DtC Shipment Growth Leads Wine Metrics

(Wines&Vines) - Direct-to-consumer shipments in August were up 23% over last year and totaled $67 million for the month.

August marked the fourth month in a row that DtC sales exceeded levels from the same months in 2012. The sustained growth in the DtC segment was the most remarkable of all the positive industry metrics included in the latest report from Wines Vines Analytics, the new name of the wine industry data collection and analytical function of Wines & Vines.

DtC sales in past 12 months

DtC sales are also 13% higher for the past 12 months compared to the same period a year earlier, according to the Wines & Vines/ShipCompliant Model.

The majority of the total value of DtC shipments is found at the higher price points, making the channel much different from off-premise store sales. For Cabernet Sauvignon, the $100-plus segment accounts for more than $150 million of the $1.5 billion in total DtC shipments. Wines Vines Analytics focused on Cabernet Sauvignon wines during its analysis of August data.

In the off-premise category, the $5-$7.99 segment is Cabernet’s best seller, although it performs nearly as well in the next two more-expensive segments, forming a slightly concave top to the classic bell curve.  The average sales price overall is $7.36, but in 750ml bottles the average rises to $9.47.