Episode 16: Economics of the Wine Industry: From Data to Dirt with Dr. Chris Bitter & Glass with a Grower, Mike Wolf

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.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.Support the show