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VinQuest 2018 - U.S. Consumer Direct Wine Sales Report

VinQuest 2018 - U.S. 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 eleventh 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™ 2018 survey of 90 wineries in 19 U.S. states. Results include estimates of consumer direct wine sales via tasting room, events, wine club, internet, direct mail & telesales.
NEW EXCLUSIVE DTC Sales Performance Index identifies best practices by rating 40 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 performance benchmarks for Napa, Sonoma, Oregon, Washington and East Coast wineries.


Executive Summary

Research Methodology

Summary of Key Findings

DTC Channel Benchmarks

Tasting Room Benchmarks

Wine Club Benchmarks

Ecommerce Benchmarks

Sales Incentives & Training

DTC Marketing Benchmarks

DTC Technology Profile

Detailed Survey Results

Winery Production Volume

Winery Location by State

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 Options

Tasting Room Sales Growth

Tasting Room Technology Use

Tasting Room Sales Conversion

Sales Commissions Paid

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 Club Membership

Barriers to Wine Club Sales Growth

Ecommerce Sales Growth

Sources of Ecommerce Sales

Ecommerce Technology Use

Marketing Lists & 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

Sales Training for Tasting Room Staff

Sales Commission for Tasting Room Staff


Analysis of Best Practices

Channel Sales & Pricing

Sales & Marketing Practices

Sales Training Practices

DTC Sales Performance Index


Regional Comparisons – Key Performance Metrics

VinQuest 2018 Survey Questions

Conclusions: Insights & Action


81 pages.  Electronic download only - no hard copy


SKU VQ18Report
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