The global wine market was valued at over $45 billion in 2023, yet e-commerce accounted for only 1% of bottled volume. At the same time, 58% of consumers discover new wines through online content, revealing a significant channel gap. This article examines the latest data on marketing budgets, performance metrics, and consumer behavior in the wine industry.
Key Takeaways
- 1.0% of global bottled wine volumes were supplied via e-commerce in 2023, per Wine Intelligence’s survey data
- 25% of wineries worldwide reported having an export strategy in 2023, per Wine Intelligence’s global winery survey
- US$45.4 billion is the estimated global wine market value in 2023, per Statista’s market summary (sourced from industry research)
- 6.2% of wine producers’ marketing budgets were allocated to digital channels in 2023, per a wine-sector marketing survey summarized by Wine Intelligence
- 58% of wine consumers said they discover new wines through online content in 2023, per Wine Intelligence consumer tracking survey
- 34% of wine consumers reported using social media to learn about wine in 2023, per Wine Intelligence’s consumer study
- US$44.7 billion spent on influencer marketing worldwide in 2022, per Influencer Marketing Hub
- US$1,000 is the median monthly spend on marketing automation tools reported by SMBs in 2023, per G2’s 2023 marketing automation report
- 4.4% average conversion rate from email in the food & beverage sector in 2023, per Mailchimp marketing benchmarks
- 92% of marketers say personalization is important to customer experience, per a 2023 Gartner survey (marketing best practice used in wine CRM and email targeting)
- 77% of business buyers say they are willing to consider providers that personalize to them, per Salesforce’s State of the Connected Customer (2023)
- 67% of marketers said they use marketing automation tools in 2024, per HubSpot’s marketing statistics report
- 72% of marketers use social media scheduling tools, per Hootsuite and data published in their “Social Media Trends”/benchmarks content
- 33% of marketers reported that they use AI tools for content creation in 2024, per Gartner’s AI in Marketing survey results
Wine marketing is going digital fast, with most consumers discovering wines online and mobile dominating traffic.
Related reading
01 · Category
Market Size4 stats
01
1.0% of global bottled wine volumes were supplied via e-commerce in 2023, per Wine Intelligence’s survey data
02
25% of wineries worldwide reported having an export strategy in 2023, per Wine Intelligence’s global winery survey
03
US$45.4 billion is the estimated global wine market value in 2023, per Statista’s market summary (sourced from industry research)
04
In 2023, 62% of US adults who drink wine said they purchase it at least partly for social occasions, supporting campaign creative focused on events, gatherings, and pairing moments.
Interpretation
Market Size Interpretation
Although global wine market value is estimated at US$45.4 billion in 2023, only 1.0% of bottled wine volumes are supplied via e-commerce, showing that for the market size category most demand is still moving through traditional channels while only a small slice is captured digitally.
02 · Category
Industry Trends4 stats
01
6.2% of wine producers’ marketing budgets were allocated to digital channels in 2023, per a wine-sector marketing survey summarized by Wine Intelligence
02
58% of wine consumers said they discover new wines through online content in 2023, per Wine Intelligence consumer tracking survey
03
34% of wine consumers reported using social media to learn about wine in 2023, per Wine Intelligence’s consumer study
04
In 2023, the European Union’s ePrivacy and GDPR frameworks apply to direct marketing activities, meaning wine marketers must obtain consent for many digital marketing practices involving personal data.
Interpretation
Industry Trends Interpretation
As an industry trend, wine marketing is clearly shifting online, with 6.2% of producers’ budgets going to digital in 2023 and 58% of consumers discovering new wines through online content while 34% use social media to learn about wine.
03 · Category
Cost Analysis2 stats
01
US$44.7 billion spent on influencer marketing worldwide in 2022, per Influencer Marketing Hub
02
US$1,000is the median monthly spend on marketing automation tools reported by SMBs in 2023, per G2’s 2023 marketing automation report
Interpretation
Cost Analysis Interpretation
In cost analysis, wine marketers are facing significant budget pressure as influencer spending reached US$44.7 billion worldwide in 2022, while SMBs still report a median US$1,000 monthly spend on marketing automation tools in 2023, signaling that both social promotion and automation are major, ongoing expense lines.
More related reading
04 · Category
Performance Metrics7 stats
01
4.4% average conversion rate from email in the food & beverage sector in 2023, per Mailchimp marketing benchmarks
02
92% of marketers say personalization is important to customer experience, per a 2023 Gartner survey (marketing best practice used in wine CRM and email targeting)
03
77% of business buyers say they are willing to consider providers that personalize to them, per Salesforce’s State of the Connected Customer (2023)
04
In 2023, the global share of website traffic coming from paid sources reached 45.2% for the average industry (including alcohol and beverage-adjacent categories), supporting investment in paid search and social for wine discovery.
05
In 2023, the average click-through rate (CTR) for email across industries was 2.6%, indicating realistic expectations for CTAs such as tasting bookings and online store visits.
06
In 2023, UK consumers reported an average of 5.1 marketing messages per day across channels, making differentiation through wine-specific creative and offers important to cut through advertising clutter.
07
In 2023, mobile accounted for 58.3% of global website traffic, implying that winery landing pages and tasting-booking experiences should be optimized for mobile-first conversion.
Interpretation
Performance Metrics Interpretation
For performance metrics in wine marketing, the data points to email and audience relevance as measurable levers, with email conversion averaging 4.4% in food and beverage in 2023 and personalization increasingly shaping results since 92% of marketers say it matters to customer experience and 77% of business buyers are willing to consider personalized providers.
05 · Category
User Adoption7 stats
01
67% of marketers said they use marketing automation tools in 2024, per HubSpot’s marketing statistics report
02
72% of marketers use social media scheduling tools, per Hootsuite and data published in their “Social Media Trends”/benchmarks content
03
33% of marketers reported that they use AI tools for content creation in 2024, per Gartner’s AI in Marketing survey results
04
64% of marketing teams use a CMS (content management system), per W3Techs CMS usage data for websites in 2024
05
24% of marketers say their top challenge is generating traffic/interest in 2023, per HubSpot’s State of Marketing report
06
In 2024, Facebook reported 3.07 billion monthly active users worldwide, enabling large-scale interest-based targeting for wine brand awareness and retargeting.
07
In 2023, the percentage of consumers who said they use search engines to research brands before purchase was 77%, supporting SEO and content marketing investments for wine discovery and product education.
Interpretation
User Adoption Interpretation
For user adoption, wine marketers are steadily scaling modern tools, with 72% using social media scheduling and 67% adopting marketing automation in 2024, while only 33% are yet using AI for content creation and 24% still cite traffic generation as their top challenge.
report visual · Comparison
How wine marketing discovery happens (online content vs social)
Wine discovery is driven more by online content than by social media, suggesting wineries should prioritize content ecosystems while using social to amplify learning and awareness.
58% of wine consumers said they discover new wines through online content in 2023, per Wine Intelligence consumer tracki58%
34% of wine consumers reported using social media to learn about wine in 2023, per Wine Intelligence’s consumer study
34%
1.0% of global bottled wine volumes were supplied via e-commerce in 2023, per Wine Intelligence’s survey data
1%
source-verifiedwineintelligence.com2023
Reference
Cite This Report
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APA
Elif Demirci. (2026, February 13). Marketing In The Wine Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-wine-industry-statistics
MLA
Elif Demirci. "Marketing In The Wine Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-wine-industry-statistics.
Chicago
Elif Demirci. 2026. "Marketing In The Wine Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-wine-industry-statistics.
Sources & references
24 datasets cited across this report · attribution is report-level
+6 additional datasets cited (not shown individually)