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

Lizzy Connolly | October 12, 2021

Fall is here and the wine direct-to-consumer (DtC) shipments landscape has adapted to the “new normal” of 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. 

Despite comparing numbers to the COVID hypered DtC shipment impacted months of last year, coupled with the return of tasting room visits and more carryout business, DtC shipment volume was still up 13% versus one year ago.  With value rising faster than volume, the average bottle price shipped continues to be well above last years’ levels, and is almost back to where it was two years 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 danny.brager@nielseniq.com.

Take Action

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.