SVB Report Shows Top Wineries Grew 22% as Bottom Tier Fell 13%

1 articles · Updated · Forbes · Jun 23

Revenue at top-performing U.S. wineries rose 22% in 2025 while the bottom tier fell 13%, and the median winery posted no growth, Silicon Valley Bank’s 2026 DTC wine report found.
450 family wineries in the survey split largely by strategy: stronger operators focused on customer demand, brand-building and selective incentives, while weaker peers leaned on cost cuts, bottle discounts and tasting-room renovations.
2% average year-over-year declines in tasting-room reservations through early 2026 and club churn nearly matching acquisition rates show why the old DTC model is stalling; club members still generate 28.6% of DTC revenue.
Nearly 50% of wineries remain unprofitable despite average bottle prices near $75, and SVB expects industry growth to bottom around zero in 2027-28 after weaker wineries exit and consolidation sets in.