2024 Direct-to-Consumer Wine Survey Results

The document is a report detailing the findings of the 2024 Direct-to-Consumer Wine Survey, produced by Rob McMillan. It outlines significant milestones in the wine industry over the past decades, including the impact of the Judgement of Paris in 1976 and the introduction of the 'fighting varietal' in the 1980s. The report discusses the evolution of direct-to-consumer sales, particularly following the Granholm Decision in 2005, which legalized state-to-state direct sales. It highlights the current trends in consumer demographics, noting a shift away from baby boomers as the primary wine consumers. The report also addresses the challenges faced by the industry, such as oversupply and declining volume sales, while indicating that premium wines are experiencing a different trajectory. The findings suggest that wineries must adapt to changing consumer preferences and explore new sales channels to achieve growth in the coming decade. The report includes various sections covering industry backdrops, DTC channels, and tasting room dynamics.