2024 Direct-to-Consumer Wine Survey: Report, Results and Benchmarks

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Key takeaways

As a new generation emerges as the dominant wine consumer, what milestones will shape the industry?


Increased visitation returning to wine country.

The modest increase in visitation seen in late 2023 will likely continue throughout the summer.


Club member acquisition sources continue to diversify.

Email acquisition remains effective while digital strategies beyond social media are gaining momentum.


Variable tasting fees can attract new consumers during slow periods.

Fees, products and entertainment tailored to entry-level consumers may help revive quieter tasting room times.