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2015 WBM/SVB Tasting Room Survey Report

Wine clubs continue to grow in 2015, Direct-to-consumer marketing evolves as wineries connect with customers
by Cyril Penn
Jul 2015 Issue of Wine Business Monthly
The 2015 Wine Business Monthly/Silicon Valley Bank Tasting Room Survey, which drew nearly 600 responses, shows that wineries across the country continue to build and improve upon their direct-to-consumer models. Tasting room revenues increased between 2013 and 2014 as wine clubs grew on average by a net 14 percent. Volumes and revenues were up. The average number of cases sold increased by 15 percent, while revenues were up by 18 percent. For regional break-outs, see Chart 1 and 2. These results can be attributed to a number of factors: Consumers are increasingly interested in wine; legal barriers to interstate wine shipping have been falling; the economy has been relatively stable; and wineries are getting better at connecting wit...
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