The 2022 Direct-to-Consumer Wine Survey Report by SVB provides insights into the state of the wine industry. The report highlights that digital strategies, such as internet sales and virtual tastings, have become increasingly important due to COVID restrictions on tasting rooms. In 2020, internet sales exploded while tasting room sales were hurt. In 2021, internet sales remained resilient, shrinking only 1%. Wine club sales also benefited from new practices and exceeded their pre-COVID share of direct-to-consumer sales. The report also provides information on pricing and discount structures for virtual tastings. Overall, the report provides valuable benchmarks for the wine industry to improve their direct-to-consumer strategies.
