The 2025 SVB Direct-to-Consumer Wine Report is out – and it’s packed with critical insights for wineries eager to grow their direct sales channels. We’ve distilled it down to the most actionable points for wineries looking to thrive in today’s market:
- Wine Clubs Are Your Strongest Growth Opportunity
Wine clubs have officially surpassed tasting rooms as the primary revenue source for most wineries. Clubs not only deliver consistent revenue but also deepen customer loyalty, reduce dependence on foot traffic, and increase long-term profitability.
Are you maximizing your wine club’s potential through personalized member engagement and strategic growth initiatives?
- Smaller Wineries Excel in DTC Growth by Offering Authentic Experiences
Smaller wineries are outpacing larger ones in club membership growth by delivering intimate, personalized experiences. Consumers – especially the crucial 30–46-year-old demographic – value authenticity, community, and personal connections over traditional selling tactics.
Evaluate your tasting and membership experiences – do they genuinely reflect your brand’s unique story and values?
- Younger Consumers Want Fun, Not Formality
Wineries engaging younger wine drinkers (ages 30–46) by offering fun, social tasting experiences are finding success. Activities that combine entertainment and community, like gamified tastings or fun events, significantly boost engagement and repeat visits.
Consider how you might transform your tasting room into a more engaging, shareable experience that speaks to a younger, digitally connected audience.
- Hybrid Tasting Room Models Drive More Revenue
Most successful wineries now offer a flexible model – accepting both reservations and walk-ins. With 66% of wineries adopting this approach, it balances revenue stability from reservations with the spontaneity today’s consumers desire.
Review your appointment policies. Could you benefit from more flexibility to increase traffic and customer satisfaction?
- Strategic Discounting Outperforms Aggressive Price Cuts
While discounting has become common, successful wineries strategically leverage incentives like discounted shipping or targeted promotions without eroding their brand value.
Are your promotional strategies carefully targeted and optimized to drive revenue without damaging brand perception?
- Urban Tasting Rooms Are Important, but Winery-Based Visits Still Drive Highest Revenue
Although urban locations expand your audience reach and accessibility, traditional winery-based tasting rooms continue to generate significantly higher sales per visitor.
Are you fully leveraging your onsite tasting room to maximize average order values, club signups, and repeat visitation?
- E-commerce is Underutilized and Holds Untapped Potential
While e-commerce sales surged during COVID, they’ve since fallen sharply – but remain an underutilized asset. Many wineries haven’t fully capitalized on digital marketing opportunities to consistently drive online sales.
Have you audited your online store and digital marketing lately? Improving user experience and strategic promotion can revive your e-commerce channel.
- Successful Wineries Rely on CRM and Data-Driven Marketing
The top-performing wineries leverage robust customer data and CRM platforms to create personalized, highly targeted marketing campaigns, resulting in stronger customer relationships and higher revenue per visitor.
Is your marketing strategy backed by data and analytics? Investing in customer insights will drive higher returns on your DTC marketing spend.
The Bottom Line
The 2025 SVB Direct-to-Consumer Wine Report clearly underscores that wineries thriving in today’s complex marketplace prioritize DTC by offering things like authentic experiences, personalized club membership strategies, and flexible service models, and through data-driven marketing.
At Bin 113, we help wineries take action on these insights – turning strategies into measurable sales growth. Whether you’re looking to enhance your wine club, optimize your tasting room experience, or unlock your online sales potential, we’re here to guide you.
Ready to grow your DTC business? Let’s talk.