Every winery has a different model for their revenue streams, but if you produce less than 50,000 cases you should be growing your Direct-to-Consumer Shipping.
Why? The latest research tells us that wineries this size are growing their Direct-Consumer shipping. In the 2017 Direct-to-Consumer (DtC) Wine Shipping Report, compiled by Wines and Vines and ShipCompliant, we see the following: “In 2016, the roughly 5,500 U.S. wineries that fall into “small” (under 50,000 cases) and “very small” (1,000-4,999 cases) categories accounted for 80% of the additional $392 million in the direct-to-consumer wine shipping channel.”
Plus, “90 percent of new U.S. wineries fell into the “Limited Production” (under 1,000 cases) and “Very Small Production” size and is potentially even more important, as these two categories have the highest average price per bottle shipped. Very Small production had an average bottle price of $55.52 and Limited production had a price of $50.98.”
The average price per bottle across all categories increased by 1.2 percent to $38.69 in 2016, while order volumes saw a healthy 17 percent boost. Interestingly, the only winery size segment able to mirror that growth in both price per bottle and order volume was the small winery segment.”
HOW CAN YOU INCREASE YOUR SHIPMENTS?
Are you reading this and not sure how you can increase your direct to consumer shipments? The first step of growth is to make sure you have a wine club and an email list you are regularly sending emails to. If you don’t have these two things, let’s talk. You could be missing on out on a whole section of revenue.
ALREADY HAVE A WINE CLUB AND AN EMAIL LIST?
Every winery is a set up with different revenue streams. A few of those are wine clubs, focused email marketing, eCommerce on your website, and tasting rooms. Some wine brands have an email list, but they aren’t converting. Or they have an email newsletter but they never ever mention their wine club. If you need help on crafting an email marketing strategy to get more online sales or develop a strategic wine club email series, email me at [email protected] to schedule a one-on-one.
Or do you have a wine club and forget to mention it in tasting rooms and social media? Not sure where to start? I would love to talk to you about your particular struggles and opportunities for growth. You can send me an email at [email protected] to schedule a one-on-one.