The Cellar Door and direct-to-consumer survey was conducted by Wine Australia for the second time in 2019, following a positive response to the inaugural survey conducted in 2018 with funding provided as part of the Australian Government’s $50 million Export and Regional Wine Support Package.
In 2019 the survey was conducted in collaboration with Wine Business Solutions, in order to rationalise survey load for wineries, increase the pool of potential respondents and enable international bench marking of results. There were some changes to the questions, particularly relating to income, to enable more accurate data to be collected and ensure alignment with the US, New Zealand South African surveys. This made the survey more time-consuming to complete. The survey was conducted via an online survey using Survey Monkey and an invitation to participate was sent to over 2000 wineries in August 2019. 124 respondents completed the survey (compared with 180 in 2018), with a higher proportion of larger wineries participating.
The results show a good alignment with last year’s results and with other sources of data for the overall wine sector. DTC is a high value sales channel that is driving solid growth in revenue for wine businesses with Cellar door at the heart of DTC sales. The survey indicates DTC potential is being recognised but not fully realised –with potential to increase conversion rates from visitors to club members and increase charges for premium tastings. Benchmarks provide a valuable starting point for developing and evaluating strategies to build DTC sales. You are encouraged to ready the full report below