Why (and How) Wineries Should Invest More Behind 3-Tier E-comm

Dear Client:  The wine industry has a huge leg-up when it comes to e-commerce. Indeed, Rabobank estimates that wine accounts for 62% of total online alcohol sales off-premise, and even if you exclude online direct-to-consumer sales, wine is still the category leader at 48% market share.  Rabobank analyst Bourcard Nesin posits that the e-commerce channel, particularly three-tier e-commerce, "represents the [wine] category's most powerful advantage over beer and spirits as wine brands seek to forge a connection with younger consumers," per