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

Lizzy Connolly | May 24, 2021

As the global pandemic slowly eases, wine producers, retailers and consumers continue to be impacted by fluctuations in wine direct-to-consumer (DtC) shipments. Watching marketplace data is critical to understanding how the industry can keep up with change and account for evolving market needs. 

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. 

Now that we are comparing to COVID-impacted periods of one year ago, and on-site tasting room business are slowly starting to return, volume growth in April 2021 fell double digits versus year ago. However, dollar growth was still positive and for the second month in a row it exceeded volume changes. 

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

DtC Shipments

Retail Off-premise

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

Take Action

Download the Direct-to-Consumer Wine Shipping Reporting for an in-depth look at the 2020 DtC wine shipping market.