Rob McMillan is one of the top wine-business analysts in the United States and the author of Silicon Valley Bank’s highly regarded annual State of the Wine Industry Report, described by the New York Times as “… probably the most influential analysis of its kind.”
With decades of experience researching the industry and working with winery clients, his views are sought after and trusted by winery owners, journalists, entrepreneurs, and investors. He is a prominent speaker, both domestically and internationally, and you will find him extensively quoted in national, regional, and trade press. He has also been named several times as one of the Top 50 Most Influential People in the US Wine Business.
Rob’s banking career has spanned 35-plus years — more than 25 with Silicon Valley Bank. In that time, he has held many roles, including founder and division manager of the Wine Group, executive manager of the bank’s Commercial Division, and several years as a member of Silicon Valley Bank’s Managing Committee. He is currently responsible for establishing new winery relationships and offers private management presentations and strategic consulting to the bank’s clients across the portfolio.
Rob received a bachelor’s degree in finance/economics from Sacramento State University and an MBA from Santa Clara University’s Leavey School of Business. He has served on boards in diverse industries and continues to be an advisor to wineries and industry associations across the wine business landscape.
Rob has five children. He enjoys the outdoors, travel, and golf and takes any opportunity to play percussion and drums in live settings.
The Wine Consumer in a Challenging U.S. Market
There has never been a more difficult time to sell wine in the U.S. At the same time the wine industry is dealing with a pandemic, historic drought, wildfires, and channel shifting to name a few, it is also dealing with an onslaught of attacks from the anti-alcohol movement while discovering a rotation of the older wine consumers into retirement, against the backdrop of a very different younger consumer. The result of the tumult is an industry that is likely to see a drop in volume sold for the first time since 1994. The industry context for selling wine is changing, at the same time the average consumer is changing. Hitting the consumer mark today is like throwing a dart at a target placed on a carousel