This past year proved to be an impressive year of growth for the winery-to-consumer direct shipping market. While many variables contributed to this progress, the recovery of the average price per bottle of wine shipped is especially notable. To find out about other factors of the 2014 growth, download the full 2015 Direct-To-Consumer Wine Shipping Report.
Two years ago, in 2013, the price per bottle of wine shipped saw its first decrease in the history of this report. The average price-per-bottle decreased by 1.7%, resulting in a $37.78 average per bottle.
Two factors contributed to this decrease. The first factor was discounted
prices — during the fourth quarter of 2013, the average price per bottle decreased
The second factor is the increased demand for lower-priced wine. Traditionally, the direct-shipping channel was used for America’s most expensive wine. However, 2013 saw a surge in lower priced wines, particularly the $15 and less price point.
2014 saw a recovery of this decreased average price. The average price per bottle of wine shipped increased 1.6%, with a $38.40 average per bottle. This increase would not have been possible without the growth seen in the fourth quarter. November, in particular, experienced great growth, with the highest average price per bottle for the year. At $45.44, November’s average price per bottle in 2014 increased from $42.05 from 2013. That’s a $3.39 increase.
This increase in average price per bottle of wine shipped is a significant indicator of the growth of 2014 and the strength of the industry. It is, however, only one of the indicators. For more information on the other indicators, download and read our
For more information on the other indicators, download and read our 2015 Direct-To-Consumer Wine Shipping Report.