Sponsored by Paso Robles Wine Country Alliance
Paso DTC Beats Market By 33% In July
In July 2020, Total DTC Sales in Paso Robles and the Central Coast grew +24.1% over July 2019.
This is significantly more July year over year growth achieved by other California wineries who declined on average -8.6%.
The biggest differences in DTC Sales between Paso and other California wineries happened in the Tasting Room and Digital Sales (Online + Phone) Sales categories.
The majority of July DTC Sales in Paso happened in the Tasting Room (61%) and Tasting Room Sales in Paso were up +1.4% compared to July of last year. This lies in sharp contrast to the -30.9 decline in sales among All California Tasting Rooms.
The dramatic out performance of Paso Tasting Rooms is based on Visitor traffic being down less and the Visitor traffic performing better – see below:
In addition to Tasting Room sales showing a substantial difference, Paso wineries grew their “Digital Sales” (Online + Phone) much more than All wineries.
Based on the lower starting point of last year’s “Digital Sales,” Paso and the Central Coast had more room to grow and are rapidly closing the gap.
And the Digital Shift is on. Below you can see that Paso Digital (Online + Phone) grew about 2.5 times in DTC significance as 2019 percentage of Digital Sales was 13% which grew to 32% of Total DTC in July this year.
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