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September 2012 Data Released on 10.15.2012Value of DtC Shipments Spikes in SeptemberDirect-to-consumer shipments by U.S. wineries soared in September, and not just because the slow-shipping summer season ended. If the usual month-to-month trends hold, DtC value will reach its highest point in at least two years by November, if not October.
Direct-to-Consumer Shipments » Month 12 Months September 2011 $97 million 36% $1,259 million 11% September 2012 $133 million $1,394 million
Pinot Noir and Zinfandel were the hottest varietals in DtC shipments over the past 12 months in terms of rate of change in sales. Cabernet Sauvignon remained the most popular varietal in the channel, however, growing at 5% from a bigger base. Cabernet Franc and Merlot were the two fastest sinking varietals. Note that winners and losers sometimes vary by sales channel. Syrah fell the fastest at retail and was also a tough sell among flash sales, but it grew 5% in DtC Shipments. Red blends in DtC grew by 14%, reflecting a similar trend at stores, where they were the hottest thing around, selling 26% more this year.