Number of cases of wine shipped direct-to-consumer in the U.S. last year. DTC shipments have risen by nearly a million cases for each of the last four years. (Overall, however, DTC sales are still in their infancy, accounting for just 8.6% of total wine sales.) The average price of a bottle of wine shipped DTC was $38.69. By comparison, the average price for a bottle of wine bought at a wine store was $9.29.