January 16, 2026 (Windsor, CA) — Vinoshipper, the compliance-driven direct sales platform for beverage alcohol producers, has released its 2026 National Direct Sales Report. The report integrates transactional data from 3,600 clients with survey insights from nearly 500 respondents to provide a benchmark for the current state of the industry.
The 2026 report highlights a market where success is increasingly driven by deliberate strategy rather than broad industry trends. While 35% of wineries reported growth in 2025, the data suggests that methodologies propelling one producer forward may hold another back. This shift emphasizes that a “standard” approach no longer exists, and wineries must operate with clear intention to navigate a fragmented marketplace.
“Industry averages provide a pulse, but they don’t tell your specific story,” says Taylor Harrison, Analyst at Vinoshipper. “In 2026, disagreeing with the ‘average’ is a sign of strength. We hope this report helps you see where the crowd is headed, so you can decide for yourself whether to follow or lead elsewhere.”
Key insights
- Wine clubs emerge as the primary growth lever: 75% of wineries maintained or grew their club membership in 2025, with exclusive products and member-only experiences proving most effective for retention.
- Operational complexity punished performance: Those operating one tasting room, either on-property or off-property, were more likely to report sales increases, while wineries split between multiple locations saw the largest increase in declines.
- Premium pricing holds despite smaller purchases: Average Order Value declined for the first time since 2020, driven by customers buying fewer bottles per order (4.8 vs. 5.1 in 2024), yet price per liter rose to $37.55, indicating customers remain willing to pay premium prices in smaller quantities.
The full report can be downloaded at https://www.vinoshipper.com/national-direct-sales-report-2026
Vinoshipper’s industry experts analyze the report’s insights in a webinar. Available here: https://wineindustryadvisor.com/event/vinoshipper-2026-national-direct-sales-report/
While Vinoshipper serves all types of beverage alcohol producers, this report focuses primarily on still and sparkling wine, with a separate cider industry report to be released independently.
About Vinoshipper
Vinoshipper is the premier platform for alcohol producers seeking to expand their direct sales. Since 2006, its compliance engine has supported wineries, cideries, meaderies, and distilleries by offering a fully compliant online store, point-of-sale, club management, UPS integration, and comprehensive compliance management services. For more information, visit vinoshipper.com.
