MONDAY, SEPTEMBER 30, 2024. BY ZINFANDEL ADVOCATES & PRODUCERS (ZAP).
It’s nice to have a piece of good news about Zinfandel sales to share.
Zinfandel Advocates and Producers (ZAP) was awarded a $256,291 grant in 2019 from the California Department of Food & Agriculture (CDFA)’s Specialty Crop Grant program. The goal of the grant was to increase direct-to-consumer (DTC) sales of Zinfandel wine by three percent as measured by Wines Vines Analytics, going from $127,742,716 in 2018 to $141,784,997 in 2023.
Lodi Zinfandel complimenting a delicious farm-to-fork meal. Photo: Lodi Winegrape Commission.
Was this goal accomplished, even in a down-turned market?
Yes! ZAP recently reported the wonderful news that their goal of increasing Zinfandel sales was met and exceeded, with an increase of 12.4%.
The sales increase was to measured using the Sovos/Wines & Vines Direct-to-Consumer sales database. This database estimates sales made in direct shipments from wineries to consumers using a combination of Sovos’ ShipCompliant software (the largest shipping compliance software in the US wine industry) and the Wines & Vines Analytics database of over 11,000 domestic wineries. Direct sales to consumers are the most important sales channel for small to medium size wineries in the United States, which are mostly farmer- or family-owned.
It should be noted that the sales goals in the grant application were established using the most recent data available to ZAP at the time of the grant application, which was for the years 2018 and (estimated) 2019. The promotion activities funded by the grant took place during 2023 and 2024. DTC sales of Zinfandel are projected to continue to rise based on preliminary data from January through April of this year.
Annual values of direct to consumer sales of Zinfandel in the United States during the grant period are as follows:
$137,742,716 = 2018 Baseline (pre-grant project)
$141,874,997 (+3%) = Sales Goal (post-grant)
$154,916,406 (+12.4%) = Actual 2023 Sales
Source: Full Glass Research/Sovos/Wines & Vines Analytics DtC Shipments database
How was the goal of increasing Zinfandel wine sales achieved? ZAP hosted an in-person event at the Healdsburg Food & Wine Experience, created ZinfandelTV for YouTube, launched the website ZinfandelLive.com, partnered with Wine.com to support sales, and executed a public relations and social media campaign with online advertising. Emmy-award winning host Leslie Sbrocco and celebrity Chef Kent Rathbun were featured in some of these Zinfandel promotions, which added a level of credibility to the project.
What is Zinfandel Live?
Zinfandel Live tells the California Zinfandel story through a series of engaging online episodes featuring the ultimate in Zinfandel wine and food pairings, seminars, cooking demonstrations, recipes, winemaker interviews and tastings aimed at broadening the Zinfandel fan base.
About Zinfandel Advocates & Producers (ZAP)
Zinfandel Advocates & Producers (ZAP) is a non‐profit 501(c)(3) association dedicated to advancing public knowledge of and appreciation for American Zinfandel and its unique place in our culture and history. Members include over 200 winegrowers and winemakers, as well as thousands of wine enthusiasts. The common focus is the preservation and recognition of Zinfandel as America’s Heritage Grape. Started in 1991, ZAP is reported to be one of the largest consumer‐based wine advocacy groups in the world. ZAP’s showcase event is Zinfandel Experience (ZinEX) in San Francisco. ZAP can be found online at Zinfandel.org.
Have something interesting to say? Consider writing a guest blog article!
To subscribe to the Coffee Shop Blog, send an email to stephanie@lodiwine.com with the subject “blog subscribe.”
To join the Lodi Growers email list, send an email to stephanie@lodiwine.com with the subject “grower email subscribe.”
To receive Lodi Grower news and event promotions by mail, send your contact information to stephanie@lodiwine.com or call 209.367.4727.
For more information on the wines of Lodi, visit the Lodi Winegrape Commission’s consumer website, lodiwine.com.
For more information on the LODI RULES Sustainable Winegrowing Program, visit lodigrowers.com/standards or lodirules.org.
