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Vin65 Blog

DTC wine thoughts served up by Vin65

April 18, 2017 | Jim Agger

Break Into the Top 20% of Wineries

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What does it take to break into the top 20% of wineries selling DTC? We analyzed 9 million DTC sales transactions worth $1.8 billion across 1,200 wineries to find out. Here's what we learned about what makes the top 20% different, and how you can be like them. 

When we consider what factors contribute to a winery's success selling wine direct-to-consumer, popular suggestions include high wine scores, favorable tasting room location, bottle price or large production size. However, when we analyzed data across 9 million DTC transactions worth $1.8 billion from 1,200 wineries, none of those things correlated with a winery's success selling wine online. That's pretty good news if you're a wine club or tasting room manager, since most of those factors are outside your control. Even better is the fact that the factors that DID differentiate the top wineries are all things you can impact today. Here's what they are:

  • 4X the Email List: The top 20% of wineries have an email list four times the size of the bottom 80%.
  • 3X the Ecommerce Sales: They do triple the amount of ecommerce sales.
  • $100+ Greater Average Order Value: Their AOV is much higher - and it's not because their wine is more expensive. It's because they've mastered the art of the upsell.
  • 1/2 the Shipping Fees: They charge 50% less for shipping as a percent of total sales.

The next logical question is: how can I become more like the top 20% of wineries? That's exactly what we lay out in our latest eBook. Using proprietary data and interviews with some of the fastest growing wineries using Vin65, we've put together a list of five ways you can put your winery on the path to breaking into the top 20%.

Break into the Top 20% of Wineries. Download Your eBook.

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