VinQuest 2018 U.S. Consumer Direct Wine Sales Report

Benchmarks & Best Practices for DTC Wine Sales

Windsor, CA – April 2018 – U.S. wineries are poised to grow their consumer direct wine sales to record levels in 2018, according to the latest VinQuest wine industry research released by VinterActive LLC. 

Based on a survey of 226 wineries from 19 U.S. states, the VinQuest 2018 U.S. Consumer Direct Wine Sales Report shows that direct-to-consumer (DTC) sales are responsible for the majority of revenue generated by most U.S. wineries and continue to grow at a double-digit pace in 2018.

Key findings of this year’s research reveal:

• U.S. DTC Sales Growth Average in 2018: 12%
• Wine Club share of 2018 DTC Sales: 34%
• Tasting Room share of 2018 DTC Sales: 31%
• Ecommerce share of 2018 DTC Sales: 11%
• 2018 Forecast Wine Club Growth:  20%
• 2018 Forecast Tasting Room Growth: 14%
• 2018 Forecast Ecommerce Growth Rate: 18%

"With more revenue and faster growth than tasting rooms, we're seeing the advent of a new age in DTC wine sales -- the wine club era.  By focusing on a customer experience that extends beyond the tasting room, growth-oriented wineries have discovered new opportunities to expand their wine sales in 2018," according to VinterActive CEO, Bryan St. Amant.

This year’s report features an exclusive new DTC Sales Performance Index that identifies best practices by rating 40 DTC sales and marketing tactics according to their relative impact on U.S. tasting room, wine club and online sales growth.

A 12-page research summary – including a detailed comparison of tasting room, wine club and online sales results at wineries of all sizes – was distributed to survey participants and is available to purchase here.

The 81-page VinQuest 2018 U.S. Consumer Direct Wine Sales Report provides detailed responses to all survey questions and proprietary performance analysis by winery size and region – including detailed averages for Napa, Sonoma, Oregon, Washington and East Coast wineries.  The complete report is available for purchase here.

About VinQuest 2018
The VinQuest 2018 online survey was conducted by VinterActive LLC in partnership with the Wine Industry Network from December 10, 2017, through January 31, 2018, to measure industry averages, identify best practices and provide insight that can help wineries better manage their tasting room, wine club, and online sales.

Now in its eleventh year, VinQuest research has produced one of the largest and most widely used sources of consumer direct sales data in the U.S. wine industry.

Participating winery associations include Atlantic Seaboard Wine Association, Lake County Winery Association, Mendocino Winegrowers, Paso Robles Wine Country Alliance, Garden State Wine Growers, Oregon Wine, Sonoma Vintners, Temecula Valley Winegrowers, Texas Wine & Grape Growers, Wine Road Sonoma County, and Wine America. Initial guidance and support were provided by the U.S. Federal Trade Commission.

excerpts