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How Draxton Wines Learned to Embrace the Bulk Wine Market

This winery turned their business around using bulk wine as a strategy.

04/09/2017

Photo for: How Draxton Wines Learned to Embrace the Bulk Wine Market

For most wineries, the decision to enter the bulk wine market is serendipitous rather than planned. It usually happens when shifting market conditions completely change the parameters of a winery's business model, forcing it to embrace other strategies. But once the winery embraces the bulk wine market, there's often no going back.

Consider the case of Draxton Wines, a small, family-run business in Healdsburg, California. The winery had been producing limited quantities of wine for the branded market for more than 20 years when the economic recession of 2008-2009 suddenly led it to consider the bulk market as a way to solve its cash flow problems.

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