View Slideshow Presentation of the 5 Trends
1. DTC Sales Are Up, Bucking the Statewide Trend
Remarkably, the Paso & SLO regions have seen a +1.1% increase in DTC sales year-to-date compared to 2023. This is an encouraging sign, especially as the rest of California experiences a -5% contraction.
2. August 2024 Sees a Unique Spike
August 2024 stands out as the only month to surpass the previous year’s performance, while other regions in California struggled.
3. Surprisingly More Wine Club Members
While wine club memberships have not seen tremendous growth in 2024, they are +6.1% larger than they were in August 2023.
4. Visitation Patterns Reflect Broader Trends
Visitation contraction is a trend seen across the rest of CA (-8.3% year to date through August), mirroring patterns similar to Paso & SLO (-9.9%).
5. Rising Average Order Values Mitigate Traffic Declines
Even as traffic has diminished, tasting room sales haven’t decreased as significantly, thanks to a rise in Average Order Values in the Paso & SLO areas. This indicates that customers are spending more per visit, likely influenced by curated tasting experiences or premium product offerings.
View Slideshow Presentation of the 5 Trends
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