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 t asting room, remote sites and on-site events, Wine Club sales and other sales made directly to the consumer without the use of an intermediary . The two s egments 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 and six months ended June 30 , 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 June 30, Wholesale Direct to Consumer Other/Non-Allocable Total (in thousands) 2016 2015 2016 2015 2016 2015 2016 2015 Net sales $ 8,626 $ 8,574 $ 5,514 $ 5,576 $ 1,095 $ 641 $ 15,235 $ 14,791 Cost of sales 4,797 4,336 1,682 1,517 1,190 849 7,669 6,702 Gross profit (loss) 3,829 4,238 3,832 4,059 (95) (208) 7,566 8,089 Operating expenses: Sales and marketing 1,522 1,390 1,534 1,487 822 521 3,878 3,398 General and administrative - - - - 2,624 2,618 2,624 2,618 Total operating expenses 1,522 1,390 1,534 1,487 3,446 3,139 6,502 6,016 Net loss (gain) on disposal of property and equipment - - - - 28 (83) 28 (83) Income (loss) from operations $ 2,307 $ 2,848 $ 2,298 $ 2,572 $ (3,569) $ (3,264) $ 1,036 $ 2,156 Six Months Ended June 30, Wholesale Direct to Consumer Other/Non-Allocable Total (in thousands) 2016 2015 2016 2015 2016 2015 2016 2015 Net sales $ 18,569 $ 16,947 $ 10,207 $ 10,316 $ 2,013 $ 1,245 $ 30,789 $ 28,508 Cost of sales 10,388 8,606 3,112 2,878 2,068 1,254 15,568 12,738 Gross profit (loss) 8,181 8,341 7,095 7,438 (55) (9) 15,221 15,770 Operating expenses: Sales and marketing 3,195 2,787 2,976 2,867 1,664 919 7,835 6,573 General and administrative - - - - 5,795 5,191 5,795 5,191 Total operating expenses 3,195 2,787 2,976 2,867 7,459 6,110 13,630 11,764 Net loss (gain) on disposal of property and equipment - - - - 22 (100) 22 (100) Income (loss) from operations $ 4,986 $ 5,554 $ 4,119 $ 4,571 $ (7,536) $ (6,019) $ 1,569 $ 4,106 |