Smoke impact in wines is caused by a wide range of volatile phenols found in wildfire smoke. These compounds are absorbed and accumulate in berries, where they may also become glycosylated. Both volatile and glycosylated forms eventually end up in wine where they can cause off-flavors, described as “smoky”, “bacon”, “campfire” and “ashtray”, often long-lasting and lingering on the palate. In cases of large wildfire events, economic losses for all wine industry actors can be devastating.