Sponsored by Amador Vintners Association
Amador July DTC On Par – Buoyed By Exceptional (Club) Visitation
In July 2020, Total DTC Sales in Amador fell -6.0% over July 2019.
This is on par with July year over year growth achieved by other California wineries who declined -8.6%.
The biggest differences in DTC Sales between Amador and other California wineries happened in the Tasting Room.
The majority of July DTC Sales in Amador happened in the Tasting Room (71% the highest among Sonoma Valley, Napa, & Central Coast) and Tasting Room Sales in Amador were actually up +2.3% 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 Amador Tasting Rooms is based on:
- Visitor traffic being down significantly less (-8%) vs. the rest (-47%)
- 57% of Visitor traffic was from existing Club Members (vs. 26% All)
Suzy Gullet, Owner of Amador winery Vino Noceto noted
“there are reasons for this exceptional club visitation. I believe it’s because a large portion of our visitors, at any time of year, are our club members. In Amador, we rely heavily on our local (within 150 miles) community. Our visitation generally is down in the summer due to our very hot weather. However, our loyal club customers and local community were there for us as soon as we opened – despite the heat. In contrast, Napa/Sonoma wineries rely heavily on tourism, which as we all know, is down dramatically.”
Starting from a lower base in 2019, Amador Digital Sales (Phone + Online) grew tremendously more than All wineries in July.
Amador Digital (Online + Phone) grew about 4 times in DTC significance as 2019 percentage of Digital Sales was 4% which grew to 16% of Total DTC in July this year. However, this is less than half the significance of Digital Sales outside of Amador as the All Total Digital share of Total DTC is 39%.
Also noteworthy is the fact that Events were 12% of DTC sales last July and basically null and void this year.
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