While 2023 is already here, it’s important to look back on 2022 and learn where we can improve for the year ahead. How were sales? What changes did we see in the industry? Most importantly - how can we plan for a successful new year?
With every new year comes new trends across channels, new ways of buying, and having to adapt with the industry and buyers. Let’s take a look at 2022 through winery data across all DTC sales channels.
Sales by Region and Channel
Overall, it has been a steady year for the industry, for all regions, overall DTC sales are +6% from 2021 to 2022.
Tasting room sales are +14% in Sonoma and 13% in Napa
Wine Club sales are up and Texas takes the lead in Wine Club sales +20% from the previous year. Oregon was up 14% compared to 2021.
Texas had the highest overall DTC sales increase at 9% across all channels
Online Sales Analysis
Online sales are slowing with all regions trending downwards. Ecommerce sales are down -17% compared to 2021.
Wine Club Metrics
The good news is that overall Wine Club sales were up by 12% across all regions however, when we dig into it - there are some concerning metrics we wanted to highlight so that wineries can plan proactively.
With a large amount of signups in 2021 - we saw sales increase from those members in 2022. In 2022, club sign ups were down -3.10% meaning, this could impact 2023 WC sales. Additionally, we saw no growth in active members and wine club attrition has increased by 14%. With half of DTC sales originating from wine club membership sales this could be an issue for overall DTC sales in 2023.
Tasting Room Analysis
Tasting room sales are up 7% for all regions, compared to the 68% growth from 2021 vs 2022.
While 2021 vs 2022 saw a big increase - keep in mind tasting rooms were also reopening in 2021. However, this number still shows signs of slowing and that people are not looking to purchase wine at the tasting room. Let’s dive into some other metrics that can help explain:
Tasting Room Wine Order Conversion Rate
We saw TR Wine Order Conversion Rate decline from 52.70% in 2021 to 49.80% in 2022.
Tasting Room Club Conversion Rate
TR Club Conversion also saw a decrease from 6.80% in 2021 to 6.60% in 2022 which shows tasters are more reluctant to buy wine and sign up for clubs.
Number of Tasters 2022 vs 2021
Q1 was extremely strong for wineries with reopening from 2021 - in fact, number of tasters were up by 64.30% in Q1 2022. However, year-over-year there was a serious decline in traffic with the number of tasters going down as the year was progressing:
Q2: - 3.30%
Q3: - 9.20%
Q4: - 8.00%
When you look at all of the metrics - the good news is that DTC sales are still up by +6% BUT we can’t ignore that the metrics show ecommerce sales are down, new sign ups are falling flat, visitors are buying less wine in the tasting room, and visitors are less likely to convert into club members.
While this can feel discouraging it also provides an opportunity for wineries. It’s time to be proactive and strategize, create goals for the year ahead, plan with staff and understand why conversions and sales may not be happening, and most importantly, make sure your winery is tracking key metrics and sales across DTC channels to stay ahead and identify club members and customers at risk ahead of time.
How WinePulse can help
WinePulse is the leading DTC reporting solutions for wineries. With 175+ winery clients utilizing the platform, WinePulse includes 80+ analytics reports and 14 dashboards to easily track tasting rooms, wine clubs, events, eCommerce, and email data. Schedule a demo to learn more.