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Direct sales prices in California's Napa Valley have risen by 15 per cent in the past year, meaning that consumers now have to pay an average of 108 US dollars (99 euros) for a bottle of wine. Tasting fees average USD 81 (EUR 75) per person in 2023, an increase of 35 per cent compared to the previous year. In the neighbouring Sonoma Valley, prices are only 57 dollars (53 euros) for a bottle of wine and 38 dollars (35 euros) for a tasting. These figures were published by the Direct-to-Consumer Wine Report 2023, which analyses the state of the US wine industry.
In his commentary, the author of the report, Rob McMillan, warns winemakers against "relying solely on the tasting room as the only way to attract wine enthusiasts". This creates an over-reliance on visitors and direct sales, which ten years ago would have accounted for only half of an average winery's sales. Today, this proportion is almost three quarters. Just a decade ago, a quarter of wineries did not even charge tasting fees.
McMillan questions the wisdom of this strategy and pricing. Although the Napa Valley wineries have achieved an overall "premiumisation" - the name is now a kind of luxury brand - other wine-growing regions in the USA are attracting younger new consumers with affordable prices. And overall, around 20,000 hectares of vines were uprooted in California last year due to a drop in demand.
(al / Source: decanter)