2026 Direct-to-Consumer Wine Report

Silicon Valley Bank

Rob McMillan

Research

57 Pages

Silicon Valley Bank examines how the direct to consumer wine channel is navigating a difficult demand environment while revealing why some wineries continue to grow. Data from 450 wineries shows a widening performance gap, with top operators posting 22% revenue growth even as overall market conditions remain challenging.

Key Takeaways

Performance Gap Widens: Top quartile wineries grew revenue by 22%, while the bottom quartile declined 13%, and the median winery reported no growth.
Traffic Isn't Everything: Tasting room and wine club channels account for 72% of direct to consumer revenue, making execution and customer retention critical differentiators.
Visitation Still Weak: Reservation growth averaged -2.12% year over year, suggesting demand pressures persist despite signs that the industry's decline is moderating.
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