Top Winery Reports Every Tasting Room, Club, and eCommerce Team Should Be Using

Uncover what’s driving performance and where to take action next

In today’s competitive wine market, the difference between a winery that thrives and one that simply survives often comes down to data. But not just any data—actionable insights pulled from the right reports at the right time. Whether you're running a boutique estate or managing multiple tasting rooms with national distribution, you need consistent visibility across your sales, inventory, and customer behaviors to guide smarter decisions.

The most successful wineries don’t guess. They review key reports across their tasting room, wine club, and eCommerce operations to understand trends, identify gaps, and uncover opportunities. Here are the essential winery reports every team should be using to drive growth and improve efficiency across all DTC channels.

1. Sales by Channel Report

Understand where revenue is truly coming from

Breaking down sales by channel—tasting room, wine club, eCommerce, events, and wholesale—provides a clear picture of your business health. This report shows which channels are growing, which are underperforming, and where to focus your next campaign or promotion.

Key insights to extract:

• Contribution margin by channel

• Seasonal spikes and dips

• Conversion rates from each experience type

• Customer acquisition costs compared to LTV

This is often the foundational report used during leadership meetings to set quarterly goals and allocate budgets accordingly.

2. Wine Club Churn and Retention Report

Track how well you’re keeping your most valuable customers

Wine club members often represent your most profitable relationships. Monitoring your club churn rate—the percentage of members who cancel over a given period—helps you spot patterns and intervene early.

What to look for:

• Monthly and annual churn rates

• Retention trends by club tier

• Churn after the first or second shipment

• Club tenure length and cancellation reasons

When combined with member feedback and transactional history, this report helps refine club benefits, communication cadence, and packaging strategy.

3. Inventory Velocity Report

Move product efficiently while minimizing waste and stockouts

Inventory velocity measures how quickly your products sell through, helping forecast production, restocking, and DTC demand. For wineries, this is particularly important when managing limited releases, vintage transitions, or tasting room exclusives.

Insights this report reveals:

• Fastest and slowest movers by SKU and vintage

• Sell-through rate by channel

• Backorders and out-of-stock trends

• Inventory aging and storage cost exposure

Smart inventory planning reduces holding costs, prevents overselling, and ensures top-performing wines are always in stock when customers want them.

4. Average Order Value (AOV) Report

Gauge the effectiveness of upselling and bundling strategies

AOV tells you the average dollar amount spent per transaction. Reviewing this metric by channel and over time uncovers how well your team is encouraging add-ons, upgrades, and multi-bottle purchases.

How to use AOV reporting:

• Compare tasting room vs. online vs. club AOV

• Track AOV changes during promotions or club releases

• Identify top-performing product bundles or promotions

• Set staff incentives tied to AOV improvements

A higher AOV often signals better-trained staff, more engaging customer experiences, and well-targeted offers.

5. Reservation and Foot Traffic Report

Connect visits to sales outcomes

Tracking tasting room reservations alongside foot traffic trends reveals not only how many guests you’re attracting, but also how those visits convert into revenue and memberships.

Important metrics include:

• Walk-ins vs. reservations

• No-show and cancellation rates

• Conversion to purchase or club sign-up

• Average spend per visitor type

This report can also inform staffing, shift scheduling, and experience design to better match demand patterns.

6. Customer Lifetime Value (LTV) Report

Invest where it matters most

LTV estimates the total revenue a customer is expected to generate during their relationship with your brand. It’s a critical metric for understanding marketing ROI, especially in high-competition DTC wine markets.

What to extract:

• LTV by acquisition channel

• Impact of club retention on LTV

• Average time to breakeven for new members

• Trends by demographic or ZIP code

Use this report to refine targeting, justify acquisition spend, and identify which customer segments are worth nurturing long term.

7. Email Campaign and Offer Performance Report

Tie marketing efforts directly to revenue

Running email campaigns or seasonal offers? You need a report that clearly connects outreach to results. This includes open and click rates, conversion to purchase, and total revenue generated.

Look at:

• Offer type performance (discounts vs. experiences)

• List segmentation success

• Channel-specific conversion (email vs. SMS vs. social)

• Unsubscribe rates and engagement trends

This report ensures that marketing teams are not just generating noise but delivering measurable value to the business.

8. Product Performance by Margin Report

Focus on what actually improves your bottom line

Not all best-sellers are profit leaders. This report analyzes product performance based on profit margin, not just units sold. It helps you prioritize high-margin wines in sales efforts and adjust pricing strategies when necessary.

Watch for:

• Margin contribution by SKU and channel

• High-volume, low-margin pitfalls

• Cost creep across vintages or suppliers

• Correlation between margin and promotional success

This view helps wineries maximize profitability without always chasing volume.

Making It Work: Integrating Reports Into Weekly Workflow

To get the most from these reports, integrate them into regular review cycles:

• Use dashboards for real-time monitoring

• Automate report generation to save staff time

• Hold weekly or monthly data debriefs with sales, marketing, and operations teams

• Use historical comparisons to track improvement over time

With the right tools in place, reporting transforms from a time-consuming task into a strategic asset. Unified platforms that combine POS, club, inventory, and CRM data make it easier to create and interpret these reports, eliminating silos and guesswork.

Final Thoughts

The wine industry continues to evolve, and consumer expectations are rising. Wineries that operate with a data-informed mindset are better equipped to adapt, grow, and build lasting customer loyalty. These reports provide a roadmap—not just to measure past performance, but to guide smarter decisions for the future.

If you're not using these insights yet, the time to start is now. Your data holds the answers. The right reports bring them to life.