We’re back—and taking a clear-eyed look at where the wine industry stands heading into 2026.

In this episode of Wine Fringe, Jill and Jake welcome back one of the show’s most popular guests, Shai Van Gelder, for a wide-ranging conversation that separates signal from noise across two critical areas: the market and the vineyard. First, they break down how market conditions shaped winery marketing in 2025—and what those pressures are likely to trigger next. The group digs into their prediction that panic marketing will define 2026, driven by tightening margins, shifting consumer behavior, platform volatility, and mounting compliance risks.

The conversation then turns to the growing season and harvest, taking a hard look at what actually unfolded in the vineyard and why i ...