Survey seeks to identify best practice in direct-to-consumer wine sales

Wine companies are being encouraged to participate in Wine Australia’s inaugural Cellar door and direct-to-consumer survey to build understanding of this rapidly growing area and to help develop best practice customer engagement.

Wine Australia chief executive officer Andreas Clark said that, in 2017, the Small winemaker production and sales survey found that direct-to-consumer (DTC) sales channels accounted for 43% of total sales revenue for Australia’s 2000+ small winemakers, with cellar door the strongest growing channel.

“Wine businesses were found to be making significant investments in tourism-related offerings and developing a range of alternatives to traditional cellar door tastings,” Clark said.

“However, there is very little in-depth information available on DTC total sales, cellar door visits, conversion rates, wine club retention rates and other benchmark statistics that can help wineries develop strategies and assess their performance in these profitable and growing channels.”

This survey delivers on an initiative of Wine Industry Suppliers Australia (WISA) and will be used to develop a series of key benchmarks and statistics to assist wineries in the development of best practice wine tourism and DTC activities.

“It’s important for producers to benchmark themselves to improve overall performance, make informed business decisions and manage factors that affect consumers’ demand, loyalty and preference for their wine brand,” Clark said.

“This survey will provide meaningful and actionable insights for wine producers throughout Australia and will be an essential tool when building long-term sales strategies.”

WISA Executive Officer Matt Moate said the research was imperative to define the capability gaps in Australian direct-to-consumer wine sales.

“The supply sector will be able to utilise this data to deliver opportunities to accelerate producers’ knowledge and skills resulting in a new level competitiveness in this space,” he said.

The survey incorporates and expands on Wine Australia’s annual Small winemaker production and sales survey and respected social research company Harrison Research will undertake the inaugural 2018 survey on behalf of Wine Australia.

Wine companies will receive a link to the survey next week  (w/c 13 August 2018).

The survey will be anonymous, with the information presented in a report that will be published using aggregated, de-identified data.

The report will be released at WISA’s inaugural Wine Industry Impact Conference – Making a Direct Impact, which will bring wine producers, marketers, salespeople and their suppliers together in Adelaide on Thursday 18 October to focus on the burgeoning DTC sales channel in Australia.

All survey participants who provide their details will receive a copy of the survey and will be entered in a draw to receive one of four complimentary full registrations to the Making a Direct Impact conference, (including one night’s accommodation in Adelaide).

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