From Surplus to Strategy: Grape Market Challenges
Our latest Sustainable Winegrowing podcast episode brings together two of Turrentine Brokerage’s leading experts—Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker—to explore how the wine industry can navigate a market defined by oversupply, shifting demand, and the growing push for sustainability.
Listen to the full episode
Play Episode 269: From Surplus to Strategy
Meet Your Hosts
Audra Cooper
With nearly two decades at Turrentine Brokerage, Audra leads our grape brokerage team. A Central Coast native with a background in Agricultural Economics (CSU Fresno) and strategic management, Audra champions data-driven strategies to keep clients ahead of market shifts.
Eddie Urman
A Paso Robles native and Cal Poly alum, Eddie brings over ten years of vineyard management and brokerage experience to his role as Central Coast Grape Broker. Known for his deep grower relationships and hands-on market analysis, Eddie helps clients turn changing supply and demand into opportunity.
Key Takeaways
- Understanding Oversupply
The current climate of surplus fruit calls for creative solutions—bulk wine trades, multi-year contracts, and strategic vineyard removals to rebalance supply. - Sustainable Certification as a Business Lever
Buyers increasingly require SIP or other sustainability certifications. Not being certified can immediately halve your potential buyer pool. - Regional Dynamics Matter
Varied growing regions face unique challenges—from water stress in the Central Coast to labor concerns in the North Coast—requiring tailored brokerage approaches. - Innovate Through Collaboration
Industry partnerships, shared research, and marketing alliances strengthen resilience against market fluctuations. - Future Trends
Bulk wine market shifts, consumer preference for sustainably produced wines, and digital matchmaking platforms are all set to redefine brokerage in the coming years.
Why It Matters for Growers & Wineries
In an industry where planting decisions happen years before harvest, staying ahead of market trends is non-negotiable. Audra and Eddie share actionable strategies to:
- Optimize vineyard contracts
- Maximize returns on surplus fruit
- Enhance market access through sustainability credentials
- Build long-term partnerships across regions
Whether you’re a grower planning next season’s tonnage or a winery looking to source quality fruit, this episode delivers the insights you need to turn today’s challenges into tomorrow’s opportunities.
