Cellars

Jon Wurtzel and Wendy Owen sipped wine at Kivelstadt Cellars in Sonoma in 2022, a moment that captures a broader shift in the wine world. For decades, wine clubs have been a winery’s lifeline, yet they’re clinging to perks that feel decades old. In an era where subscriptions for everything from streaming to dog toys dominate, wine clubs—once a reliable revenue stream—have barely evolved. With U.S. alcohol consumption declining and the industry facing a crisis, the question isn’t just why wine clubs are stuck. It’s why they haven’t adapted to keep drinkers engaged. The problem is simple: most clubs offer…