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 226 wineries in 19 U.S. states. Results include estimates of consumer direct wine sales via tasting room, events, wine club, internet, direct mail & telesales.
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.
TABLE OF CONTENTS
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
Automated Email Marketing
PreferencePro - Classic Edition
SecureWineShop™ Ecommerce
Wine Marketing Research
