硅谷银行（SVB）：2023年直接面向消费者的葡萄酒调查报告（英文版）（52页）.pdf

1、Produced by:Project managers:Project analysts:Rob McMillanMorgan JohnsonKatrina YoungReece SzymanowskiEmmanuel Roldan2023 DIRECT-TO-CONSUMER WINE SURVEY:REPORT,RESULTS AND BENCHMARKS2Rob McMillanEVP&Founder,SVB Wine DRob McMillan is one of the top wine-business analysts in the United States and the

2、author of Silicon Valley Banks highly regarded annual State of the Wine Industry Report,described by The New York Times as“probably the most influential analysis of its kind.”With Robs decades of experience researching the industry and working with winery clients,his views are sought after and trust

3、ed by winery owners,journalists,entrepreneurs and investors.He is a prominent speaker,domestically and internationally,and you will find him extensively quoted in national,regional and trade press.The direct-to-consumer(DTC)model continues to positively evolve and is doing so at an accelerating pace

4、.Its amazing to think that just a decade ago,direct-to-consumer sales were only about half the sales of an average winery.Nowadays,DTC sales are almost 75%of the average winerys sales!Back then,a quarter of the wineries that responded to the SVB Annual Survey didnt even charge tasting fees.Tasting f

5、ees have exploded higher since then.The Wave of the Future:Club Expansion Using DataThe wine industry is undergoing a significant and emerging transformation in the way consumer data is collected and used.The abundance of owned-data available from wineries,coupled with specialized industry vendors,r

6、epresents a tremendous opportunity for businesses to improve decision-making and more effectively target their customer bases to drive sales and club success.With the explosion of artificial intelligence and machine learning,the need to employ powerful data resources will only accelerate.Marketing d