The complete picture: a comparison report of mid-year DTC wine shipping trends
ShipCompliant, in collaboration with Wine Business Analytics, recently released their 2024 Direct-to-Consumer (DTC) wine shipping mid-year report. While this report offers valuable insights, it's important to note that it represents only a portion of the market. At Vinoshipper, we believe that combining this data with information from a wider range of wineries, including those captured in our own dataset, paints a more comprehensive picture of the DTC wine shipping landscape. By integrating multiple data sources, the industry can gain a clearer and more accurate understanding of current trends in the wine industry.
To this end, we have compiled our own mid-year data to complement ShipCompliant's findings. Our data is drawn from 2,500+ micro to small wine producers shipping from Vinoshipper online stores, clubs, and point-of-sales.
Overall, while ShipCompliant's data suggests significant challenges for wine producers, Vinoshipper's figures indicate a more resilient market among smaller and more geographically diverse wineries. Dive into the findings below:
Shipment sales volume and value
ShipCompliant
Shipment volume declined by 11% for the January to June 2024 period.
Overall value of shipments decreased by 5%.
Vinoshipper
Shipment volume declined by 1.8% for the January to June 2024 period.
Overall value of shipments increased by 2.9%.
Average bottle price
ShipCompliant
Average bottle price increased by 6% to $48.96.
Rest of California saw a 10% rise in average bottle price, the highest in the country.
Sonoma and Oregon both experienced an 8% increase.
Vinoshipper
Average bottle price increased by 4.8% to $25.93.
California has the highest average bottle price at $35, but this is down 1% from the previous year.
Oregon and Washington saw significant increases in average bottle price of 10% and 12% respectively.
Regional performance
ShipCompliant
Wineries in all regions noted a decline in both volume and value.
Central Coast experienced the most significant changes (-14% volume, -9% value).
Rest of the US had the smallest decline in volume (-5%).
Rest of California had the smallest decline in value (-1%).
Vinoshipper
33% of states saw an increase in volume.
44% of states experienced a value increase.
New York and Michigan volume increased 7% and 8% respectively.
Colorado and Ohio value increased 21% and 22% respectively.
Top destination states
ShipCompliant
California maintains its position as the top destination state with a 29% share.
No positive volume growths among the top 10 destination states.
Small-volume states like Alabama (20%) and Arkansas (1%) saw increases in volume.
Vinoshipper
California is also the top destination state, but with 7.7% of volume and 9.9% of value share (slightly down from a volume share of 8.1% in 2023).
Six of the top 10 destination states showed growth in volume.
Eight out of the top 10 destination states saw positive value increases.
Alabama and Kentucky continue to grow as destination states. They are the two of the most recent states to allow for DTC wine shipping.
Varietal performance
ShipCompliant
Top four wine types, that account for 54% of total volume shipped (Cabernet Sauvignon, Pinot Noir, Chardonnay, Red Blend), saw negative value growth (ranging from -3% to -6%).
White Blend (3%), Cabernet Franc (13%), Fumé/Sauvignon Blanc (2%), and Sangiovese (11%) saw volume increases.
Pinot Grigio had the largest volume decline at -24%.
Cabernet Franc led with a 26% increase in value.
Vinoshipper
Top four wine types, that account for 28.4% of total volume shipped (Cabernet Sauvignon, Pinot Noir, Chardonnay, Red Blend), all saw value growth, ranging from 5% to 18%.
Riesling (17%), Sauvignon Blanc (10%), and Syrah/Shiraz (14%) showed significant volume increases.
Rosé experienced the largest volume decline at -18%.
Tempranillo led with a 54% increase in value.
As our analysis demonstrates, no single report can fully capture the complexities of the DTC wine shipping market. The U.S. wine industry is inherently diverse and multifaceted, with different segments experiencing varying trends and challenges.
By examining data from diverse sources such as ShipCompliant and Vinoshipper, and understanding the specific industry segments each company serves, stakeholders can develop a more comprehensive view of current market trends. The differences between these reports aren't contradictions, but rather reflections of the rich diversity within the U.S. wine industry. As the wine industry continues to evolve, this holistic approach to data analysis will be important for informed decision-making and strategic planning across all segments of the market.
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