Three Key Takeaways from the 2025 Silicon Valley Bank DTC Report
June 2025 | 2 min read
Three Key Takeaways from the 2025 Silicon Valley Bank DTC Report
Written by Jeanette Tan | Photo by Kelsey Chance @kchance8
The 2025 Silicon Valley Bank Annual Direct-to-Consumer (DTC) Wine Report, released in early June, is full of insights especially relevant for small, family-owned wineries. As Rob McMillan notes, there is “tangible evidence that we’re moving forward through this cycle,” and smaller wineries, in particular, are showing signs of success in navigating these changes. Here are my top three takeaways:
Download the report here: SVB 2025 DTC Report
1. Small Wineries Built the DTC Model – and Still Lead It
The report acknowledges the massive impact small, family wineries have had on shaping the DTC model we see today. Rob McMillan explains that 15 years ago, the dominant model was simple: wineries made the wine, and distributors sold it.
Even after the 2005 Granholm Decision opened the door to DTC, many in the industry doubted that wineries had the necessary skills to sell directly. But when distributors began dropping smaller producers, small wineries had no choice but to adapt—and they led the charge into DTC.
This wasn’t driven by MBAs or corporate boardrooms. It was built by hands-on winery owners finding a new path. Today, the average winery now earns 70% of its revenue from DTC sales.
If you’ve been working in the small winery space, this isn’t news to us—but it’s still important. The report confirms that wineries selling more than 70% DTC saw the highest growth in both revenue and volume.
2. Wine Clubs Are Evolving – and Younger Consumers Are Paying Attention
The wine club remains a powerful sub-channel of DTC, and this year’s report dives into what’s working. Rob highlights strategies from wineries that grew their clubs by at least 5%, particularly among consumers aged 30 to 46. Here’s how your winery might compare:
1/3 of respondents saw 5%+ wine club growth
1/3 experienced shrinkage
1/3 stayed about the same
Notably, wineries producing under 2,500 cases annually had the highest net acquisition.
Successful wineries shared some key themes for attracting younger members:
Younger buyers are highly digitally engaged, influencing how they discover and buy wine.
They expect your brand to align with their values and passions.
They respond to authentic, bold brand storytelling—not traditional, buttoned-up marketing.
They appreciate demystified, approachable wine experiences, not lectures or jargon.
If you only read one section of the report, make it pages 7 to 11. They’re packed with practical ideas you can use to boost engagement and growth in your wine club.
3. Visitor Behavior Has Changed – Have Your Policies?
Visitation is down, and according to the report, that trend is here to stay. It’s time to revisit your policies around tasting fees, walk-ins, and reservations.
If your approach is based on “what everyone else is doing,” it may be time to rethink. The charts on pages 30 to 40 show how wineries are adapting their models—shifting toward reservations, adjusting pricing, and rethinking the tasting experience to match current realities.
Don’t wait for things to “go back to normal.” They’re not.
Other Insights Worth Noting
There are other nuggets sprinkled throughout the report, such as:
Rob urges wineries to revisit e-commerce—an often-underused channel with room for growth.
He emphasizes the need to align production with realistic sales projections.
And finally, some encouraging words from Rob McMillan:
“Now, all we need to do is take advantage of our built-in advantages and collaborate, and I’m convinced we’ll find success”
Want to Know What These Trends Mean for Your Bottom Line?
Understanding trends is one thing—knowing how they impact your margins, cash flow, and long-term strategy is another. If you’re unsure how to adjust your financial plans in response to changing DTC dynamics, wine club growth patterns, or declining visitation, I can help.
I specialize in helping small, family wineries use their financial data to make smarter decisions.