Issue link: http://winesandvines.uberflip.com/i/116287
METRICS Wine Industry Metrics Winery Hiring Activity and DtC Sales Both Grow 22% Domestic Wine Sales $500 Up 5% from 2012 $ Millions $450 $400 2013 2012 2011 $350 $300 $250 Jan Apr Jul Oct Dec Source: Symphony IRI Group, Wines & Vines Off-premise sales of table wines in February continued their long-term growth trend, hitting 5% growth for the month vs. a year ago, and measuring 6% up for the past 12 months. $240 DtC shipments 12 months through February 2013 $200 $ Millions February's Wine Industry Metrics brought very positive news for winery hiring and direct-to-consumer shipments. Off-premise sales continued their growth, but at a slightly slower pace than before. Winery hiring and DtC sales both grew by 22% in February vs. a year ago. Tasting room/ hospitality jobs and winemaking jobs were the fastest growing categories. The growth rate of California off-premise wine sales dipped to 5%, while Washington and Oregon wines grew at a rate of 6%. Domestic table wines rose in price by an average of 30 cents per 750ml compared to February 2012. —J.G. DtC Market Share by Price Segment Direct-to-Consumer (DtC) Shipments Up 22% from 2012 2012 $160 11% 2011 $120 $80 Complete metrics data available to subscribers: winesandvines.com/metrics 15% 2013 50% 13% $40 11% $0 Jan Apr Jul Oct Dec Source: Wines & Vines/ShipCompliant Model Direct-to-consumer shipments of wine made the biggest February sales increase in at least three years. Growth in value rose 22%, while growth in volume grew 15%. Source: Wines & Vines/ShipCompliant Model Winery Job Index 220 2012 Winejobs.com Index 180 2011 2013 140 Up 22% from 2012 100 60 20 Jan Apr Jul Oct Dec Source: Winejobs.com Winery hiring activity ramped up significantly in February, reported Winejobs.com. The most activity was in the sub-category of tasting room/hospitality jobs, which went up 33%. 12 W in e s & V i ne s APR I L 2 013 <$20 $20-$29 $30-$39 $40-$49 $50+ Half the money spent on direct-to-consumer shipments in the past 12 months went toward the highest priced wines (at $50-plus per bottle), and only 11% were spent on bottles from the least expensive category (priced under $20), according to the Wines & Vines/ShipCompliant model. The results tend to underscore the value of an active wine club and other direct shipments for domestic wineries. The numbers by dollar share contrast sharply with wine sales by flash sites. Of those, 51% of sales involved wines priced at less than $20 per bottle (see next page).