Direct-to-Consumer Is Not a Channel — It’s Infrastructure
Direct-to-Consumer Is Not a Channel — It’s Infrastructure For years, wineries have treated direct-to-consumer as a sales channel. A tasting room. An email list. A wine club. An eCommerce store. Important, yes. Strategic, sometimes. But often viewed as secondary to wholesale distribution. That framing is outdated. Direct-to-consumer is no longer a channel. It is infrastructure.
