Unlike most of the business world, there's a sense in the wine business that sharing is part of community, and your neighbor is part of your support mechanism. They are not a rival nor are they a competitor. Everyone freely offers support in the form of information and time. If you need a tractor because yours is mired in a soggy field, no problemo! Need a little welding and custom fabrication on a pump? I'll be right over with a welding rig. Stuck fermentation? I'll send over a portable heating unit.
That kind of sharing happens all the time. But ask your neighbor for your wine club list, or ask "Can you show me a copy of your financial performance so I can compare my winery to yours?" The answer is always just < ..... crickets ..... >.
When it comes to that question you'll just get a mixture of liars dice, false bravado, partial truths and ..... well ..... the following video I put together is the best explanation of how that game is played with your neighbors in wine country.......
Sales Growth in Premium Wine is Slowing
How Much Do Wineries Really Make?
Also interesting to note is the sales growth from the financials we collect from smaller wineries, ended up almost identical to the growth in the $20+ category from Nielsen data. That isn't always the case because Nielsen data are dominated by wholesale and SVB data is 60% direct, but for the second year running there was almost perfect alignment as you can see in the above graph.