Direct selling is a marketing strategy that is developing quickly, especially in the wine-growing sector. While many studies have focused on the factors and strategies leading to the adoption of short food supply chains, this study aims to study the dynamics and sustainability over time of direct selling as adopted by wine-growing farms. The data examined relates to French farms within the Farm Accountancy Data Network (FADN) operating continuously over the period 2006 to 2012. The analysis calls on a two-step Heckman selection model that considers the duration of the direct selling adoption, conditioned by the farmers’ initial decision to adopt such marketing strategy or not. The results emphasise the fact that size is a key factor driving the conversion to direct selling. This marketing channel is chosen by wine-growing farms keen to increase their acreage but to decrease their economic and financial size, as well as their use of phytosanitary products. These results reflect the emergence of a specific model of small wine-growing farms centred on the adoption of direct selling.