Will You Sell More Wine in 2016?
Annual wine industry reports are out, showing past performance of the wine market and predicting future trends. How is your winery doing compared to your competitors? Here are recent articles and resources we’ve found useful in planning for 2016.
1. The Economic Impact of the Wine and Grape Industries
on the Oregon Economy
by Full Glass Research
An inch thick document with lots and lots of tables and charts covering the 2013 vintage. Very useful for loan applications and business planning.
Takeaways? Things are good, growth is positive, overall the Oregon wine industry contributes $1.4 Billion to the state’s economy. Covers acreage, production numbers, associated industries, vineyard statistics, taxes, sales channels.
Most interesting statistic for me? In 2013, only 24% of Oregon wineries’ bottled wines were sold direct to the consumer. That leaves a lot of room for tasting room, wine club, and online sales growth – and increased profits.
2. 2016 Direct to Consumers Wine Sales Report
by ShipCompliant (covers the year 2015)
What an eye opener. ShipCompliant’s annual DTC sales report helps wineries handle reporting and compliance for all legal states. With access to the shipping reports of a substantial percentage of US wineries, they are in a unique position to compile sales data for direct to consumer wine shipments. This report is a treasure trove of information.
In 2015 Pinot Noir grew in volume more than any other varietal.
2014 was a particularly good year for Oregon.
“The big story in direct shipping in 2014 is Oregon,
which saw its wineries push monumental growth
in both the volume of wine they shipped direct
to the consumer and in the value of those shipments.”
- Shipments from Oregon wineries explode.
Shipments increased 46% in volume, 53% in value.
- Pinot noir was the varietal standout in 2014.
Shipment of Pinot noir increased 22% in 2024.
- The value of Pinot noir shipments has increased 94% since 2010.
And price per bottle increased by 9%.
- 59% of shipments go to five states:
in order, California, Texas, New York, Florida, and Illinois
In 2015, Oregon moved from 13th to 9th of the top ten wine shipping destinations, indicating a growing market for online wine sales in the state.
3. LIVE 2nd Annual Report
A useful summary of LIVE’s work in the past and new directions.
With 300 vineyard and 50 winery members, LIVE is expanding with a marketing initiative in 2015. Useful information on membership, trends, certification, biodiversity.
4. State of the Wine Industry 2015
Silicon Valley Bank
A national survey with a heavily California focus, Silicon Valley bank looks at the wine industry from the perspective of the economy and investment trends.
- Higher priced wines will go up, lower priced wines will go lower.
- Direct to consumer sales continue as the largest growth channel for most wineries.
- Water conditions will limit planting and production.
- Sales of wines priced over $20 are higher. “Trading up” is a clear trend.
- Oregon and Washington are showing strong growth in new plantings compared to California.
- Stronger US dollar = cheaper imports.
Compiled by Jean Yates