Winery Benchmarking Metrics for Tasting Room, Wine Club, Ecommerce, Social Media
Bennett Valley Group has partnered with the Direct to Consumer Wine Symposium to create a free report that allows you to benchmark your Tasting Room, Club, Ecommerce, and Social Media metrics against your peers, with complete confidentiality.
In 2011, Bennett Valley Group surveyed more than 60 wineries and reviewed 18 separate metrics for data from September to October 2011, including tasting room sign-up rates, additional wine club member revenues, average tasting room dollar transactions and Facebook likes. Participants included wineries from Napa, Sonoma, Monterey, Paso Robles, San Luis Obispo, Santa Barbara and Santa Clara counties that produce between 500 to more than 500,000 cases and see between 100 and more than 15,000 visitors annually and have a wine club size with 100 to more than 10,000 members.
“From a business perspective, anyone who is trying to operate a retail store, which is what the DTC business is—the retail arm of wine—they need to see metrics which are aggregated at the highest level possible to determine how successful they are against the competition,” said Brian Baker, the Direct to Consumer Symposium chairman and V.P. of sales and marketing at Chateau Montelena winery.
For 2012, the project is expanding from a single month’s data to quarterly data. California wineries are encouraged to sign up at DTCWineSymposium.com/survey.php. After submission of your data, you will receive a confidential, free report of quarterly metrics.
Click here for a summary of the January, 2012 benchmarking presentation at the Stanford Court Hotel in San Francisco.