Direct-to-Consumer Wine Survey Report 2022
Key takeaways
01
By-appointment tastings appear permanent.
By-appointment tastings, which many feared prior to mandated COVID restrictions, have now been widely adopted.
02
Technology is rapidly making its way deeper into the industry.
Digital marketing is growing in importance both to gain club members and for direct sales.
03
Virtual tastings prove beneficial for niche groups.
While most de-emphasized virtual programs, fourteen percent of wineries grew the model citing success with corporate programs.
Virtual tastings took flight in 2020 and crashed in 2021
With Zoom burnout becoming prevalent, 67% of wineries slowed or discontinued virtual tastings in 2021. But not everyone took that approach. Fourteen percent continued or grew virtual programs, with many citing success in corporate tastings and club signups.
Direct-to-Consumer Wine Survey Report Virtual Event 2022
The report findings were discussed during a live virtual event featuring Rob McMillan, EVP and founder, SVB Wine Division. Industry experts joining him included Paul Mabray, CEO, Pix; Jessah Diaz, Marketing Manager, National Brands & DTC, Rutherford Wine Company; and Leah McNally, Senior ECommerce Manager, Ste. Michelle Wine Estates.
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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: Molly Stichter
