The Paso Robles Wine Country Alliance is excited to partner with both Community Benchmark and Commerce7 to provide members with monthly Direct-to-Consumer (DTC) data trends summaries for the region. PRWCA members are encouraged to use these regional benchmarks to compare your winery’s performance, identify emerging trends, and make informed business decisions.

In addition to monthly insight summaries, Community Benchmark has compiled a list of top DTC trends and takeaways from January 2026 to date that looks at DTC performance, club, and tasting room. A few critical points include:

• DTC contracted slightly more than California. Paso fell -5.4%, versus -2.4% statewide.
• Club allocation dominates the sales mix. It represents 54% of Paso’s reported channels, versus 49% for California.
• The largest channels contracted. Club allocation fell -7% and tasting room -8%, while phone grew +5%.
• Higher club member spending softened membership pressure. Members fell -7%, while revenue per member grew +2%.
• Fewer visitors led the tasting room decline. Visitors fell -7%. Revenue per visitor fell -2%, versus +3% in California.

For questions about Community Benchmark reports, please contact John Keleher at johnk@communitybenchmark.com. For questions about Commerce7 reports, please contact Jeff Carroll at jeff.carroll@commerce7.com.

View 2026 Commerce7 DTC Reports >>

View 2026 Community Benchmark DTC Reports >>