DTC Wine Shipments Fall In 2024

The U.S. direct-to-consumer (DTC) market for wine declined last year along with the broader category, as value fell 5% to $3.94 billion on a volume decrease of 10% to 6.4 million cases, according to Sovos ShipCompliant and WineBusiness Analytics.

Wines below $40 were down 15% for the year in DTC, as “continued economic pressures, including inflation, drove many consumers away from wine clubs and deterred winery visits,” according to the report. At the other end of the spectrum, wines priced above $80 showed a 2% increase.

Overall, the average price per bottle shipped increased by 6% compared with 2023, continuing a deceleration trend seen over the past few years. Wineries producing 500,000 cases or more—which account for 16% of the total DTC channel—increased average bottle prices by 13% and saw shipments decrease 18% from the prior year. Among varietals, Pinot Noir and Sauvignon Blanc fared best within the DTC market last year.—Daniel Marsteller

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.