DTC success for wineries lies in addressing the following three market challenges:
- Acquiring new customers
- Converting customers who already buy from their brand, but currently only at third-party retailers
- Transitioning their current DTC customers to a loyalty program model
With a clear customer desire for DTC offerings, wineries sit in a unique position for potential growth. One way that they can take advantage of this trend is to double down on loyalty programs. Increasing adoption of loyalty programs via online channels will nourish a passionate customer base and ensure consistent projected revenue. While deeply-discounted third-party retailers might create a challenge for customers to justify spending more per bottle on a direct purchase from a winery, the value proposition that wineries can offer customers with DTC opportunities can meet and exceed customer expectations.