Socially-distanced Consumers are Ordering Record Amounts of Wine Directly to their Doorsteps, Sovos Data Shows

January 28, 2021

Sovos ShipCompliant’s annual Direct-to-Consumer Wine Shipping Report shows wine shipments to consumers spiked following lockdown restrictions, with consumers ordering more throughout the pandemic

(BOSTON) January 28, 2021 – American consumers forced to undergo shelter-in-place orders and other COVID-19 restrictions ordered a record amount of direct wine shipments in 2020, according to the latest Direct-to-Consumer (DtC) Wine Shipping Report from Sovos ShipCompliant and Wines Vines Analytics. Mirroring wider trends in ecommerce, the DtC wine shipping market topped previous records as wine drinkers went online to shop.

By the numbers, American consumers ordered 8.39 million cases of wine valued at more than $3.7 billion in 2020. This amounted to a 27% annual increase in shipment volume, the largest single-year increase in shipments ever recorded. Notably, direct-to-consumer wine shipments jumped in March as bars and restaurants closed, and they continued at a heightened clip through the end of the year.

“Consumer demand for direct shipments from wineries skyrocketed as we all adapted to COVID-19 restrictions,” said Larry Cormier, vice president, general manager, Sovos ShipCompliant. “The pandemic only accelerated the shift to frictionless and convenient ecommerce, and consumers now expect the option to buy all of their goods online, including alcohol. We expect growth from this major shift in consumer behavior to have long-lasting effects on the direct-to-consumer wine shipping market.”

Consumers Favored Cheaper Varietals & Wines From Larger, Well-Known Wineries in 2020

As a general rule, the varietals and regions with the lowest average price per bottle shipped saw the largest year-over-year increases in volume as buyers turned toward lower-priced wines amid economic uncertainty. The most popular varietals shipped directly to consumers in 2020 – Cabernet Sauvignon, Red Blends, Pinot Noir, Chardonnay and Zinfandel – maintained the same dominant position they have held for the last decade. Yet only Chardonnay, with its lower-than-average price per bottle shipped, significantly outperformed the overall DtC shipping channel with a 33.6% increase in volume.

Cheaper varietals, such as Pinot Gris, Sauvignon Blanc, Rosé, Riesling and White Blends, likewise soared in popularity with consumers. These lower-cost varietals significantly outperformed the wine shipping market with volume growth between 32% and 45%. Across all wine types, shipments with an average price per bottle of $30 or less increased by 41.6%.

In addition, America’s largest wineries – which historically ship the lowest priced wines each year – benefited from shifting consumer preferences for lower-cost wine. Wines in this category include some of the most well-known wines available commercially, and consumers bought 54.7% more wine from these big producers than in 2019. These largest wineries now capture 18.2% of the entire DtC shipping channel’s volume, up from only 5.5% in 2015.

“The increase in wine shipments in 2020 tells a complex story of changing purchasing habits,” Cormier said. “While overall shipments were up, consumers pivoted to cheaper wines in reaction to an economy experiencing layoffs, furloughs and tighter budgets.”

The Direct-to-Consumer Wine Shipping Report is an annual collaboration between Sovos ShipCompliant and Wines Vines Analytics, examining shipment trends from wineries to U.S. consumers. The proprietary data included is compiled from an algorithm measuring total DtC shipments based on millions of anonymous direct shipping transactions filtered through the ShipCompliant system and paired with Wines Vines Analytics’ comprehensive data on U.S. wineries.

To download the full Direct-to-Consumer Wine Shipping Report and to see more insights and DtC trends, visit


About Sovos

Sovos was built to solve the complexities of the digital transformation of tax, with complete, connected offerings for tax determination, continuous transaction control compliance, tax reporting and more. The company supports more than 8,000 customers, including half of the Fortune 500, operating in over 70 countries. Its SaaS products and proprietary Sovos S1 Platform integrate with a wide variety of business applications and government compliance processes. Sovos has employees throughout North America, Latin America and Europe, and is owned by Hg and TA Associates. For more information visit and follow us on LinkedIn and Twitter.

About Sovos ShipCompliant

Sovos ShipCompliant has been the leader in automated alcohol beverage compliance tools for more than 15 years, providing a full suite of cloud-based solutions to wineries, breweries, distilleries, importers, distributors and retailers to ensure they meet all federal and state regulations for direct-to-consumer and three-tier distribution. ShipCompliant’s solutions reduce risk, lessen the burden of compliance, accelerate bringing products to market and enable revenue growth. With 60 partner integrations, Sovos ShipCompliant leads a robust ecosystem of technology partnerships, enabling powerful complementary solutions. For more information, visit and follow us on LinkedIn and Twitter.

About Wines Vines Analytics

The Wines Vines Analytics team maintains the wine industry’s most accurate databases and provides data-driven analysis, data, insights and reports to help our clients grow and manage their businesses. For more information visit

Media Contact:

Chris Shattuck on behalf of Sovos


Sign up for Email Updates

Stay up to date with the latest tax and compliance updates that may impact your business.

Additional Press Releases

February 10, 2021
Sovos Earns Spot in Training Magazine’s Top 100 for Second Consecutive Year

Company’s training and development programs move up 32 spots to rank among business’ best BOSTON, February 10, 2021 – Global tax software leader Sovos was recently recognized by Training magazine as one of 100 companies worldwide that provide excellent employer-sponsored training and development programs. The company moved up the rankings from No. 69 last year to No. […]

Read More
February 9, 2021
Sovos Names Veteran FinTech Executive Ruth Fornell Chief Operations Officer

Company Announces New Board of Directors Following 2020 Investment BOSTON February 09, 2021 – Global tax software provider Sovos today announced that Ruth Fornell has joined the company in the newly created role of chief operations officer. Fornell comes to Sovos with extensive experience leading global teams, most recently as a general manager at payment systems […]

Read More
January 25, 2021
Wine Shipments to Consumers Soar to Record $3.7 Billion in 2020

Annual Sovos ShipCompliant Direct-to-Consumer Wine Shipping Report shows historic 27% volume growth as buyers valued lower prices and online convenience amid COVID-19 restrictions (BOSTON) January 25, 2021 – Despite a nationwide pandemic that closed tasting rooms and restricted in-person sales for much of the past year, U.S. wineries shipped more than $3.7 billion worth of […]

Read More
North America VAT & Fiscal Reporting
December 16, 2020
Sovos Highlights 4 Tax Compliance Megatrends Facing Multinational Companies

12th Edition of Annual Trends Report Puts Spotlight on Current and Near-term Legal Requirements Across Regions and VAT Compliance Domains BOSTON, December 16, 2020 – Global tax software leader Sovos today released its report on global value-added tax (VAT) mandates and compliance. The report, “VAT Trends: Toward Continuous Transaction Controls” provides a comprehensive look at the regulatory landscape as […]

Read More
December 8, 2020
Sovos Acquires LTtax, Strengthening Automated Tax Withholding Offerings

Acquisition brings leading withholding technology to largest private filer of 10-series IRS forms. BOSTON (PRWEB) December 08, 2020 – Global tax software provider Sovos today announced it has acquired LTtax, a New York-based provider of payroll withholding and unemployment tax software serving some of the largest retailers, financial institutions and insurers operating in the United States. The […]

Read More