跻身前 10%.pdf

1、Inside the Top 10%Exploring the data from 3500 wineries at Commerce7Is the sky falling?Can we beat it?Powering 3500 WineriesData Can Be MisleadingBeating the TrendThe Broad PictureOverall Growth2024 Rate2.26%2025 Rate-1.64%2 YearGrowth Rate0.59%How Wine Is Sold DTCBy DollarsAverage Order Value202320

2、242025POS$104.92$100.49$97.10Club$235.88$249.80$256.89Web$237.60$232.39$224.05Telesales$139.57$137.79$148.89Percentage of SalesBy Dollars202320242025POS31.73%31.89%34.88%Club41.32%41.89%42.21%Web10.80%10.40%10.33%Telesales16.14%15.82%12.57%202320242025POS31.47%32.60%36.22%Club40.16%39.61%39.51%Web9.

3、82%9.38%9.78%Telesales18.56%18.42%14.49%Compared to Percentage of Sales 202320242025POS31.73%31.89%34.88%Club41.32%41.89%42.21%Web10.80%10.40%10.33%Telesales16.14%15.82%12.57%Percentage of SalesBy CasesSales By Price PointSales By Price Point202320242025Under$2027.53%27.87%27.94%$20-$3020.41%20.74%2

4、0.92%$30-$4016.66%16.19%16.02%$40-$5012.14%11.69%11.27%$50-606.56%6.58%6.85%$60-705.41%5.22%5.35%$70-802.72%2.75%2.85%$80-902.18%2.13%2.21%Over$906.38%6.82%6.58%Sales By VarietalTop 10 VarietalsSales By VarietalTop 10 Varietals202320242025Pinot Noir13.89%13.43%12.19%Cabernet Sauvignon12.15%11.11%11.

5、39%Chardonnay11.03%10.87%10.84%Rose5.81%6.30%6.60%Sauvignon Blanc4.43%4.72%5.16%Sparkling5.07%4.78%4.91%Zinfandel5.18%4.65%4.50%Syrah2.81%2.89%2.80%Merlot2.90%2.57%2.41%Cabernet Franc2.04%2.26%2.33%Sales By QuarterSales By Quarter20242025Q122.58%22.63%Q224.21%24.61%Q325.84%25.95%Q427.38%26.82%Sales

6、By MonthSales By Month20242025Jan4.42%4.68%Feb8.84%8.76%Mar9.33%9.18%Apr9.28%9.26%May8.49%8.56%Jun6.44%6.79%Jul5.87%6.25%Aug8.28%8.21%Sep11.69%11.49%Oct11.20%11.26%Nov9.65%9.22%Dec6.52%6.35%Cases By Quarter750ml OnlyCases By Quarter750ml Only202320242025Q122.51%22.12%22.30%Q225.97%25.68%26.20%Q325.1