SVB: A Deep Dive into Wine Clubs

Dear Client: The direct-to-consumer channel has become increasingly important for smaller, premium wineries, and presents a continued opportunity for growth.  Earlier this week, Silicon Valley Bank released its 2025 Direct-to-Consumer Wine Report, breaking down the DTC channel as well as different strategies.  SVB wine division founder and report author Rob McMillan said on the report's accompanying webinar that "the big discovery for us" was that wineries with 70% of their business through DTC (from tasting room, clubs, etc.) "were actually