This week, we had the opportunity to share a fresh set of Direct-to-Consumer (DTC) Willamette Valley Insights with the Willamette Valley Vintners Association. Our quick session focused on recent shifts in visitation, sales channels, and the growing importance of knowing where your best customers are coming from.
📉 DTC Sales Soft, But Diversified
So far in 2025, Willamette Valley DTC sales are down -2.2% year-to-date, with 44% of WV wineries seeing growth compared to last year. While tasting room traffic remains important, a notable 16% of DTC sales are now happening via phone and online—almost on par with the 21% from the tasting room. This shift reinforces the value of multi-channel strategies.
📦 Club Shipments & Events Driving Growth
Wine clubs remain a reliable revenue stream (+1.5%), and we’re seeing more momentum around off-site events, which continue to grow in both volume and impact. These channels are helping to float overall DTC results and point to the need for diversified outreach beyond the tasting room floor.
📍 Top Out-of-State Visitor Cities To Willamette Valley Wineries: Know Your People
One of the most exciting insights came from our visitor origin data. These are the Top 10 out-of-state cities sending visitors to Willamette Valley tasting rooms in 2025:
(see Full Presentation, including AOV by city here)
If you’re winery isn’t seeing any traffic from these cities, this information may give a powerful direction for targeted outreach, partnerships, and travel marketing.
(see Full Presentation, including AOV by city here)
If you’d like to dive deeper into your tasting room’s visitor origin data—or explore how this compares with industry benchmarks—reach out to support@communitybenchmark.com. The tools are here to help Willamette wineries stay sharp and grow smarter.