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Videocast: 2015 Secrets of a Successful Tasting Room (On Demand)

 |  May 14, 2015

On May 12, 2015, 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 Sonyia Grabski, Vice President of Sales & Marketing, Sullivan Vineyards, Cyril Penn, Editor in Chief, Wine Business Monthly and Craig Root, Founder, Craig Root and Associates.

The panel discussed some of the findings and interpretation of SVB's annual Tasting Room Survey, a compilation of responses from 500 winemakers from across the U.S. and Canada. Watch the video replay for expert analysis of the following topics:

  • Conversion rates of visitors to buyers
  • Impact of venue choice on tasting room success
  • Regional Tasting Room Comparisons
  • Club Metrics



  • Sonyia Grabski – Vice President of Sales & Marketing, Sullivan Vineyards
  • Rob McMillan – EVP & Founder, SVB Wine Division
  • Cyril Penn – Editor in Chief, Wine Business Monthly
  • Craig Root – Founder, Craig Root and Associates

Learn more about Silicon Valley Bank's Premium Wine Division
Join Us On Twitter: Follow Rob ( @SVBWine)
Read Rob's blog SVB On Wine

About the Author

Rob has been thrice named as one of the Top 50 Most Influential People in the US Wine Industry, the only banker ever recognized.

A frequent media commentator, international conference speaker, lecturer at several West Coast universities and regular blogger, Rob’s informed opinions are trusted by wine producers, importers and financiers alike. He has been authoring Silicon Valley Bank’s views on the industry, as well as the highly regarded State of the Wine Industry Report for over 20 years.

Starting in 1992, Rob developed Silicon Valley Bank’s Wine Division from the idea and start-up phase, to the point where it’s now regarded as the leading provider of financial services to the fine wine business. In addition to his public role, today within the bank he is responsible for new business while maintaining direct client relationships throughout the wine portfolio.

Rob McMillan 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 a variety of board capacities over the course of his career in diverse industries, and continues to do so today within the wine space.

Follow Author on Twitter | LinkedIn

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