Direct-to-Consumer Wine Report
2026
Key Takeaways
The US direct-to-consumer (DtC) wine industry is past the worst of the downturn, but a return to positive momentum is yet to materialize.
01 The steepest part of the decline may be behind us.
The rate of decline is slowing, and early signals of DtC wine market stabilization are emerging.
02 The performance gap is widening.
Top-quartile wineries grew revenue by 22% by focusing on customers and relationships versus cost containment.
03 Execution decides DtC channel success.
The variability in DtC wine industry results comes from how wineries build and maintain customer relationships.
A diverging market: price is holding while volume declines.
Overall, top-quartile wineries grew revenue by 22% while the median winery reported flat DtC wine sales performance and the bottom quartile declined by 13%. Dollar sales grew at a higher rate than cases sold showing that discounting while present, is taking place strategically.
Higher-priced wines continue to perform better than lower-priced.
Wineries competing on value are outperforming those competing on price alone. Dollar sales at higher price points are stable or growing, while lower price points are declining in both volume and revenue.
The direct-to-consumer channel remains the dominant revenue source.
Tasting room and wine club channels account for 72% of all winery DtC channel performance, concentrating both risk and opportunity.
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Written by SVB's Rob McMillan
As one of the US wine industry’s top voices, Rob assesses current market conditions and provides unique trends forecasts in two notable reports: The Annual Direct-to-Consumer Wine Report and the Annual State of the US Wine Industry Report.
