1、2025 Direct-to-Consumer Wine ReportAuthor:Rob McMillan,EVP&Founder,Wine DivisionProject manager:Stef Solaire,Credit AnalystProject analyst:Carla Schwellnus,Credit AnalystProject analyst:Elizabeth Allen,Sales Support Specialist1Introduction42Success Guide and Strategies63Direct-to-Consumer Channel124

2、DtC and Tasting Room Observations and Strategy195Walk-in vs Reservations:Rural vs Urban326Tasting Fees387DtC in the Context of Industry Evolution508Wine Club Structure,Conversion and Growth60Contents2025 DIRECT-TO-CONSUMER WINE REPORT2Rob McMillanEVP&Founder,SVB Wine D Rob McMillan is one of the top

3、 wine-business analysts in the United States and the author of Silicon Valley Banks highly regarded annual State of the Wine Industry Report,described by The New York Times as“probably the most influential analysis of its kind.”With Robs decades of experience researching the industry and working wit

4、h winery clients,his views are sought after and trusted by winery owners,journalists,entrepreneurs and investors.He is a prominent speaker,domestically and internationally,and you will find him extensively quoted in the national,regional and trade press.ForwardThere is plenty of disappointing news t

5、o go around,but despite metrics to the contrary,I see something positive.What Im referring to isnt misplaced hope or positioning the glass as 30%full.There is tangible evidence that were moving forward through this cycle and taking active steps to improve business conditions.In addition,this report

6、calls out the success smaller wineries are having negotiating change.While there is progress and we discuss some instances of success within,we arent done with this cycle just yet.But we are progressing through the stages needed to get there,accepting some harsh realities and implementing tactics to