2026 Wine E-commerce Pricing Report: 60% Dispersion Across Channels

If price is how brand value is communicated to the consumer, then price dispersion across channels is a signal no winery should ignore. Our team analyzed over 20,000 unique SKUs across +30 e-commerce channels in Chile, Spain, Brazil, Mexico, and the UK during the first half of 2026.

The headline finding

The same bottle — same wine, same vintage, same format — can sell for up to 60% more or less depending on the digital channel where it’s transacted. This gap isn’t always the result of a deliberate strategy: in many cases it reflects a lack of visibility into how each retailer and marketplace is positioning the product.

Price dispersion isn’t necessarily a problem — but not having visibility into it is.

By market

• The UK shows the highest relative dispersion, partly due to the coexistence of specialized retailers and large supermarket chains with very different pricing strategies.
• Mexico shows lower dispersion, but with an upward trend as more digital channels come online.
• Chile has the tightest dispersion, consistent with a more mature and consolidated domestic market.

What revenue teams can do

Sales and marketing teams with visibility into this data can prioritize which channels to audit first, adjust their export mix by market, and spot opportunities where competitors are already capturing premium pricing.

Want the full report, including methodology and the breakdown by Appellation of Origin? Get in touch and we’ll send it over.