This blog was last updated on August 1, 2025

As wine lovers raise a glass to celebrate National White Wine Day on August 4, we’re taking a look at how white wines—particularly Chardonnay and Sauvignon Blanc—have performed in the direct-to-consumer (DtC) shipping channel over the past three years.

While the DtC market has faced economic pressure and shifting consumer behavior, these two white varietals have shown notable resilience and, in some cases, surprising growth. Drawing from the 2023, 2024 and 2025 Direct-to-Consumer Wine Shipping Reports (published by Sovos ShipCompliant in partnership with WineBusiness Analytics), here’s how these white wines have weathered the industry’s ups and downs—and what these trends signal for the wine industry in 2025.

Market Pressures Reshape the DtC Wine Channel

Over the past three years, the DtC wine shipping channel has experienced steady year-over-year declines in both volume and value. After a 10.3% drop in volume in 2022, shipments fell another 6.5% in 2023 and 10% in 2024—the sharpest decline recorded in the 16-year history of the DtC wine shipping report. Value followed suit, slipping 5% in 2024 to $3.94 billion, despite average bottle prices climbing to a record $51.20.

Lower-priced wines (under $40) were hit hardest, but the slowdown impacted nearly every region, winery size and varietal. Despite these challenges, white wines—especially Chardonnay and Sauvignon Blanc—continued to resonate with consumers, demonstrating notable strength amid a declining DtC landscape.

Chardonnay and Sauvignon Blanc Defy the Decline  

White wines have held especially strong in California’s top producing regions, with Sonoma and the Central Coast standing out. These regions have adapted their pricing strategies to account for inflation, while also appealing to consumers looking for freshness, food-friendliness and relative value compared to premium red wines.

Sonoma County has leveraged Pinot Noir and Sauvignon Blanc to drive DtC performance. Despite a 12% overall volume drop in 2024, the county saw bright spots in its white wine program, particularly through increased average bottle prices and growing Sauvignon Blanc demand.

The Central Coast wine industry, long praised for their quality-to-price ratio, continued to ship significant volumes of both Chardonnay and Sauvignon Blanc. In 2024, Sauvignon Blanc’s surge helped offset broader volume declines in the region, even as total volume declined 9% year-over-year.

Chardonnay:  A Pilar of Stability in DtC Wine Sales

As one of the most widely produced and shipped white wines, Chardonnay has remained a core varietal in the DtC channel, consistently appearing among the top five wines shipped from regions like Napa, Sonoma and the Central Coast.

In 2022, Chardonnay shipments softened alongside the broader market, but its long-standing popularity kept it firmly entrenched in the DtC mix. The 2023 report (reflecting 2022 data) noted across-the-board shipment declines, yet Chardonnay maintained its volume leadership among white wines.

In 2023, Central Coast Chardonnay stood out. Even with economic pressure and a general decline in shipments, Central Coast wineries saw only an 8.6% drop in Chardonnay volume, while the value of those shipments rose 6.5%, driven by a 16.6% increase in average bottle price to $43.11. This suggests that even as consumers tightened their wallets, they continued to invest in premium, well-known white wines.

Chardonnay’s sales performance across top-producing regions like Napa, Sonoma and the Central Coast highlights its enduring appeal and steady role in DtC programs—even as the market evolves.

Sauvignon Blanc: Quiet Success in a Competitive Market

Sauvignon Blanc has quietly emerged as one of the most promising white varietals in the DtC channel, with recent reports showing meaningful gains in both volume and value.

In the 2024 report (covering 2023 data), Sauvignon Blanc was identified as one of the only varietals to show positive movement, with strong regional gains beginning to surface. The 2025 report (covering 2024 data) confirmed the upward trend.

In Sonoma County, Sauvignon Blanc shipment volume increased by 2%, while the value of those shipments rose 8%. This was driven by a 5% increase in average bottle price, showing that consumers were willing to pay more for the varietal even amid tightening budgets.

The Central Coast saw even more dramatic gains. Sauvignon Blanc shipments surged 18% in volume year-over-year, with a 26% increase in value, despite a 7% increase in price. This made it one of the best-performing white wines across any region and varietal category in 2024.

Its consistent momentum suggests even greater potential heading into the next DtC cycle.

What These Trends Signal for the Wine Industry in 2025

While the broader DtC channel continues to face pressure—from inflation and shifting alcohol consumption habits to competition from cannabis and wellness trends—2025 wine industry trends show white wines experiencing encouraging signs of resilience.

Chardonnay sales performance remains a dependable anchor for many winery DtC programs, while Sauvignon Blanc is quickly becoming a varietal to watch. Consumers are demonstrating interest in white wines that deliver freshness, complexity and value, especially as summer buying behaviors and lighter drinking preferences remain top of mind.

As we toast National White Wine Day, it’s clear that white wines still have a strong place in the evolving DtC landscape.

For a deeper dive into varietal performance and regional shipping trends, explore the full  2025 Direct-to-Consumer Wine Shipping Report.