New: 2026 edition

Maximizing Wine Club Retention

The retention guide wineries have used for years, completely rewritten for 2026 with new industry data and the tools that show you which members are drifting.

See where club growth stands, with 2026 data from SVB's Direct-to-Consumer Wine Report.
Learn how vinSIGHT and Ask Vinny help you spot at-risk members and reach out first.
Finish with a 30-day plan you can start this week.

Get the 2026 edition.

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What's new in 2026

Same title. Everything inside is new.

If you have read an earlier version, this one is a full rewrite built around what wineries are dealing with now.

2026 industry data

Fresh numbers from SVB's 2026 report on club growth, cancellations, member tenure, and discounting.

vinSIGHT and RFM

How cancellation risk scoring works, and how to match your outreach to the member.

Ask Vinny

Ask a question in your own words, then export the list of members behind the answer.

Why it matters now

New members are joining as fast as others are leaving.

Wine clubs are still the largest part of DTC sales, but growth has flattened. That makes every member you keep worth more.

Net wine club growth in 2025, down from 13% in 2021.

26% vs 22%

Average club acquisition rate against the average cancellation rate.

$2,803

Lifetime value of the average club member, an all-time high.

Source: SVB 2026 Direct-to-Consumer Wine Report, 450 family wineries, 2025 actuals.

New for 2026

Inside the guide

Seven chapters, and a plan for the next 30 days.

Practical plays for winery teams, backed by current data, with a checklist at the end so you know where to start.

1. Where retention stands in 2026 The numbers behind flat club growth and what they mean for your winery.

2. See who is drifting before they cancel vinSIGHT, RFM scoring, and a retention scorecard to track.

3. Ask a question, get the list Questions worth asking Ask Vinny, and how to turn answers into outreach.

4. Fix the cancellations you can prevent Declined cards, missed pickups, and shipping choices.

5. Personalize the club, not the price Club types, avoiding trading down, and smarter discounting.

6. Make every visit count and build community Tasting room habits and member experiences that keep people connected.

7. Your 30-day retention plan A week-by-week checklist: look, fix, reach out, measure.

A look inside

Built to be used, not just read.

Built for teams that want members who stay.

The wineries pulling ahead pay attention to customers and relationships, not just costs. Retention is where that attention pays off first.

This guide is for owners, general managers, wine club managers, and DTC and tasting room teams who want a practical next step instead of another report.

Questions

Frequently asked questions

I have seen this ebook before. What is different?

The title is the same, but the guide is new. It uses 2026 industry data, covers vinSIGHT and Ask Vinny, and ends with a 30-day plan.

Is it really free?

Yes. The ebook is completely free with no obligation. Complete the form to get your copy.

What format is the download?

You will receive a PDF that works on any device. Read it on your computer, tablet, or phone, and save it for later.

Can I share it with my team?

Absolutely. Share it with your DTC team, tasting room managers, or marketing staff. The plays work best when everyone is aligned on retention.

See vinSUITE in action

Want to see which of your members are at risk?

See how vinSUITE brings your wine club, TabletPOS, eCommerce, CRM, and vinSIGHT analytics together, so you can spot cancellation risk and act on it.

Take a closer look at vinSUITE.

Schedule a personalized walkthrough with a winery DTC specialist.

Book a vinSUITE Demo