SVB: It’s Time for the Wine DTC Channel to Evolve, Again

Dear Client:  For small, premium wineries the direct-to-consumer channel still represents more than 70% of total revenue. Of that 70%, about 27% of sales are in the tasting room and 28% are from the wine club, according to the 2026 SVB Direct-to-Consumer Report, released yesterday.  "Tasting room and wine clubs continue to represent the core of the premium wine business, but the channel is under pressure by declining visitation and shrinking club membership," writes Silicon Valley Bank wine division founder