Business Segment Information | 11. Business Segment Information The Company has identified two operating segments which are reportable segments for financial statement reporting purposes, Wholesale Sales and Direct to Consumer Sales, based upon their different distribution channels, margins and selling strategies. Wholesale Sales includes all sales through a third party where prices are given at a wholesale rate whereas Direct to Consumer Sales includes retail sales in the tasting room, remote sites and at on-site events, Wine Club sales and other sales made directly to the consumer without the use of an intermediary. The two segments reflect how the Company's operations are evaluated by senior management and the structure of its internal financial reporting. The Company evaluates performance based on the gross profit of the respective business segments. Selling expenses that can be directly attributable to the segment are allocated accordingly. However, centralized selling expenses and general and administrative expenses are not allocated between operating segments. Therefore, net income information for the respective segments is not available. Based on the nature of the Company’s business, revenue generating assets are utilized across segments. Therefore, discrete financial information related to segment assets and other balance sheet data is not available and that information continues to be aggregated. The following table outlines the net sales, cost of sales, gross profit, directly attributable selling expenses and operating income for the Company’s reportable segments for the three months ended March 31, 2016 and 2015, and also includes a reconciliation of consolidated income (loss) from operations. Other/Non-allocable net sales and gross profit include bulk wine and grape sales, event fees and retail sales. Other/Non-allocable expenses include centralized corporate expenses not specific to an identified reporting segment. Sales figures are net of related excise taxes. Three Months Ended March 31, Wholesale Direct to Consumer Other/Non-Allocable Total (in thousands) 2016 2015 2016 2015 2016 2015 2016 2015 Net sales $ 9,943 $ 8,373 $ 4,693 $ 4,740 $ 918 $ 604 $ 15,554 $ 13,717 Cost of sales 5,591 4,270 1,430 1,361 878 405 7,899 6,036 Gross profit 4,352 4,103 3,263 3,379 40 199 7,655 7,681 Operating expenses: Sales and marketing 1,673 1,396 1,442 1,131 842 648 3,957 3,175 General and administrative - - - - 3,171 2,573 3,171 2,573 Total operating expenses 1,673 1,396 1,442 1,131 4,013 3,221 7,128 5,748 Net gain on disposal of property and equipment - - - - (6) (17) (6) (17) Income (loss) from operations $ 2,679 $ 2,707 $ 1,821 $ 2,248 $ (3,967) $ (3,005) $ 533 $ 1,950 |