Are you Irrelevant to the New Consumer?

I hit my drive this far from the hole.

When released, the SVB Annual State of the Wine Industry Report gets wide coverage both domestically and internationally. In concert with the release, we also present a live videocast of the report, followed by the on-demand replay.

Despite a full hour of content from the original telecast, every year viewers ask for more content and added sessions. That's been hard to schedule but we're trying something new this year.

Last Chance to Get 2018 DtC Metrics

The Direct-to-Consumer Wine Sales Survey closes March 23

 

Take the survey

How do you know you are performing at the top of club performance, or even above the average? What percent of revenue, relative to total revenue do your neighbor wineries produce from just the tasting room or just the club? If I asked you how many wineries pay for data capture within their comp structure in the tasting room, what would be your guess? What percent of revenue comes in through web sales in your region?

What's the reserve tasting fee in your region? How about the average tenure of a club member sorted out by average bottle price? Would it help to know the average gain in club members in your AVA last year?

What Will the Wine Business Look Like in 2028?

I've recently been thinking about the changing metrics we've had available to manage the wine business over the years. What metrics existed 30 years ago for small wineries? How was wine sold then? What was the atmosphere like? How did we get information?

With daylight savings time upon us, I also started daydreaming today while looking out at the pool and thinking about summer. That brought me back to a trip to Mexico I took 40 years ago, so Mexico met up with metrics in this post as I pondered what direct sales will look like in 2028.

In 1988 my wife won a sales contest at work that provided for an all-expenses-paid three days at the Fiesta Americana in Puerto Vallarta. I had never been to a foreign country before, except Canada and I didn't count Canada as foreign. But Mexico? Well going there would make me an official world traveler!