Restaurant sales of wine have declined significantly. But off-premise sales of Washington wine grew double digits in January of 2009. It seems that now more than ever, wineries that do not have significant distribution in grocery, state or specialty stores need to find ways to reach out directly to the wine drinker at home.

The success reported about Precept Brands bears this out. A large organization that can put its products on the shelves of retail outlets is seeing growth. Smaller wineries that have historically relied upon on-premise sales to move volume across the region are going to face some challenges in moving their inventory through this channel. However, the gains reported in the January 2009 retail numbers may not be as rosy as people are hoping. There is anecdotal evidence to say that retailers are not restocking but instead blowing out existing inventory.

To escape the ups and downs of the three tier distribution system and position themselves to not only survive the downturn but accelerate growth with the recovery, wineries need to build comprehensive direct-to-consumer relationships by leveraging their tasting rooms, wine clubs and websites.

Winos at home – the best ambassadors for Washington’s small wineries