2023 Direct-to-Consumer Wine Survey: Report, Results and Benchmarks

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Key takeaways

With the industry normalizing post-COVID, what learnings are important to drive future success?


Visitation is notably off during the past year. Should we be worried?

Our belief is the trend has more to do with normalization post-COVID. We anticipate an increase in 2024.


By-appointment tastings appear permanent.

By-appointment tastings, which many feared prior to mandated COVID restrictions, have now been widely adopted.


Relying solely on the tasting room as your only means of attracting club members is a sub-optimal strategy.

The industry needs to wean itself from the overdependence and chokepoint of the tasting room. Acquisition of club members via digital methods is one method to do so, and a growing trend for successful DTC companies.