This session examines the demographic and cultural shifts that are creating wine consumers and shaping their attitudes and behaviors in the market. Past, present and future demographic and sociocultural American trends and their relationship to the growth of the wine market are presented. How brands develop, evolve and anticipate consumer needs and choices are also be examined in depth. A discussion on the role and power of retailers and the psychology of the wine market provides information that every wine entity needs to consider in its business plan.