June 1, 2026 — UK wine producers are being invited to take part in a new industry-wide study benchmarking how the country’s wineries sell direct to consumers, launched today by wine commerce platform Marzipan.
Direct-to-consumer (DtC) sales account for roughly 30% of UK wine revenue, according to WineGB data on English producers, compared to 68% across the Atlantic in the United States. WineGB’s annual industry report tracks DtC as a share of total sales. But the day-to-day of selling direct is harder to compare: how wine clubs perform, what customers spend at the cellar door, how producers acquire and retain customers.
The State of UK Direct-to-Consumer Wine Commerce 2026 report aims to fill that gap, publishing benchmarks across cellar door, online, wine club and events channels, drawn from responses by producers across the UK.
“We wanted to put real benchmarks in the hands of every UK producer, for free. This first edition sets a baseline and gives producers something to measure themselves against, and as it runs year on year we’ll be able to show how the UK direct-to-consumer market is changing. The more wineries who take part, the more useful it is for everyone,” said Adam Wood, founder of Marzipan.
The study covers DtC sales mix, cellar door practices, wine club performance, customer demographics, and 12-month growth expectations. Findings will be published in November 2026 and made freely available to the industry.
The survey takes no more than 10 minutes to complete. Individual responses are kept confidential and reported only as aggregated benchmarks. Wineries that contribute will receive the full report ahead of the public release.
Take the survey: https://marzipan.co/state-of-uk-dtc-wine-commerce
Survey closes: 31st July 2026
