​Amidst an uncertain growing season, Richard Mendelson offers a forward-looking view of Napa Valley, emphasizing how the region’s history of resilience positions it well for the challenges ahead. Napa Valley has undergone a remarkable evolution, from the trials of Prohibition and phylloxera to the global triumph of the Judgment of Paris and the establishment of the Ag Preserve, Napa has always found strength through collaboration and a shared commitment to agriculture. While today’s pressures include climate variability, shifting consumer trends, rising costs, and significant vineyard removals, the valley remains steadfast, spurred on by its enduring advantages: exceptional land, multi-generational expertise, a culture of quality, and a community determined to protect what makes the valley special.

​To build on these strengths, Mendelson introduces a four-part framework designed to guide Napa toward a balanced, resilient future. The proposals include identifying and protecting the valley’s most sensitive ecological lands, developing a viticultural suitability system informed by modern science and GIS tools, implementing in-lieu fees to ensure net environmental benefits, and creating a Transfer of Development Rights program that supports both conservation and much-needed affordable housing. These tools, already successful in other regions, offer Napa a practical and proactive path forward, one that encourages smart growth, protects irreplaceable landscapes, and helps the agricultural economy adapt with intention rather than urgency.

​While the path forward requires change, Mendelson highlights the importance of celebrating and preserving Napa’s identity through a vineyard registry that documents vineyard histories, boundaries, and defining traits. This effort, alongside active participation in the county’s General Plan update, will help ensure that policies reflect both ecological priorities and agricultural realities. Napa’s capacity for reinvention has never been accidental, and with thoughtful planning, shared stewardship, and a commitment to balance, the valley is well positioned to thrive in its next chapter, strengthening the land, the community, and the legacy that future generations will inherit.

The wine market is in a period of structural change, not a temporary dip. For growers, this shift calls for clear-eyed planning, realistic budgeting, and renewed partnership with wineries. Below is a concise look at the most important takeaways from our recent Business of Vineyards Financial Resiliency webinar, with speaker Jon Moramarco of bw166, distilled to what matters most for Napa growers today.

Long-term industry growth trends that guided vineyard development for decades have flattened. Total U.S. alcohol consumption has declined, and wine’s share is no longer expanding. Lower-priced segments are seeing the steepest drop, while premium categories remain more stable, though within a smaller overall market.

What it means for growers
• Make decisions with conservative assumptions.
• Stress-test budgets against low-demand scenarios.
• Reassess capital projects through a realistic, slow-growth lens.

Younger consumers are drinking less alcohol overall, and pandemic-era purchasing spikes have normalized. While older demographics continue to value wine, the pipeline of new high-frequency wine drinkers is narrower than it once was.

What it means for growers
• Vineyard strategy should focus on quality-driven, premium positions.
• Don’t rely on demographic growth to drive future demand.

In this episode of Grown in Napa Valley, guest host Jonathan Cristaldi presents highlights from the 2025 Napa Valley Harvest Press Conference, presented by the Napa Valley Grapegrowers and Napa Valley Vintners,  joined by growers and winemakers Ashton Leutner, Mayan Koschitzky, Nate Weis, and Megan Gunderson. They unpack a cooler, steady 2025 growing season shaped by early rains, slow canopy development, minimal heat spikes, and strong fruit set. With phenolic ripeness outpacing sugar accumulation, the panel notes vibrant color, natural acidity, and balanced alcohol across the vintage.

They discuss the year’s key challenges — elevated mildew pressure and a stop-and-start harvest caused by intermittent rain — and share how tight spray intervals, spore-trap monitoring, and thoughtful canopy work helped maintain fruit quality. Market shifts also left some fruit unharvested, creating an opening for growers to redevelop vineyards, adjust crop loads, and focus on long-term soil and plant health.
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The conversation turns to the Pickett Fire, which produced highly localized smoke impacts. Thanks to improved air-quality tools and advanced ETS smoke-taint testing, growers were able to assess risk with far more precision than in past fire years. Early takeaways from the panel point to a distinctive, expressive 2025 vintage — wines with strong color, refined tannins, and clear AVA character — underscoring a maturing Napa Valley rooted in adaptation, stewardship, and continuous learning.

• “Patience was rewarded this year. Moderate alcohols, more acidity… it’s going to be a classic Napa style we haven’t seen in a while.” - Nate Weis
  
• “Napa is maturing. We’re finally trusting our sites and our vintages — showcasing why each year is different instead of trying to make everything the same.” - Mayan Koschitzky 
  
• “This was an ideal year for extended maceration. With lower seed tannin, we could sit on the skins longer without getting bitterness — the wines are beautiful.” - Ashton Leutner
  
• “In a cooler vintage, the differences between our growing regions are much more apparent — 2025 has real distinction across the valley.” - Megan Gunderson 
  
• “I hope future listeners see this as a snapshot — a time capsule of how the 2025 growing season truly unfolded.” - Jonathan Cristaldi
  

The realities of grape growing are shifting. From rising input costs and labor challenges to market uncertainty and tightening winery contracts, Napa Valley growers are navigating one of the most complex business landscapes in recent history. Recognizing these challenges, the Napa Valley Grapegrowers (NVG) had the foresight to apply for federal support through the USDA’s Extension Risk Management Education (ERME) program.

This grant directly funds grower services throughout 2026, helping NVG members strengthen the financial, marketing, and legal foundations of their vineyard businesses.

Grant-funded services will be available to growers throughout 2026, designed to build business resiliency and long-term sustainability. To be eligible for complimentary one-on-one services, we encourage growers to attend the corresponding Business of Vineyards webinar in their area of interest. That way, participants can receive:

• An in-depth Business of Vineyards webinar focused on financial, marketing, or legal strategies.
• Personalized one-on-one consultations with financial advisors, marketing experts, or attorneys—​valued at up to $45,000 in total support for the grower community.
• Access recordings, templates, and tools to apply new strategies directly to their vineyard operations.

* or until program funds have been fully utilized.

December 2, 2025: Financial Resiliency
In today’s complex agricultural environment, making informed decisions is more important than ever. Declining revenue and rising expenses challenge even the most seasoned growers, making it essential to adjust costs to maintain profitability. But how do you know where to start?
Join us for a practical conversation on vineyard economics, including how to evaluate costs, identify savings, and plan for long-term profitability. Jon Moramarco of bw166 will offer his perspective on the financial realities growers are facing today, providing context and tools to support confident, data-driven decision-making. Following Jon’s presentation, Brotemarkle & Davis will provide an overview of their financial services and resources available to growers.
Attendees will be eligible to receive personalized insight into your vineyard’s costs, revenue, and profitability potential with Brotemarkle & Davis. 

January 20, 2025: Marketing Resiliency
The market for wine grapes continues to evolve, and growers are being asked to do more than ever to stand out. Success today requires more than great fruit, it demands a clear understanding of how to position your vineyard, tell your story, and build lasting partnerships with wineries.
Join us for an inspiring and practical session with Michael Cuffe, Napa native and founder of Napa Valley Creative Agency. Drawing from his experience with Visit Napa Valley and years of producing content that celebrates our region, Michael will share how to effectively market your vineyard, build visibility, and position your brand in a changing marketplace. You’ll learn what today’s buyers and consumers are looking for—and how to authentically communicate the value of your vineyard.
Attendees will be eligible to work with Michael Cuffe for personalized marketing audit designed to help you market your vineyard more effectively. 

February 10: Legal Resiliency
​The legal aspects of farming are more complex than ever, especially when it comes to grape sales agreements. Whether negotiating an existing contract with a winery or securing a new one, understanding the legal implications of these decisions is essential to minimizing risk and ensuring the long-term success of your operation.
Scott Greenwood-Meinert of Coblentz, Patch, Duffy & Bass LLP will share insights on navigating grape sales agreements, addressing common challenges, and strategies for protecting your vineyard’s legal interests in an evolving marketplace.
Attendees will be eligible to work with Coblentz, Patch, Duffy & Bass LLP for personalized legal support tailored to the needs of your vineyard operation. 

Please note: For all services, we may not be able to accommodate everyone. If demand is high, small producers will be given priority.

In this episode of Grown in Napa Valley, NVG tackles the economic headwinds facing the wine industry through an in-depth conversation with wine economist Dr. Chris Bitter of Terrain. Bitter breaks down the latest insights from Winescape, Terrain’s quarterly market report, revealing a shift in U.S. alcohol consumption trends. He explains how demographic changes, evolving health attitudes, and a rise in cannabis and GLP-1 drug usage are contributing to a measurable decline in per capita alcohol use—particularly among younger consumers. While all beverage categories are impacted, Bitter notes that wine is facing steeper challenges, with premium pricing and oversupply adding to the pressure. Still, he emphasizes Napa Valley’s long-term strength, citing its reputation for quality as a key advantage in weathering this downturn.
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Later in the episode, Caleb shares a glass of 2016 Heimark Vineyard Napa Valley Cabernet Sauvignon with veteran vineyard manager Mike Wolf, in a conversation that spans mentorship, humility, and the philosophy of farming. From early lessons learned under the guidance of instinctive farmers in Mendocino to decades spent managing top-tier vineyards in Napa, Wolf reflects on the value of hands-on experience and the importance of staying true to the land. He speaks candidly about the tension between aesthetics and economics, and the quiet pride that comes from getting the work done right—often before anyone notices. Through stories of resilience, collaboration, and a commitment to the next generation of farmworkers, Wolf embodies the spirit of Napa Valley viticulture: rooted in history, shaped by community, and always looking ahead.

• "After decades of growth, we’re now seeing a decline in alcohol consumption—and wine is feeling it more than the rest." - Dr, Chris Bitter 
  
• "Wine isn’t just a beverage—it’s a cultural product. But right now, we’re being challenged to prove that value all over again." - Dr. Chris Bitter
  
• "I’ve never owned a commercial grapevine in my life—but I’ve cared for some of the valley’s most iconic vineyards like they were my own." - Mike Wolf
  
• "If I’m true to the vineyard, then I can sleep at night. That’s how I’ve always measured whether I’m doing the job right." - Mike Wolf 
  
• "You’re not just hopping onto a vintage—you’re stepping into a legacy. This isn’t a straight line, it’s a slinky through time." - Caleb Mosley 
• "You're not just farming grapes—you're stewarding a story that started long before you and will continue long after." - Caleb Mosley 
  

In this episode of Grown in Napa Valley, Executive Director and host Caleb Mosley engages in two thought-provoking conversations that explore the present and future of Napa Valley's wine industry.

Kicking off with Jon Moramarco, managing partner of BW166 and a renowned expert in beverage alcohol trends. Jon shares his journey in the wine industry, insights into seismic shifts in global wine markets, and the challenges facing Napa Valley. Jon highlights the importance of innovation, smarter business practices, and the potential for Napa to explore new opportunities to remain a leader in the global wine industry.
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The episode continues with Paul Goldberg, 2024 Grower of the Year and vineyard manager at Bettinelli Vineyards. In this candid conversation, Paul reflects on his Napa upbringing, his journey into viticulture, and the evolution of vineyard practices over the past 50 years. Paul discusses the meticulous farming techniques Bettinelli employs to enhance phenolic development, the importance of adapting to changing market demands, and the opportunities to champion diverse grape varietals. He also shares the story of Sleeping Lady Vineyard and the 2019 Ad Vivum Cabernet Sauvignon he brought.

"Napa is an anomaly. The rest of the country doesn’t live like we do here, and understanding that reality is key to shaping the future of the wine industry." - ​Jon Moramarco

"What was three or four passes through a vineyard in the 1970s has now grown into 10, 11, sometimes 12 passes—each one critical to achieving balance and quality." - Paul Goldberg

"The global wine market has been oversupplied for 20 years. For Napa to thrive, it’s about being smarter, innovating, and working harder to stand out." - Jon Moramarco

"When you actually walk a row with someone and explain how a vineyard is planted, trellised, and managed, it creates a level of appreciation that’s mind-blowing." - Paul Goldberg

"If I can enjoy life with my wine every day, and it shortens my life by two months, I’d say that’s worth it." - Jon Moramarco

As the 2024 harvest progresses, Napa Valley is witnessing a season marked by an early start, impressive grape quality, optimal weather conditions, and high labor availability. Despite these positives, growers are navigating significant challenges due to shifting market dynamics and economic pressures.

Exceptional Wine Quality 
Across Napa Valley, grape quality is turning out to be one of the highlights of the 2024 harvest. Growers are reporting excellent phenolic ripeness and balanced sugar levels, leading to ideal chemistry heading into the winery. The mild summer, punctuated by a brief but impactful Labor Day heat wave, accelerated the accumulation of sugars while allowing acids to develop steadily. As Matt Stornetta of Stornetta Made Farming explains, “the cooler weather is already helping the balance of sugars and acids.”

The result is fruit that promises to produce complex, flavorful wines, which has already been reported as early fermentations yield their results. Many growers are optimistic that this year’s vintage will deliver standout wines, characterized by full flavor profiles and well-balanced structure. 

Weather Conditions Support Healthy Vineyard Development
Weather has been a key factor in this year’s successful harvest. Unlike recent years marred by extreme heat or wildfires, 2024 has provided growers with near-ideal conditions for grape maturation. According to Chris D'Alo of Nord Vineyard Services, this season’s climate reminds him of 2018, another highly favorable vintage.  Steady winter rainfall provided deep soil moisture and set the stage for strong canopies, resulting in yields well balanced with vegetative growth.  July heat arrived while canopies still had access to adequate soil moisture, with most growers noting the cessation of shoot growth, along with a celebrated early end of their powdery mildew control programs.

The persistent (and often reliable) heat over Labor Day did pose challenges for some vineyards, particularly in areas with shallower soil or with limited irrigation capacity. However, these effects have been isolated, and the majority of vineyards have bounced back, with D'Alo remaining optimistic: “The fruit flavor is excellent, and I do believe this vintage will produce some amazing wines.”

Increased Labor Availability Eases Harvest Challenges
A positive development this harvest season has been the increased availability of farmworkers, a significant change from the shortages experienced in recent years. Thanks to cooler weather, the pace of harvest has been moderate and steady, contributing to a smooth and efficient harvest. D'Alo notes that there are many eager workers available, which may shift needs away from H2-A supplemental crews come the 2025 harvest season. Navigating the complexities of an early harvest without the additional strain of labor shortages has allowed growers to meet the harvest requests of their winery partners, adding to the positive outlook for wine quality in 2024.  

Market Struggles Pose Challenges for Growers
While the quality of the 2024 harvest is undeniable, the economic landscape remains challenging for many. The spot market for grapes has been difficult, with prices often failing to meet production costs. Stornetta notes that many conversations with winery partners have not resulted in deals, as unsold fruit remains an issue.

As wineries pull back on production due to the evolving state of wine sales , the supply of grapes  has outpaced demand, causing strain for growers statewide. D'Alo echoes this concern, noting that while this vintage will likely produce exceptional wines, fewer cases will be produced due to the current market conditions.

Looking Ahead: Quality Amidst Market Challenges
The 2024 harvest presents a complex picture: while the weather has provided nearly perfect conditions for grape development, and labor availability is at an all-time high, the economic struggles facing the industry cannot be ignored. Despite these market challenges, the promise of exceptional wines coupled with Napa Valley’s hard-earned pedigree of distinct wines recognized on the global stage provide an outlook marked by resilience and the ability to adapt. Napa Valley’s growers remain committed to producing world-class wines, and this year’s fruit holds the potential to create wines that will stand out in any collection.

​The grape growing industry is currently facing significant challenges. The market for wine grapes, particularly Cabernet Sauvignon, has become increasingly unstable, with spot market rates falling to levels that are difficult for many growers to sustain. Even those with contracts are finding it harder to secure favorable prices for their fruit. While the bulk wine market offers some support, it is also feeling the effects of this downturn.
 
This decline is reminiscent of the industry struggles in the 1980s when the grape-growing community faced similar economic pressures. During that time, high inflation and soaring interest rates, combined with an oversupply of grapes, created a challenging environment for growers. The economic recession of the early 1980s further reduced consumer spending on higher-priced wines, leading to a drop in grape prices and increased financial strain on vineyards. These conditions forced many growers to become more strategic and adaptive, much like the situation we find ourselves in today.
 
In anticipation of these challenges, the Napa Valley Grapegrowers (NVG) established the "Grape Market Task Force" in March 2024 to proactively address the current market conditions and support our members. This task force is focused on preparing our industry for difficult times by offering resources, guidance, and strategic connections. Our initiatives include hosting webinars on market trends, investing in paid SEO for the Napa Winegrape Market, connecting members with fruit brokers to explore all possible sales avenues, and developing a white paper with guidelines for those considering not harvesting due to economic constraints.
 
In these testing years, every grower must determine their "rock bottom" price—the minimum acceptable price for their grapes—before entering negotiations. While it may be tempting to turn to the bulk wine market, selling bulk wine may not yield better financial outcomes than selling grapes directly. For some growers, unfortunately, there will be no contract or viable options for selling their fruit, resulting in a significant loss for the year.
 
As an organization, we remain committed to supporting our members through this period. We will continue to advocate for the protection of our agricultural lands and the economic sustainability of our vineyards, as these are foundational to the future of Napa Valley. The NVG will continue to take a proactive approach, doing everything possible to help our members navigate these challenging times. As history has shown, our community's resilience and unwavering commitment to excellence will see us through to brighter days ahead.

​In this episode, wine industry expert Rebecca Hopkins, rebeccahopkinswine.com,  delves into the latest trends in wine sales and consumer drinking habits, shedding light on the intricacies of the three-tier system and its inherent challenges. She underscores the significance of community, maintaining business focus, forging strong customer connections, and staying informed with trustworthy news to help growers navigate the evolving market.
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In "Glass with a Grower," Matt Stornetta shares his journey in farming and the development of his company, Stornetta Made Farming. He shares a bottle of Trinitas Sauvignon Blanc as he provides insights on vineyard management practices and his experiences with the structure of vineyard leases and the associated risks.

"Wine is maybe not necessarily the number one choice anymore. There's a demand for lower alcohol, fresher styles, and we're seeing growth in white wines like Napa Valley Sauvignon Blanc." – Rebecca Hopkins

"We have this fulcrum of younger consumers interested in health, transparency, and authenticity, and they demand to know where their food, clothes, and wine come from." – Rebecca Hopkins

"Leaning on community is crucial – knowing you're not alone and having a network you can rely on can make the challenges of this industry a bit easier." – Rebecca Hopkins

"The market now really values vineyard stories. If you're a grower, bring buyers to your vineyard, show them why it’s special, and connect them to the story of your grapes." – Caleb Mosley

​"Starting a farming business in 2020 was daunting, but crop insurance and efficient practices have been key. Taking on deferred vineyards required viticultural and financial creativity, but it’s been rewarding." – Matt Stornetta

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