Feature Interview: Silicon Valley Bank’s Rob McMillan on Connecting With Younger Consumers

Rob McMillan is the EVP and Founder of Silicon Valley Bank’s Wine Division. Rob 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, described by The New York Times as “… probably the most influential analysis of its kind.” 

With decades of experience researching the industry and working with winery clients, Rob’s views are sought after and trusted by winery owners, journalists, entrepreneurs, and investors. He is a prominent speaker, both domestically and internationally, and you will find him 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 Business. 

Rob’s banking career has spanned over 35 years — more than 25 with Silicon Valley Bank. In that time, he has held many roles, including Founder and 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 and economics from Sacramento State University and an MBA from Santa Clara University’s Leavey School of Business.

How can you track the state of the wine industry? Can past data predict future possibilities? One of the top wine-business analysts is here to share his findings and advice to help your brand succeed. 

Rob McMillan has spent years researching trends and data in the wine industry. Using the facts and figures as his guiding star, Rob has found that current brands need to make changes in order to connect with new consumers. Surprisingly, only 20% of Millennials and 3% of Gen Z consume wine. So how can you engage with these younger generations and welcome them into the wine space? As Rob says, your brand has to showcase values that align with this wave of consumers. They want a shared experience, a mission-driven brand, and above all, authenticity.

In this episode of VINTed, Scout Driscoll is joined by Rob McMillan, EVP and Founder of Silicon Valley Bank’s Wine Division. Rob digs into the data of his annual wine industry reports, the current generational shifts happening within the industry, why experience is vital to consumer happiness, and the importance of aligning your brand’s values, marketing, and story. You don’t want to miss this insightful episode!