Videocast: Secrets of a Successful Tasting Room 2016 (On Demand)

On May 10, 2016, SVB's Wine Division hosted an interactive video discussion of trends in tasting room and wine club practices. The discussion was led by Rob McMillan, Founder of SVB's wine practice, and featured industry experts Carole C. Reber, SVP Chief Marketing & Business Development Officer, Duckhorn Wine Company, Cyril Penn, Editor in Chief, Wine Business Monthly and Sandra Hess, Founder, DTC Wine Workshops.

The panel discussed some of the findings and compilation of responses from almost 850 wineries. Watch the video replay for expert analysis of the following topics:

  • Conversion rates of buyers
  • Regional tasting room comparisons
  • Club metrics


  • Rob McMillan, EVP and Founder of SVB's Wine Division
  • Carole C. Reber, SVP Chief Marketing & Business Development Officer, Duckhorn Wine Company
  • Cyril Penn, Editor in Chief, Wine Business Monthly
  • Sandra Hess, Founder, DTC Wine Workshops

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About the Author

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. With decades of experience researching the wine business, his views are sought after and trusted by winery owners, journalists, entrepreneurs and investors. He is a prominent speaker, both domestically and internationally, and he is 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 industry.

Rob’s banking career has spanned 35-plus years — more than 25 with Silicon Valley Bank. In that time, he has held positions of increasing responsibility, including 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.

Rob is a father of two. He enjoys the outdoors, travel and golf and takes any opportunity to play percussion and drums in live settings.