March 26, 2024 – Napa Valley, California — Do you know which features or perks keep your wine club members loyal and engaged? Are your direct to consumer (DTC) strategies working effectively? These are just a few of the topics that will be explored in a new Wine Market Council (WMC) survey that will be launched this Spring 2024 for WMC winery and regional association members.
The Wine Club/DTC Benchmark Survey is conducted every 5 to 7 years for WMC members, and allows them to gather valuable feedback and insights from their wine club members, as well as to benchmark their confidential findings against the larger pool of participants.
“At St. Supery, we found this to be a very valuable survey for us,” stated Emma Swain, CEO of St. Supery Estate Vineyards and Winery. “Because of the results from the last survey we participated in, we were able to make some useful updates to our wine club and DTC offering that have improved our customer relationships and retention.”
The survey is in the final stages of development, with the questions approved by the WMC Research Committee, who are members of WMC. It will be launched in several waves during the months of April and May, with a final completion date of June 15. After this, the results will be disseminated to individual wineries, along with the cumulative results, which will allow wineries and trade associations to benchmark themselves against others – in an anonymous fashion.
Wine Club/DTC Benchmark Survey Free to WMC Members
Participation in the survey is free to all WMC winery and trade association members. Small wineries (less than 100,000 cases) each receive one complimentary survey; larger multi-winery companies (100,000+ to 1 million cases) may obtain two complimentary surveys; and companies over 1 million cases receive complimentary surveys for up to three wineries. Members can purchase additional surveys for a fee. Trade associations can participate on a regional or state basis, receiving one survey link for all their members.
Join Wine Market Council and Participate in the Survey
Interested in participating in the Wine Club/DTC Benchmark survey? Consider joining Wine Market Council (WMC), a non-profit trade organization. Membership starts as low as $400 per year, depending on the size of your organization.
Members have access to cutting-edge research on the U.S. wine consumer, along with member webinars, newsletters, access to data files and statistics, and other benefits, such as the Wine Club/DTC Benchmark survey. Members include wineries, distributors, growers, importers, regional, national, and international trade associations, and affiliates.
WMC is a non-profit organization powered by members with an interest in advancing the U.S. wine market and industry. Established in 1996, the mission of WMC is ‘to be the leader in forward-looking market research on U.S. wine consumer buying habits, attitudes and trends.’ For more information on membership and costs, please see https://winemarketcouncil.com/join/.
