Can I buy wine directly from the winery?
Hello there! I'm Dr. Vinifera, but you can call me Vinny. Ask me your toughest wine questions, from the fine points of etiquette to the science of winemaking. And don't worry, I'm no wine snob—you can also ask me those "dumb questions" you're too embarrased to ask your wine geek friends! I hope you find my answers educational, empowering and even amusing. And don't forget to check out my most asked questions and my full archives for all my Q&A classics.
Dear Dr. Vinny,
Is it common for winery owners to sell their wine directly to consumers, retailers and restaurants? Or do they have to use wholesalers and distributors?
—Cory, Phoenix
Dear Cory,
This is a great question—but also a pretty complicated one, with 50 different answers depending on the state. A quick summary is that a minority of U.S. wineries have national distribution (I’ve read the number is as low as 20 percent), and most states forbid out-of-state wine retailers from selling wine directly to consumers in that state. That means most wine sales follow the traditional method, known as the three-tier system: Wineries sell to wholesale distributors, who sell to retailers and restaurateurs, who finally sell to consumers. Profits are made each step of the way.
There’s a growing movement to embrace direct-to-consumer sales (or DTC, as the cool kids call it). In fact, most states now allow DTC sales—though there are important restrictions, and the legal landscape is constantly changing, often making it more difficult for consumers to access the wines they want to buy. DTC sales are popular for several reasons. They allow winemakers to take the entire profit margin, rather than splitting it multiple ways. Wine lovers like being able to buy the wines they want (even if those wines aren’t distributed in their states), and producers like making direct connections to their consumers.
Read our direct shipping coverage to learn more and stay up-to-date on the latest developments!
—Dr. Vinny
