硅谷银行（SVB）：2024年直接面向消费者的葡萄酒调查报告（英文版）（70页）.pdf

1、Report,Results and BenchmarksProduced by:Rob McMillanProject Manager:Paul DugoniRob McMillanEVP&Founder,SVB Wine D Rob McMillan is one of the top wine-business analysts in the United States and the author of Silicon Valley Banks highly regarded annual State of the Wine Industry Report,which The New

2、York Times described as“probably the most influential analysis of its kind.”With Robs decades of experience researching the industry and working with wineries and vintners,his views are not only sought after but also trusted by winery owners,journalists,entrepreneurs and investors alike.Rob is a pro

3、minent speaker domestically and internationally.He is extensively quoted in national,regional and trade press.2024 DIRECT-TO-CONSUMER WINE SURVEY:REPORT,RESULTS AND BENCHMARKS2Over the past fifty years,each decade has brought with it at least one significant milestone in the wine business.One such e

4、vent was the Judgement of Paris in 1976.Back then,distributors sold everything,and tasting rooms were about marketing,not selling wine over the counter.The early 1980s witnessed Benzinger Winery simplify consumer wine purchasing decisions with the introduction of the fighting varietal.But,the 1980s

5、also saw a dip in wine sales due to a strengthening anti-alcohol movement.It wasnt until 1991 when the French Paradox was aired on 60 Minutes that the tide began to turn.In 1994,led by premiumization,the entire wine category rebounded on the heels of positive health research,a large cohort of boomer

6、s hitting their financial stride and a robust US economy.In the early 2000s,after a massive increase in the number of wineries,distributors began consolidating and focusing on larger producers,forcing small producers to look for new sales channels,rethink the tasting room model and experiment with w