Direct-to-Consumer Wine Survey Report 2021
Key takeaways
01
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.
02
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.
03
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.
Direct-to-Consumer Wine Survey Report Virtual Event 2021
The report findings were discussed during a live virtual event featuring Rob McMillan, EVP and founder, SVB Wine Division. Industry experts joining him included Aileen Sevier, VP of Strategy and Marketing, Early Mountain Vineyards; Janiene Ullrich, Direct to Consumer EVP, The Family Coppola; and Paul Mabray, CEO, Pix.
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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 a unique trends forecast in his annual report. Project Lead: Ethan Harkleroad
