![]() When almost every other consumer product is available internet easy, internet quick, why should wine be excluded? Making these popular premium wine brands affordable DTC could represent a huge boost to wine producers’ sales and a great convenience to the everyday wine drinker. As Rob McMillan says, “You can lose the cost of shipping when you are talking about a $300-plus case of wine, but not $120.” It simply doesn’t make sense to order online a popular premium wine brand priced from $10-$15, where a good bulk of the wine drinkers live. wine market, the cost of shipping a case of wine is a huge limiting factor.Ĭonsider that it costs about $40-$60 to ship a 12-bottle case of wine. While websites that shipped wine directly to consumers were estimated to generate about $2 billion in sales last year, only a fraction of the $60 billion U.S. Taking the juice out of bottles and putting it into lighter, more convenient to ship packages will open up a whole new path for wine producers and marketers to reach the consumer. For wine producers, large and small, developing an effective DTC strategy could put them on the fast track to growth. DTC is trending fast, as growth in the segment has gone from 49% in 2012 to 59% in 2016. It's really their only viable path to market,” he writes.īut DTC distribution isn’t only a matter of survival for small wineries, but a big growth opportunity for big producers as well. “It's hardly an exaggeration to say that Direct to Consumer sales are required for the survival of small family wineries now. Rob McMillan, EVP of EVP and Founder of Silicon Valley Bank’s Wine Division and author of its annual State of the Wine Industry report, points to the tremendous opportunity that DTC wine sales represents. In this Amazon age, direct-to-consumer wine is the wave of the future. By taking bottles out of the equation, alternative packaging offers wine producers a quick, easy and, in Trader Joe’s terms, a simpler way to get wine to consumers. It also offers wine brands a much more efficient, lower-cost way to get their juice into the hands, and mouths, of their customers. New packaging opens wine drinkers up to new wine drinking experiences. And it’s that quality of being easily transportable, and consumers’ willingness to think outside of the bottle, that wine producers need to take notice.Ĭanned wine, or more broadly wine packaged in innovative ways, is something wine drinking consumers have been waiting for. Wine in cans can easily go where bottled wines can’t, on picnics, to the beach, poolside and patio. ![]() More mature traditional wine drinkers are flocking to it too because it offers a new alternative to enjoy their beverage of choice. Yet Trader Joe’s isn’t selling Simpler Wine four-packs only to the next generation.
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