The importance of D2C in wine tourism
The importance of D2C in wine tourism

The importance of D2C in wine tourism

The return of foreign tourists, new generations entering the world of wine are the conditions for the take-off of the new wine tourism season in the Italian panorama.

Of great significance is the fact that wine, compared to other products, has a high conversion rate on sale.

This translates into excellent induced opportunities contextual to the tasting phase in the cellar . In fact, behind every single consumer there is a sea of possibilities. And it is precisely this situation that outlines the basis of D2C: the direct relationship between the winery and the consumer , without any type of intermediation; basic precondition for the conversion into a sale and for maintaining trust at a later date.

Direct-to-consumer is a very profitable sales approach for individual wineries, but it is often not exploited to the fullest. In the United States, the value of D2C is constantly growing and represents about 66% of total sales. In Italy we are witnessing a good growth trend, starting from the last twenty years, but many wineries still don't have the right tools to manage it. Low investments, low propensity for digitization and ineffective communication are just some of the factors that slow down the process . But we certainly cannot say that D2C is a new or innovative type of relationship because it is known to be as old as the world; only a few methods of application have changed…

In addition to this, the translation of cellar experience for sale is certainly not simple or automatic . Greater attention and sensitivity towards the issues just seen would make not only direct sales in the cellar and the typing of the average receipt more consistent, but also the recurrence of online purchases in the different channels used.

The story goes like this…if the customer likes the wine from the cellar where he tasted it directly or bought it online he will certainly have no problem repeating the order.

Furthermore, some wineries, not knowing how to manage certain types of request, such as that of shipping to private individuals abroad, find themselves losing a really important slice of customers and thus limit their induced potential .

« Let's think of the classic situation in which the tourist, following the tasting, buys only one or two bottles. In this case, the customer, not being able to order a greater quantity of bottles, will turn to other wineries with a dispersive purchase without instead taking the opportunity to transform him into a regular consumer »

The point is this, it's not simply a question of denying the possibility of selling and shipping wine abroad, but also of depriving the winery itself of a possible loyal customer for the future. Extracting all the value relating to customer satisfaction in the cellar and then also continuing with support for the recurrence of online purchases, then emerge in all their predominance as issues that deserve attention.

The pandemic has not only changed consumer habits but has also defined new horizons for Ho.Re.Ca thus causing a shift towards the re- evaluation of the D2C approach . It therefore becomes essential to equip yourself with all the tools to manage new and different needs, bureaucratic and regulatory issues, both from the cellar's sales point and on the online side. In summary, the issue of being able to sell and ship to the customer's home with the correct procedures on excise duties and VAT is therefore an objective to be pursued of crucial importance and stimulus.

The decision to adhere immediately to the taxability only in the country of destination will undoubtedly facilitate all tax issues for the sale abroad to private individuals in the form of electronic commerce.

For the purposes of the payment of taxes under the OSS regime, the wineries will be provided with an excel spreadsheet every quarter – broken down state by state – with the relative VAT that the winery will be required to pay. In this way the VAT will be paid by the winery by accessing the OSS portal via SPID. The VAT due according to the country will then be entered directly into the portal with a simple copy and paste of the data provided by us.

Furthermore, starting from March 2023 the obligation to electronically transmit fees has been re-established, the plug-in that will be provided to you is already set up to also fulfill this regulatory obligation.

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The importance of D2C in wine tourism