The Numbers
Number · Silicon Valley Bank · Jun 9, 2026
35 points separate the top and bottom wineries in the same market
In Silicon Valley Bank's 2026 Direct-to-Consumer report (450 wineries, 2025 data), the top quartile grew revenue 22% and the bottom quartile lost 13%, while the median winery grew zero. It ran in the newsletter on June 9, 2026.
What it means for you
Same market, same headwinds, same year. That spread is the whole story. The downturn is old news; how far apart the winners and losers have pulled in the same weather is new, and it's getting wider.
Source
SVB 2026 Direct-to-Consumer Wine Report (450 wineries, 2025 data), Silicon Valley Bank
Other numbers from the same issue
2%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, 202615.5%15.5% of wineries cut their tasting fees, and most saw little changeSilicon 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