That statistic is courtesy of Sovos Ship Compliant and Nielsen, which report that in November, retail off-premise sales hit $20B and 209M cases and DtC shipments reached $3.65 billion and 8.2 million cases.
It’s the first time since March 2020 that value growth in retail off-premise exceeded value growth in DtC shipments.
The average price per bottle for DtC shipments continued to decrease while volume increased, and the average price per bottle for retail off-premise continued to increase while volume growth decreased.
For DtC shipments, bottles under $30 had much higher volume growth than bottles over $30. This resulted in the channel’s average price per bottle dropping almost $4 from last year to just under $44.
For retail off-premise sales, Sauvignon Blanc and sparkling wines outperformed all other major varietals, with Rosé being the only other varietal reaching double digital growth in both value and volume.
For the retail off-premise category, Napa and Oregon were the only wine regions that saw double digit gains in both volume and value in November.
Consumers were generally not celebrating Thanksgiving as they would have in previous years, and with that, wine purchases only saw minimal growth over last year.