Videocast: Secrets for Growing Direct-to-Consumer Wine Sales 2017 (On Demand)

On May 17, 2017, SVB's Wine Division hosted a live videocast discussion of trends in direct-to-consumer wine sales focused on growth trends and strategies. The discussion was led by Rob McMillan, Founder of SVB's wine practice, and featured industry experts Liz Mercer, Key Account Director, Wise Academy, Mary Jo Dale, Vinventions/Nomacorc, Cyrill Penn, Editor in Chief of Wine Business Monthly.

The panel discussed some of the findings and compilation of responses from almost 850 wineries. Watch the video replay for expert analysis of the following topics:

  • Conversion rates of buyers
  • Impact of venue choice on tasting room success
  • Regional tasting room comparisons
  • Club metrics

Watch secrets for growing direct to consumer wine sales video


  • Rob McMillan, EVP and Founder of SVB's Wine Division
  • Liz Mercer, Key Account Director, Wise Academy
  • Mary Jo Dale, Marketing Director, Americas, Vinventions/Nomacorc
  • Cyril Penn, Editor in Chief, Wine Business Monthly

Learn more about Silicon Valley Bank's Premium Wine Division

About the Author

Rob McMillan is one of the top wine-business analysts in the United States and the author of Silicon Valley Bank’s highly regarded annual State of the Wine Industry Report. With decades of experience researching the wine business, his views are sought after and trusted by winery owners, journalists, entrepreneurs and investors. He is a prominent speaker, both domestically and internationally, and he is extensively quoted in national, regional and trade press. He has also been named several times as one of the Top 50 Most Influential People in the US wine industry.

Rob’s banking career has spanned 35-plus years — more than 25 with Silicon Valley Bank. In that time, he has held positions of increasing responsibility, including division manager of the Wine Group, executive manager of the bank’s Commercial Division and several years as a member of Silicon Valley Bank’s Managing Committee. He is currently responsible for establishing new winery relationships and offers private management presentations and strategic consulting to the bank’s clients across the portfolio.

Rob received a bachelor’s degree in finance/economics from Sacramento State University and an MBA from Santa Clara University’s Leavey School of Business. He has served on boards in diverse industries and continues to be an advisor to wineries and industry associations across the wine business.

Rob is a father of two. He enjoys the outdoors, travel and golf and takes any opportunity to play percussion and drums in live settings.