Direct-to-Consumer Wine Survey Report 2021
Tasting Rooms are losing mindshare to Club and ecommerce
Long-simmering ecommerce trends exploded during the Pandemic, proving there is a viable digital path to the consumer.
Club memberships do not have to be sold in the tasting room
Twenty percent of new club memberships came via digital channels for the first time.
Zoom tastings take the experience to the consumer
With closed and restricted tasting rooms, wineries went virtual with new experiences that engaged consumers away from the tasting room.