The Data: Wine DtC Shipments and Off-Premise Retail (January 2020 Special Report)

Delaney McDonald
February 22, 2021

The wine market is in greater flux than ever as producers, retailers and consumers navigate the impacts of a global pandemic. Keeping a pulse on marketplace data has never been so important given these shifting dynamics.

Nielsen is collaborating with Wines Vines Analytics and Sovos ShipCompliant to provide a much more comprehensive view of the U.S. off-premise wine category than ever previously available, with a data product that enables both separate and combined views of retail off-premise sales and direct-to-consumer (DtC) shipments. 

Here are some highlights from the most recent data, along with commentary from Nielsen consultant Danny Brager.

DtC Shipments

  • DtC shipments reached $3.7B and 8.4M cases shipped.
  • The regions of Sonoma and Oregon had the highest growth in both value and volume in January.
  • In January the price tier of $11 to $30 reported the best growth rates.

Retail off-premise

  • Retail off-premise sales reached $21B and 212M cases.
  • All price tiers above $11 continued to grow rapidly, and the difference between value and volume was the highest it’s been over the last year.
  • In January the standout growth varietal leaders were Rosé and Sparkling, followed by Sauvignon Blanc.

Interested in knowing more (e.g., by price tiers, varietals, origin, winery size, geography)? Contact Danny Brager at danny.brager@nielsen.com.

Take Action

Download the Direct-to-Consumer Wine Shipping Reporting for an in-depth look at the 2020 DtC wine shipping market. 

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