In the world of direct-to-consumer wine sales, your wine club is more than just a recurring revenue...
Wine clubs have long been a pillar of winery success—providing dependable recurring revenue, deepening customer relationships, and extending the brand experience far beyond the tasting room. But in today’s increasingly competitive and consumer-driven landscape, traditional club perks like simple discounts and quarterly shipments are no longer enough.
Modern wine lovers are discerning. They want more than just wine—they want value, connection, and an experience worth sticking around for.
In this post, we’ll unpack the benefits that actually matter to today’s wine club members—and share actionable strategies for wineries to not only meet expectations but exceed them.
- Personalization and Customization
What members expect:
Gone are the days of one-size-fits-all shipments. Today’s club members want choice—whether that means selecting their own wines, choosing delivery dates, or setting preferences for reds, whites, or blends.
How to deliver:
Offer full or partial customization. Let members tailor shipments to their taste, budget, or mood. Systems that support customer choice models can drive satisfaction and retention.
Use data to personalize communications. Recommend wines based on purchase history, tasting notes, or club tier. A personalized touch goes a long way.
Allow flexibility in delivery and frequency. Life happens. Giving members the ability to skip, delay, or pause a shipment increases long-term loyalty.
- Flexibility and Control
What members expect:
Consumers want autonomy. They’re used to subscriptions they can manage with a tap or click, from meal kits to streaming services. Wine clubs should be no different.
How to deliver:
Member portals or mobile apps where customers can update preferences, swap bottles, or manage payments are now expected—not a luxury.
Proactive communication around shipments, billing, and cutoffs reduces confusion and churn.
Transparent policies for cancellations, upgrades, or skipping a shipment build trust and reduce friction.
- Exclusive Access (Real and Perceived)
What members expect:
Wine club members want to feel like insiders. The best clubs create a sense of exclusivity and discovery—access to something others can’t get.
How to deliver:
Member-only wines or library releases that aren’t available elsewhere.
First access to new vintages, limited bottlings, or special formats.
Invitations to private events, online tastings, or winemaker dinners.
Behind-the-scenes content like vineyard updates, harvest stories, or virtual tours.
- Experiential Value Beyond the Bottle
What members expect:
Wine is inherently experiential—but your club experience needs to go further than a box on the doorstep. Members crave connection, education, and enrichment.
How to deliver:
Host virtual tastings, educational webinars, and pairing workshops. These create community and elevate your brand beyond just a product.
Incentivize in-person visits. Offer free tastings, guest passes, or discounted stays for members who visit the winery.
Collaborate with local artisans or chefs to deliver curated experiences—think olive oil, cheese pairings, or recipe cards.
- Tangible and Emotional Value
What members expect:
Your members need to feel like they’re getting something worth their investment—both in terms of value and emotional satisfaction.
How to deliver:
Tiered benefits that increase with loyalty, spend, or tenure. Think birthday gifts, anniversary shipments, or surprise add-ons.
Thoughtful packaging and unboxing experiences that reinforce brand identity and care.
Handwritten notes or seasonal updates that feel human and not transactional.
The Takeaway
Modern wine clubs must evolve to keep pace with shifting consumer expectations. Today’s members want to feel in control, seen, and rewarded—through customization, access, flexibility, and real-life experiences.
Wineries that view their wine club not as a static product, but as an evolving relationship, will be the ones that thrive. Deliver value beyond the bottle, and your members won’t just stay—they’ll become your best brand advocates.
Ready to level up your wine club?
Download our Wine Club Audit Checklist to uncover hidden opportunities and unlock sustainable growth.
