The Numbers
Number · Silicon Valley Bank · Jun 9, 2026
Internet sales are stuck at 6% of winery revenue
Internet sales are stuck at 6% of winery revenue and slid below pre-COVID levels, 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
That's a wide-open lane. The wineries getting ahead take the brand to the customer: traveling club events where members live, virtual tastings, shipped tasting kits, private dinners, and corporate partnerships. Pick one or two.
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, 202615.5%15.5% of wineries cut their tasting fees, and most saw little changeSilicon 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