As we wrap up 2025 and look ahead to 2026, Paso Robles Wine Country once again demonstrates resilience in a challenging direct-to-consumer environment.

Through November 2025, Paso Robles DTC revenue finished down 2.1% year over year. While no one welcomes a decline, this result stands out against the broader California market, which saw DTC sales drop 6.3%. In a tough year, Paso Robles held up comparatively well, signaling continued consumer interest in our region.

The biggest headwind in 2025 was fewer visitors coming through tasting rooms. Visitation declined 4.5% for the year, leading to a 6.2% decrease in tasting room sales. The good news: when guests did visit, they behaved much like they did in 2024. Purchase conversion rates remained steady at around 63%, and spending levels held firm. This shows that consumer interest is still strong.

Wine clubs once again proved to be the backbone of DTC, accounting for about 75% of total revenue. Existing members continued to provide stability throughout the year, even as new club signups slowed, down 13.5%. This highlights how important visitation and first-time exposure will be as we look to rebuild club growth over time.

Off-site channels helped soften the impact of tasting room declines. Online sales were down slightly (–2.9%), while phone sales actually grew 3.0% year over year. These channels continue to play a valuable supporting role, especially when paired with strong personal relationships and concierge-style outreach.

Finally, Paso Robles visitation trends closely mirrored what we’re seeing statewide. Our declines were comparable to—or better than—most major California wine regions, with only Sonoma seeing meaningfully smaller decreases. This reinforces that 2025’s challenges were market-driven and not unique to Paso Robles.

There’s real reason for optimism in 2026. Paso Robles continues to benefit from strong on-site performance, loyal club members, and a reputation that resonates with consumers – community-focused, approachable, and high value. With continued focus on driving winery visitation and demand for Paso Robles wines, the region is well positioned for the year ahead.

Insights from Community Benchmark Reports

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