The Numbers
Number · Silicon Valley Bank · Jun 9, 2026
15.5% of wineries cut their tasting fees, and most saw little change
15.5% of wineries lowered their tasting fees last year, double the year before, and only about a quarter of them saw better visitation, according to Silicon Valley Bank's 2026 Direct-to-Consumer report. It ran in the newsletter on June 9, 2026.
What it means for you
Almost half saw nothing, or said it was too early to tell. A fee cut on its own does nothing. Decide who you're trying to pull through the door first, then price for that person.
Source
SVB 2026 Direct-to-Consumer Wine Report (450 wineries, 2025 data), Silicon Valley Bank
Other numbers from the same issue
35 points35 points separate the top and bottom wineries in the same marketSilicon Valley Bank, Jun 9, 20262%Net wine club growth fell from 13% in 2021 to about 2%Silicon Valley Bank, Jun 9, 2026$2,400A wine club member is worth about $2,400 over 34 monthsSilicon Valley Bank, Jun 9, 20266%Internet sales are stuck at 6% of winery revenueSilicon Valley Bank, Jun 9, 2026$454Napa's average direct-to-consumer order hit $454Silicon Valley Bank, Jun 9, 20262xLow-performing wineries are twice as likely to lead with discountsSilicon Valley Bank, Jun 9, 20262 to 3%Tasting room traffic is falling about 2 to 3% a yearSilicon Valley Bank, Jun 9, 2026