Premium Wine Shipments Rise as Affordable Bottles Plummet in U.S. Direct-to-Consumer Market

A recent report from Sovos ShipCompliant highlights a significant shift in the U.S. direct-to-consumer (DtC) wine shipment market. Wines priced over $100 per bottle saw a 5% increase in volume, while those under $40 dropped by 18%. The value of wines priced above $50 has grown by 36% since 2020, showing that premium wines now make up a larger share of the DtC market.

The data comes from the annual Sovos ShipCompliant report, which tracks winery shipments directly to consumers. The report shows that the pandemic surge in DtC shipments masked a deeper change in consumer behavior. In 2020, wines priced above $50 made up 52% of the total shipment value, which was $3.7 billion. By last year, wines over $50 accounted for 71% of the same total value. This shift is not due to traditional premiumization, where consumers buy the same amount of wine at higher prices. Instead, it is a “mix shift,” with fewer bottles of affordable wine being shipped and expensive wines taking a bigger share of the market.

Napa County wineries have seen their share of shipments valued over $50 rise from 75% to 88%. Wineries east of the Rocky Mountains increased their share from 11% to 20%. Since 2020, the total shipment value for wines priced above $50 has grown at an average annual rate of 5% across all major winery regions.

During the COVID-19 pandemic, wineries relied on DtC shipments to offset losses from restaurant and bar closures. The years 2021 and 2022 saw a spike in shipments of more affordable wines, pushing total volume to record highs. However, as the pandemic ended, shipments of lower-priced wines fell sharply. Many wineries raised prices to cover higher costs for packaging and shipping and to offer free shipping options online. At the same time, consumers began cutting back on spending due to economic pressures affecting wine and other alcoholic beverages.

The growth in high-priced wine shipments has helped keep overall DtC shipment value steady even as volume declines. But this trend is slowing. Compared to 2024, shipment value for wines over $50 slipped by 1%, and volume dropped by 7%. In 2025, wines priced above $50 made up about 37% of total channel volume, similar to the previous year. However, total channel volume fell by nearly one million cases last year, meaning that higher-value wines are making up a larger share of a shrinking market.

The start of 2026 has continued this trend. In January, DtC wine shipments declined nearly 28% by volume compared to previous years. While January is usually slow for shipments, this sharp drop suggests that price pressure and changing consumer habits are still shaping the market.

Wineries across all regions and sizes are feeling these changes as they adjust their strategies for DtC sales. The report indicates that the DtC channel is being reshaped by rising prices, shifting consumer preferences, and the end of pandemic-era buying patterns. As wineries look ahead, they face ongoing challenges in balancing price increases with consumer demand in a market that continues to evolve.