s ability to navigate fluctuating demand and shifting trends. Flexibility and innovation will be key to staying ahead.

Emily Haines’ journey into winemaking was anything but conventional. Originally from Juanita, WA, she earned a B.S. in Biotechnology and Biochemistry from Eastern Washington University in 2005. After spending two years researching Type 1 Diabetes at a VA hospital in Seattle, she discovered her passion for wine while working part-time in the tasting room at Woodhouse Family Cellars. This experience sparked her interest in the science and craft of winemaking, leading her to leave her research career behind and dive into the world of wine production.

Emily’s early career included hands-on experience at Desert Wind Winery and Wahluke Wine Company, where she quickly moved up the ranks from laboratory technician to winemaker. She later became the head winemaker at Milbrandt Vineyards before joining Trinchero Family Estates in 2017 as Winemaker for Terra d’Oro Winery.

At Terra d’Oro, located in the heart of Amador Wine Country, Emily oversees the production of Zinfandel, Barbera, Petite Sirah, Chenin Blanc/Viognier, and other varietals sourced from Amador and Clarksburg. Her work has led to 15+ wines scoring 90+ points in two vintages (2017 and 2018), with more on the way. She is passionate about showcasing the unique terroir of Amador County through innovative winemaking techniques.

Emily will be speaking at the 2025 International Bulk Wine and Spirits Show alongside other top bulk wine professionals and buyers. If you are a regional or national bulk wine buyer, this session is a must-attend to gain insights into sourcing strategies, quality trends, and how to position your business for success in the evolving market.

Attendees will also have access to the exhibitor floor, where top bulk wine, bulk spirits, private label wines, and spirits suppliers will be showcasing their products to help buyers develop high-quality programs.

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You can see the all speakers and the conference schedule on the IBWSS website. Visitors are encouraged to book tickets early to save and join the 2-day learning experience. Your conference ticket allows you 2-day access to all conference sessions along with access to the exhibitor floor where top bulk wine, bulk spirits, private label wines, and spirits exhibitors will showcase their products to help you develop your programs.

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