The Wine Industry: A Cornerstone of California’s Economy and Culture
California’s wine industry is a global leader, renowned for quality, innovation, and economic contribution. It is not only a cultural icon but also a critical driver of employment, tourism, and agricultural value across the state. The wine sector—from vineyard to bottle—faces a unique mix of challenges and opportunities that require experienced, cross-functional support:
- Water management and sustainability in the face of climate volatility
- Rising production costs and margin pressure
- Navigating shifting consumer preferences and emerging global markets
- Integrating technology across viticulture, winemaking, and direct-to-consumer (DTC) operations
- Complying with complex local, state, federal, and international regulations
- Adapting to the impact of AI in everything from forecasting and marketing to inventory and supply chain operations
- Scaling operations through strategic partnerships, acquisitions, and funding
- Responding to regulatory and consumer demands for ESG and sustainability practices
California’s wine sector contributes over $70 billion annually to the U.S. economy, employing hundreds of thousands of workers across production, distribution, hospitality, and retail. Regions like Napa Valley, Sonoma County, Central Coast, Central Valley are not only globally respected for wine quality but are also ground zero for evolving business, environmental, and operational strategies.
HOW WE HELP
The 2Go Advisory Group is uniquely qualified to support the needs of this dynamic industry. Our advisors bring decades of experience in winery operations, finance, supply chain, and technology adoption, helping wine businesses optimize performance, adapt to market changes, and pursue growth. With strong ties in the major wine-producing regions of California, we provide deep local insight combined with world-class expertise.
WHO WE SERVE
We recognize that all sub-segments in the wine industry have specific nuances which require different types of strategic, operational, compliance and financial solutions. Our team has the breadth to address these segments:
- Estate and Boutique Wineries
- Commercial Producers and Multi-Brand Wineries
- Vineyards and Grower Operations
- Direct-to-Consumer (DTC) Brands and Ecommerce-Driven Wineries
- Wine Cooperatives and Growers’ Alliances
- Importers, Distributors, and Hospitality-Aligned Wine Businesses
- Wine Industry Suppliers
- WineTech, AgTech, and AI Startups
- Investors in Wine Ventures
We Advise and Assist Wine Companies to:
- Conduct operational and financial assessments to identify growth, efficiency and risk mitigation opportunities
- Provide fractional, interim, or project-based C-Suite leadership across finance, operations, sales, marketing and technology
- Facilitate strategic planning sessions, brand positioning, and go-to-market strategies
- Design and implement financial models for expansion, transformation initiatives. equipment financing, or M&A scenarios
- Develop and track business-specific KPIs across vineyard, cellar, sales, and fulfillment functions
- Assist in preparing for funding rounds, acquisitions, external financial audits or succession planning
- Guide adoption of AI and digital platforms
- Evaluate sustainability initiatives and reporting frameworks to meet compliance and customer expectations
PRACTICE LEADERS
Contact us to learn more or for our help.
Wine supporting cast:
- Joe Markunas
- Mike Mathews
- Rachna Singh
- Glen Terry
