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 the same tired perks—discounts, free tastings, and members-only events—without innovation. Even as wineries experiment with walk-ins, non-alcoholic options, and wellness-focused experiences, their clubs remain static. Silicon Valley Bank’s 2025 report reveals wine club growth slowed to 2% in 2024, down from 5% the prior year. That’s a stark reminder that clinging to the past isn’t sustainable. Wineries need to think beyond wine.
But a handful are redefining what a club can be. Ashes & Diamonds’ Traveler club, for instance, offers hotel pool access, spa discounts, and free pick-up parties featuring local food vendors. Members aren’t just buying wine—they’re booking vacations. Similarly, Kivelstadt Cellars’ Community Club lets members spend monthly fees on food and wine, with perks like free tastings and a playground for kids. These models prioritize community and flexibility, turning customers into loyal advocates.
The lesson here is clear: wine clubs must stop being transactional and start being experiences. Whether through travel perks, dining partnerships, or low-cost engagement, the goal is to lock in drinkers for the long haul.
What’s your favorite way to engage with wine beyond the glass.
What’s your favorite way to engage with wine beyond the glass?
Questions & Answers
Why haven’t wine clubs adapted to the California wine industry changes?
Wine clubs have been slow to update with new trends like direct-to-consumer sales and sustainability, sticking to traditional models that don’t reflect modern consumer preferences.
What’s driving change in the California wine industry?
Shifts toward sustainability, direct-to-consumer sales, and diverse wine styles are reshaping the industry, driven by consumer demand and environmental concerns.
Information sourced from industry reports and news outlets.
