Date: Tuesday, November 25
Time: 12:00–1:00 PM ET
Location: Zoom
Hosted by: Virginia Wine Coalition, in partnership with the Wine Market Council

The Virginia Wine Coalition is honored to welcome Dr. Liz Thach, MW, President of the Wine Market Council, for a special webinar focused on how Virginia wineries can build profitability and visibility in the traded sector.

Titled “Growing Profitably in the Traded Sector: Insights with Dr. Liz Thach, MW,” this session will explore how wineries can strengthen distribution partnerships, develop market-smart strategies, and engage today’s evolving wine consumer.

About Dr. Liz Thach, MW

Dr. Thach is a Master of Wine, an award-winning researcher, author, and wine business consultant, and currently serves as President of the Wine Market Council, the industry’s leading research organization focused on understanding wine consumer behavior and market trends.

She is also a Distinguished Professor Emerita of Wine and Management at Sonoma State University and one of the most respected voices in the global wine community. Dr. Thach has published over 250 articles and eight books, including the influential Best Practices in Global Wine Tourism, Wine Marketing & Sales, and Call of the Vine. Her work combines academic rigor with real-world experience, helping wineries and wine regions around the world improve performance, storytelling, and brand connection.

You can learn more about her work and publications at lizthachmw.com.

About the Webinar

Dr. Thach’s presentation will connect the latest Wine Market Council data to practical insights for Virginia producers—covering topics such as trade engagement, storytelling, pricing strategies, and market selection. Participants can expect actionable advice on how to grow brand presence in both on- and off-premise accounts while maintaining healthy margins.

As Dr. Thach often emphasizes, “The most successful wineries don’t just make great wine—they understand how to tell their story, build partnerships, and measure success where it counts.”

To learn more about the Wine Market Council’s mission and ongoing research, visit winemarketcouncil.com.

Join Us

Date: Tuesday, November 25
Time: 12:00–1:00 PM ET
Location: Zoom
Registration: Register for the Webinar

Whether you’re a winery owner, winemaker, sales lead, or marketer, this session offers valuable perspective from one of the wine industry’s most trusted and data-driven voices.

Let’s raise a glass to smarter growth, stronger trade relationships, and a bright future for Virginia wine.