The Data: Wine DtC Shipments and Off-Premise Retail (July 2021 Special Report)

Lizzy Connolly | August 30, 2021

Summer is winding down and the wine landscape continues to fluctuate in response to the pandemic. Staying mindful of marketplace data will ensure the industry can properly adjust to any ebbs and flows, helping wine producers, retailers and consumers alike. 

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 DtC shipments. 

We are now comparing to COVID-impacted periods from last year, with the on-site tasting room business continuing to return. Volume growth fell double digits versus a year ago for the second consecutive month. The DtC shipment channel is proving to be considerably more resilient than wine sales in retail off-premise. ​The average bottle price shipped is well above the levels we saw one year ago (and is closer to the DtC average bottle prices of 2 years ago) – to almost $5 more than levels from one year ago. 

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

DtC Shipments (H4)

Retail Off-premise (H4)


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


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Check out our 2021 Direct-to-Consumer Wine Shipping Mid-Year Report to learn about what happened in the DtC shipping channel between January and June 2021..