The Numbers
Number · Silicon Valley Bank · Jun 9, 2026
Tasting room traffic is falling about 2 to 3% a year
Tasting room traffic is down about 2 to 3% a year, with reservations falling every month on a trailing basis in every region and at every winery size, 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
Repainting the patio won't fix this. Low performers are 2.3x more likely to bet on tasting room changes as their main move, and the data says it isn't working. Treat the tasting room as the top of your funnel, not your only register.
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, 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, 2026