How to Grow and Sustain a Thriving Wine Club

For many wineries, the wine club isn't just a revenue stream—it’s the heartbeat of direct-to-consumer success. With recurring revenue, predictable sales, and brand evangelism baked into the model, a thriving wine club can provide both stability and scalability. But attracting new members—and more importantly, keeping them—is an ongoing challenge in a competitive landscape. 

Let’s dive into actionable strategies to both drive wine club sign-ups and reduce member churn, with a focus on industry-proven best practices: from strategic onboarding to targeted promotions and personalized engagement. 

1. Make the First Impression Count: Strategic Onboarding

A new wine club member is at their peak engagement during sign-up—don’t let that momentum fade. A clear, thoughtful onboarding process is crucial to establishing trust and loyalty from the start. 

Best Practices: 

• Welcome Series Emails: Send an automated, branded email sequence welcoming new members, explaining club benefits, and setting expectations around shipping, billing, and customization timelines. 

• Personal Touches: Assign staff to follow up with a personalized thank-you message or call. A human touch can reduce buyer’s remorse and foster connection. 

• Easy-to-Digest Education: Provide a beautifully designed “Welcome to the Club” PDF or microsite with info about the winemaking team, cellar notes, past vintages, and future perks. 

Pro Tip: Consider including a link to a short video from the winemaker or owner welcoming members and inviting them behind the scenes. 

2. Attract With Purpose: Rethink Your Value Proposition

It’s no longer enough to offer “3 bottles, 3 times a year.” Today’s wine consumers—especially younger demographics—are looking for exclusive access, elevated experiences, and personalized benefits. 

Strategies to Refine Your Club Offering: 

• Tiered Memberships: Allow members to choose between curated and customizable shipments, or scale benefits based on spend. 

• Lifestyle Perks: Partner with restaurants, travel brands, or luxury retailers for cross-promotional benefits. 

• Exclusive Access: Members-only wines, cellar previews, library selections, or “first dibs” on new releases create FOMO and loyalty. 

Pro Tip: Audit your competitor’s club models to ensure your offering is competitive—and not just on price, but perceived value. 

3. Use Targeted Promotions to Convert Visitors to Members

Wine club sign-ups often come down to timing and relevance. Your best prospects are customers already tasting, purchasing, or engaging with your brand. Make the leap from customer to member a natural one. 

Conversion-Driven Tactics: 

• Tasting Room Scripts: Train staff with friendly, pressure-free prompts to share club benefits at checkout or during tastings. 

• Exclusive Event Access: Allow non-members to attend a members-only event once—then follow up with a sign-up offer. 

• Limited-Time Incentives: Use seasonal deadlines, limited-release bundles, or waived sign-up fees to create urgency. 

Pro Tip: Use segmentation to target email promotions based on prior spend, region, or visit frequency. 

4. Personalize, Personalize, Personalize

Personalized communication is not just a nicety—it’s an expectation. With the right data and tools, you can speak to members as individuals, not just subscribers. 

Ways to Build Personalized Engagement: 

• Birthday & Anniversary Offers: Celebrate key milestones with a personal note or a surprise bottle. 

• Tailored Recommendations: Use past purchase behavior to suggest similar wines, upsell library releases, or drive tasting room visits. 

• Smart Customization Reminders: Send club customization prompts with member names, preferences, and last selections prefilled. 

Pro Tip: Set up dynamic email content blocks that adjust based on member tier or geographic location. 

5. Fight Churn with Communication and Flexibility

Even your most loyal members might consider canceling if they feel overwhelmed, disconnected, or locked into a rigid schedule. Stay ahead of attrition with proactive strategies. 

Churn Reduction Tactics: 

• “Pause, Don’t Cancel” Options: Offer skip-a-shipment or hold features with easy online access. 

• Exit Surveys: Ask departing members what prompted their decision. Use the feedback to adjust your offerings. 

• Retention Campaigns: Re-engage lapsed members with exclusive “We Miss You” offers or limited rejoin perks. 

Pro Tip: Identify at-risk members using data triggers (e.g., declined payments, unopened emails, skipped customizations) and follow up with human outreach. 

6. Leverage Tech to Scale with Confidence

The right technology stack is essential for managing a wine club that’s both high-touch and high-efficiency. 

Tools That Make a Difference: 

• CRM + Automation: Segment members, track behavior, and automate communications with an all-in-one DTC platform. OrderPort combines CRM with the rest of your buisnesses. 

• Data Dashboards: Regularly review club growth, churn rates, average order values, and LTV metrics. 

• Mobile Optimization: Ensure your sign-up forms, customization portals, and member dashboards are mobile-friendly. 

Pro Tip: Integrate your ecommerce, POS, and club management systems to create a seamless 360° customer view. 

Final Pour: Keep Your Club Community-Focused 

At its best, a wine club isn’t just a transaction—it’s a community. Whether you’re sharing harvest updates, inviting members to pick-up parties, or posting behind-the-scenes vineyard stories on Instagram, the goal is to make members feel like insiders. 

In an industry built on connection and experience, the wineries who treat their club like a true relationship—not just a revenue line—will be the ones who see long-term success. 

Looking to refine your wine club strategy? 
Download our free Wine Club Audit Checklist to evaluate your current offerings and uncover opportunities for growth.