BENCHMARKS & BEST PRACTICES FOR DTC WINE SALES
Windsor, CA – June 2017 – U.S. East Coast wineries face significantly different challenges and opportunities for consumer direct wine sales growth compared to their West Coast counterparts, according to the latest VinQuest 2017 wine industry research released by VinterActive LLC.
Based on a survey of 90 wineries from 19 U.S. states, the VinQuest 2017 U.S. East Coast Consumer Direct Wine Sale Report shows that direct-to-consumer (DTC) sales was responsible for the majority of revenue generated by U.S. East Coast Wineries and continues to grow at a double-digit pace in 2017.
Key findings of this year’s research reveal:
- U.S. East Coast DTC Sales Growth Average in 2017: 10%
- Tasting Room share of 2017 East Coast DTC Sales: 68%
- Wine Club share of 2017 East Coast DTC Sales: 15%
- Ecommerce share of 2017 East Coast DTC Sales: 5%
- DTC share at East Coast wineries < 1K cases/yr: 81%
- DTC share at East Coast wineries 1-4K cases/yr: 86%
- DTC share at East Coast wineries 4-10K cases/yr: 70%
- DTC share at East Coast wineries > 10K cases/yr: 51%
This year’s report features an exclusive new DTC Sales Performance Index that identifies best practices by rating 32 DTC sales and marketing tactics according to their relative impact on East Coast tasting room, wine club and online sales growth.
“With more tasting room visitors but significantly lower pricing than other wine regions, U.S. East Coast wineries have different challenges and opportunities than their West Coast colleagues,” according to VinterActive CEO, Bryan St. Amant.
VinQuest results show the region’s top performers in 2017 are growing DTC revenue by leveraging abundant traffic with higher priced products, personalized service and a customer experience that extends beyond the tasting room.
A 13-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 75-page VinQuest 2017 U.S. East Coast Consumer Direct Wine Sales Reportprovides details responses to all survey questions and proprietary performance analysis by winery size and region – including detailed averages for New York, Virginia, Maryland and Pennsylvania wineries. The complete report is available for purchase here.
About VinQuest 2017
The VinQuest 2017 online survey was conducted by VinterActive LLC in partnership with the Wine Industry Network from April 10 through May 15, 2017 in an effort to better understand the unique dynamics of U.S. East Coast DTC wine sales.
Now in its tenth 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: New York Wine & Grape Foundation, Finger Lakes Wine Alliance, Garden State Wine Growers, Virginia Wineries Association, Maryland Wineries Association and Wine America. Initial guidance and support was provided by the U.S. Federal Trade Commission.