Although I started Full Glass Research in 2005, I have worked in marketing and research since 1986. My industry experience includes restaurant and retail sales and work as a consultant and negoçiant in brand management and market research. Full Glass Research provides industry analysis, market research, and consulting on marketing strategy for the food and beverage categories. Full Glass Research also conducts economic impact studies and advises Wine Opinions on research design and analysis.
Previously, I was Director of Research for MKF, a leading CPA-Consulting firm in Northern California. There I launched the Wine Trends project, which calculated California winery sales by price point and varietal, offering the first detailed look at high end wine sales in the U.S. I also produced the annual Grape Trends report on California grape acreage and supply by district and varietal; directed studies of the economic impact of the Washington and Santa Barbara wine and grape industries; and carried out numerous consumer and industry research projects. Before joining MKF, I worked as Manager of Marketing Analysis at Sebastiani Vineyards, after several years in Brand Management for brands ranging from a few thousand cases to over $20 million in sales, and products ranging from sparkling wine to single vineyard wines to brandy. Prior to that, I worked for Kendall-Jackson, Angel Vintners and Merrill Lynch.
In 2020, I was appointed Research Director for the Wine Market Council, a non-profit organization dedicated to tracking consumer trends and behavior for the wine industry.
I am the lead instructor for the Organization de la Vigne et Vin Wine Marketing course at U.C. Davis, as well as a co-teacher of seminars for the U.C. Davis Extension Brewing program. I have made numerous presentations to buyers, universities, sales forces, and industry groups, and I am often quoted in trade publications.
- Original member and current advisor to the Wine Market Council’s Research Committee
- Outstanding Service Award 2018, UC Davis Continuing & Professional Education
- Co-Founder of Wine Opinions
- Contributor: Successful Wine Marketing, edited by Moulton, Kirby & Lapsley, James; Aspen Publishers, Gaithersburg MD 2001
- M.B.A., Cornell University, Johnson Graduate School of Management
- B.A. Economics, Franklin & Marshall College
For updates and news, follow Christian Miller on Twitter: @CMMwine
Copyright © 2023 Full Glass Research - All Rights Reserved.