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VinQuest 2017 - U.S. East Coast Consumer Direct Wine Sales Report

VinQuest 2017 - U.S. East Coast Consumer Direct Wine Sales Report
VinQuest™ is the wine industry’s annual survey to measure the size and dynamics of the U.S. consumer direct sales channel.

Now in its tenth year, the VinQuest research project has produced one of the largest and most widely used sources of consumer direct sales data in the U.S. wine industry.

This report includes complete detailed results from the VinQuest™ 2017 survey of 90 wineries in 19 U.S. states. Results includes estimates of consumer direct wine sales via tasting room, events, wine club, internet, direct mail & telesales.
NEW EXCLUSIVE DTC Sales Performance Index indentifies best practices by rating 32 DTC sales and marketing tactics according to relative impact on tasting room, wine club and online sales growth.

An executive summary is provided, along with detailed response data for each survey question and proprietary comparisons of performance metrics by winery size and location.  Includes detailed regional averages for New York, Virginia, Maryland and Pennsylvania wineries.


Executive Summary

Research Methodology

Summary of Key Findings

East Coast Sales Channel Mix

DTC Channel Performance

Tasting Room Performance

Wine Club Performance

Ecommerce Performance

Sales Incentives & Training

DTC Technology Profile

DTC Marketing Performance

Detailed Survey Results

Winery Production Volume

Winery Location by State

Out-of-State Sales

Sales Channels Used

Fastest Growing Sales Channel

Percent Direct to Consumer

Average Direct Pricing

Consumer Direct Sales Growth

DTC Wine Sales Methods

DTC Channel Sales Mix

Marketing Methods & Results

Tasting Room Visitor Count

Tasting Room Sales Growth

Tasting Room Sales Conversion

Tasting Room Technology Use

Tasting Room Sales Commission

Contact Information Bonus

Sales Training

Barriers to Tasting Room Sales Growth

Wine Club Membership

Wine Club Sales Growth

Wine Club Technology Use

Wine Club Signup Bonus

Length of Wine Club Membership

Barriers to Wine Club Sales Growth

Ecommerce Sales Growth

Sources of Ecommerce Sales

         Ecommerce Technology Use

Direct Marketing Lists & Contact Frequency

Barriers to Online Sales Growth


Detailed Performance Benchmarks

Total DTC Wine Sales

DTC Wine Sales Growth

DTC Channel Sales Mix

Tasting Room Sales

Tasting Room Visitors

Wine Club Sales & Growth

Wine Club Membership

Ecommerce Sales


Best Practices

Channel Sales & Pricing

Sales & Marketing Practices

DTC Sales Performance Index


Regional Comparisons – Key Performance Metrics


VinQuest 2017 Survey Questions


Conclusions: Insights & Action


75 pages.  Electronic download only - no hard copy


SKU VQ17Report
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