An early reading of survey results showed that winery tasting room and e-commerce sales slumped but social media metrics increased for California wineries participating in a research project commissioned by the Direct to Consumer Wine Symposium.
Each quarter, wineries take a 10-minute survey which is analyzed by Ross Goodwin, managing partner of Bennett Valley Group, research partner for the 2013 Direct to Consumer Wine Symposium. Comparing figures for the beginning and ending of Q112 against last year’s survey of September 2011 versus September 2010:
• Tasting Room sales growth slumped from 15% to 10% growth
• E-commerce sales growth also decreased from a robust 25% to about 20%
• Twitter follower growth rose from 4% to over 12%
• Facebook likes growth also jumped from 4% to over 6%.
“This is an early indicator, of course, and it covers Q1, a slow quarter. So we will see if these trends hold up in later reports,” said Brian Baker, 2013 Chairman and V.P. of Sales and Marketing at Chateau Montelena winery. “The DTC Winery Check Up is a deal for data-hungry wineries. Participants receive free quarterly reports comparing their DTC programs to their California peers,” he added.
Wineries may sign up at any time and provide quarterly data for 2012 at http://www.dtcwinesymposium.com/survey.php