What younger members value
Understand how their expectations differ from older members, beyond the easy generalizations.
Session 04
The Generational Shift in Your Wine Club
Session 04
About the Session
Younger members do not want the same things their parents did, and clubs built for one generation are starting to feel it.
This session gets past the easy generalizations and into what actually moves people to join a club, stay in it, and tell a friend.
Megan Currie walks through what younger members value and how that differs from older ones, then turns it into practical club design: the features and benefits that speak to each group.
You will look at how to go beyond assumptions and ask your own members what they want, why that feedback matters, and when to gather it.
You will also learn the common mistakes wineries make trying to please everyone at once, so you can avoid them.
Take it back to your winery
What You’ll Gain
A clearer way to build a club around the members you have — and the members you want next.
Design your club around it
Identify the features and benefits that speak to different groups instead of building only for one.
Ask, do not assume
Learn why, when, and how to gather member feedback — and the common mistakes to avoid.
Meet the speaker
Club strategy grounded in member behavior.
Hands-on DTC experience across membership, operations, data, and winery systems.
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Megan Currie
Owner, The Wine Lass & Head of the Wine Club Professional Network
In her years in DTC wine sales, Megan Currie has overseen every stage of the sales funnel, from email marketing to tasting room to inventory and sales operations, for brands such as Turnbull Wine Cellars, Heitz Cellar, Stony Hill Vineyard, and Burgess Cellars.
Her primary expertise is wine club membership, where she has used member feedback surveys, pilot programs, and obsessive data analysis to design wine club programs that convert and retain at the highest level.
Megan's mission is to help wineries reform their systems to run more smoothly so teams can spend less time on fire drills and more time on revenue.
Wine Club Symposium 2026
Build a club that grows with your members.
Join Megan and the rest of the Wine Club Symposium speakers live September 15 & 16.
Register Now ← View the full Wine Club Symposium agenda