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Why Wine Lovers Aren’t Joining (or Staying in) Your Club

03/11/2025

Wine lovers want more than just great wine—they want an experience that feels personal, convenient, and rewarding.

So the question is: Is your wine club giving them what they truly want?

If sign-ups are slower than expected or retention is a challenge, it’s time to take a closer look at the barriers preventing wine lovers from committing.

Let’s break down what’s holding them back—and how to fix it.

Flexible Billing: The Feature That Could Keep More Members

For many wine lovers, the biggest hurdle isn’t wanting to join—it’s affording to stay.

That’s why flexible billing is becoming a game-changer in the wine industry.

💡 FlexPay by vinSUITE lets wineries offer split payments, making premium memberships more accessible without discounting wine or losing revenue.

Why Flexible Billing Works:

✅ Younger consumers expect payment flexibility—they already use it for travel, fashion, and subscriptions.

✅ Members who would have canceled due to cost can now stay.

✅ Premium tiers become more attainable, increasing upgrades and retention.

📌 Example: A long-time member considers canceling because of financial strain. Instead of losing them, FlexPay allows them to spread the cost over smaller installments, keeping them engaged without sacrificing their experience.

Takeaway: Promote FlexPay as a modern, accessible way to enjoy premium wine club perks without financial barriers.

Email Personalization: More Than Just a First Name

Personalization isn’t just a “nice-to-have” anymore—it’s expected.

Even if your wine club doesn’t allow full customization, members still want to feel like their experience is tailored to them.

With vinSUITE’s segmentation tools, wineries can send targeted recommendations that make each shipment feel personal.

Here’s the Difference Personalization Can Make:

🚫 Generic Email: "Your next shipment is on the way!"

✅ Personalized Email: "We noticed you loved our Pinot Noir last season. This shipment includes a Chardonnay we think you'll enjoy."

💡 Personalized emails can drive up to 41% more click-throughs than generic messages.

Takeaway: Use past purchase history, preferences, and engagement data to craft emails that make members feel like you truly know them.

Harnessing Data to Improve Retention

Your members are constantly telling you what they want—through their orders, event attendance, and interactions.

The question is: Are you listening?

With vinSUITE’s reporting tools, wineries can track key retention insights to optimize engagement:

📊 What wines members actually love.

📊 Seasonal purchasing trends to fine-tune shipments.

📊 Event engagement to tailor future invitations.

📌 Example: Let’s say a large portion of your members are concentrated in a specific region. Why not host an exclusive tasting event there? Small data-driven moves like this can have a huge impact on engagement and retention.

Takeaway: Use member data to make strategic decisions that strengthen relationships and prevent cancellations.

Beyond Shipments: Keeping Members Engaged Year-Round

Wine club members should feel connected to your winery—not just when they receive a shipment, but all year long.

Ideas for Ongoing Member Engagement:

📢 Vineyard updates & behind-the-scenes stories (”See how we’re preparing for harvest!”)

🍷 Food pairing inspiration featuring club wines (”The perfect cheese for your next Cabernet shipment.”)

🏅 Member spotlights (”Meet one of our longest-standing club members!”)

📌 Example: A quarterly newsletter with exclusive offers, upcoming releases, and a personal message from the winemaker keeps members excited between shipments.

Takeaway: Regular, thoughtful communication makes members feel like part of the winery—not just another subscriber.

Final Thoughts: Making Your Wine Club Irresistible

Attracting and retaining members isn’t about gimmicks—it’s about offering genuine value and connection.

📢 Want to see how your wine club stacks up? Take the Wine Club Scorecard to uncover new ways to increase engagement, retention, and member lifetime value.

Post By: vinSUITE