The Numbers
Number · Silicon Valley Bank · Jun 9, 2026
Napa's average direct-to-consumer order hit $454
Napa's average direct-to-consumer order hit $454, Sonoma's $267, and the overall average sat around $152, 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
Dollar sales are holding up better than case sales because the people who do show up spend more. There's a hard limit to how long that can cover falling traffic. Push conversion and spend per guest, and don't pretend the door count doesn't matter.
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, 20266%Internet sales are stuck at 6% of winery revenueSilicon 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