I’ve come across some compelling insights from the SVB 2025 DtC Wine Report that shed light on evolving strategies in the tasting room experience.
According to the report, wineries were asked under what circumstances they would waive tasting fees. Predictably, scenarios such as making a purchase or joining a wine club were frequently cited, widely viewed as justified within broader sales tactics.
Interestingly, the report also explored whether lowering or waiving tasting fees could increase visitation. While this strategy is still in the early stages of evaluation, 35% of respondents noted an increase in visitation after lowering fees. However, 29% saw no improvement, and 32% said it was too soon to determine the outcome.
This data signals a shift in how wineries are rethinking visitor engagement and revenue models, especially as competition intensifies in the DtC space.
Source: SVB 2025 DtC Wine Report