From Tasting to Purchase:
Conversion & Spend
Three in four tastings and reservations end in a sale.
Across six markets — Australia, Canada, Great Britain, New Zealand, the United States, and South Africa — 75% of tastings and reservations end in a purchase that includes at least one bottle of wine.
Average order values reflect both local pricing and purchasing culture.
South Africa leads in nominal terms at R1,254, though this reflects the local price environment rather than outsized basket behaviour. Among the remaining markets, Australia tops the list at A$102, followed closely by the US at $96 and New Zealand at NZ$90, with Canada and Great Britain trailing slightly.
United States Average POS Order Value
Canada Average POS Order Value
Australia Average POS Order Value
South Africa Average POS Order Value
New Zealand Average POS Order Value
Great Britain Average POS Order Value
Bottles per transaction tells a complementary story.
South African visitors again lead at 2.19 bottles per order, with Australia (1.90) and the US (1.79) not far behind. Great Britain and New Zealand sit at the lower end.
Taken together, these numbers suggest the tasting room experience is doing its job: getting people to the table and getting bottles in their hands.
Actionable Insights:
Close the 25% gap With 75% conversion already strong, the focus should be on understanding why 1 in 4 visits doesn't end in a purchase. Is it pricing friction? A rushed experience? Identifying the drop-off reason is the first step to moving that number.
Grow the basket, not just the sale Average bottle counts sit between 1.49 and 2.19 across markets, leaving meaningful room to grow. Simple tactics, a "take home a case" prompt, a staff recommendation of a second bottle that pairs well, or a subtle nudge toward a mixed six can lift basket size without adding pressure to the experience.