Wine direct-to-consumer survey report

About the report

Direct-to-consumer (DTC) wine sales have grown exponentially in Australia over the last decade, emulating the growth seen in countries such as the United States where DTC sales represent a significant portion of the overall market. That growth has been documented in annual reports undertaken by various industry organisations which, in turn, has provided American wineries with essential data to assist in growing this important distribution channel.

In Australia, the value of Direct-to-consumer sales is increasingly being recognised by wine businesses. The Wine Direct-to-consumer survey aims to collect data on DTC and produce a series of key benchmarks and statistics to assist wineries develop their wine tourism and DTC activities.

Information is collected and reported on:

  • Annual wine production (9-litre cases)
  • Total and average revenue by sales channel
  • Direct-to-consumer sales
  • Cellar door operations: days of opening, facilities offered, tasting styles
  • Visitor numbers
  • Wine and loyalty clubs: membership, structure, offers
  • Customer communications and relationship management

In this report, ‘direct-to-consumer’ includes any means of selling directly to a consumer – e.g. cellar door, wine and loyalty clubs, events, winery website, phone and mail order sales.

Report summary

Key insights from the 2020 report include:

  • Direct-to-consumer sales in Australia accounted for an average of 17 per cent of a winery’s income – with DTC share increasing as winery production size decreases
  • DTC outperformed other wine sales channels in 2019-20, with 7 per cent overall value growth.
  • Cellar door was the largest channel, but lost share compared with 2018-19
  • Online sales grew by 49 per cent in value in 2019-20
  • Visitor numbers declined by 23 per cent across the year, as a result of bushfires and COVID-19 restrictions
  • Wineries made several changes to their businesses as a result of COVID-19, particularly around seated tastings, bookings and investment in websites.

About the survey

The inaugural Cellar door and direct-to-consumer (DTC) survey was conducted by Wine Australia in August 2018 as part of the Australian Government’s $50 million Export and Regional Wine Support Package. The survey was repeated in 2019 and 2020 in collaboration with Wine Business Solutions.

Over 2000 wineries in Australia were surveyed. Wineries in South Africa and New Zealand were also surveyed by Wine Business Solutions using the same questionnaire, allowing international benchmarks to be developed and compared.


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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Non-levy payers/exporters
Find out what you can purchase

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Update your account details
Non-levy payers/exporters
Find out what you can purchase