September 16, 2024
5 Must-Track Metrics for Wine Club Success
5 Wine Club Metrics to Track, With 2026 Benchmarks
Running a successful wine club takes more than offering great wine. You need to know whether members are staying, whether they are spending, whether the club is growing, and whether your team is catching problems before they become cancellations.
That is where wine club metrics matter. The right reports help your team stop guessing, focus on the members who need attention, and connect wine club performance to tasting room, ecommerce, and CRM activity.
Which wine club metrics matter most?
The five metrics that show whether a wine club is healthy are member retention rate, average order value by club member, member lifetime value, club performance metrics such as signups and cancellations, and club pickup tracking. Together, they answer three questions: are members staying, are they spending, and is the club growing?
2026 wine club benchmarks to know
The SVB 2026 Direct-to-Consumer Wine Report shows a wine club environment where retention matters more than ever. Average acquisition and attrition are now close enough that many clubs are effectively flat, while the lifetime value of a club member has reached an all-time high.
| Metric | 2026 benchmark |
|---|---|
| Club attrition | 22% average |
| Club acquisition | 26% average |
| Net club growth | Approximately 2%, down from 13% in 2021 |
| Member lifetime value | $2,803, an all-time high in the SVB series |
| Average member tenure | 32 to 41 months depending on region |
Below is each metric, how to calculate it, where your number should sit, and which wine club software report to pull.
1. Member Retention Rate
Why it matters
Member retention is the foundation of a healthy wine club. Long-term members contribute recurring revenue, buy outside their regular shipments, visit the tasting room, and are easier to grow than a cold prospect.
Retention matters more in 2026 than it did five years ago. SVB's 2026 DTC report shows average acquisition and attrition running close together, which means many clubs are growing very little after cancellations are counted. Keeping a member is now just as important as finding one.
What a good number looks like
Average club attrition across the SVB dataset is 22%, against 26% acquisition. If your attrition is above 24%, you are behind the average. If it is under 18%, you are performing well. The most useful benchmark is still your own trend: is retention improving quarter over quarter?
What to track
Track member tenure, renewal rates, cancellation trends, and common cancellation reasons. Look for patterns around shipment dissatisfaction, timing, price sensitivity, or members who stop engaging before they cancel.
Report to use: the Club Tenure Report in vinSUITE shows average member tenure, cancellations, and signups over time. vinSIGHT analytics also scores active members for cancellation risk with up to 94% confidence, so your team can act before a member leaves rather than after. For more on this, see our guide to wine club retention.
2. Average Order Value by Club Member
Why it matters
Average order value by club member shows how much individual members spend when they buy. It helps you understand whether members are only receiving default shipments or whether they are adding bottles, buying gifts, visiting the tasting room, and engaging beyond the club run.
What a good number looks like
SVB does not publish a club-specific AOV, but it does publish tasting room AOV, which is a useful directional reference because the tasting room remains one of the most important places where club relationships start. Compare your club member AOV against your own tasting room AOV, ecommerce AOV, and prior-year club performance.
The important part is not chasing a national average. It is knowing whether club members are spending more over time and whether your highest-value members are receiving outreach that matches their value.
What to track
Track average spend per order across your membership base. Compare AOV by club level, tenure, acquisition source, region, and member behavior. Look for opportunities through curated add-ons, limited releases, personal recommendations, or event invitations.
Report to use: the Member Value Report in vinSUITE breaks down value by member. Track it monthly and quarterly to spot spending patterns and use member profiles to build targeted campaigns.
3. Member Lifetime Value
Why it matters
Member lifetime value shows the long-term financial contribution of each club member. It helps you understand how much you can afford to invest in acquisition, retention, service recovery, club benefits, and personal outreach.
What a good number looks like
SVB's 2026 report puts the lifetime value of a club member at $2,803, an all-time high. That number is climbing while net club growth is nearly flat, which tells you something important: the members you have are worth more than ever, and there are fewer easy replacements coming in.
What to track
To calculate LTV accurately, you need average membership tenure, AOV, and purchase frequency. Because tenure is a direct multiplier in the equation, extending average tenure by six months can move LTV more than many discount or promotion changes will.
Report to use: the Member Value Report in vinSUITE, alongside the Club Tenure Report for the lifespan input.
4. Club Performance Metrics
Why it matters
Tracking signups, cancellations, upgrades, downgrades, and holds is how you understand the overall health of your club. These metrics show whether your marketing is working, whether members are staying, and where the club is leaking revenue.
What a good number looks like
Net club growth across the industry is approximately 2%, down sharply from 2021. Put plainly: flat is now roughly average. If your club is growing at all in 2026, you are ahead of many wineries.
What to track
Track signups, cancellations, upgrades, downgrades, and holds across membership tiers. Watch for seasonal patterns and for marketing activity that moves signups. Track why members pause or put a membership on hold, because that often points to shipment frequency, product mix, or communication gaps rather than price alone.
Report to use: the Club Stats by Club Level Report tracks signups, cancellations, and holds for each club level.
5. Club Pickup Tracking
Why it matters
Letting members pick up shipments in person improves the member experience and brings people into the tasting room. That second part matters. A club pickup is one of the few reliable reasons a member has to visit, and it is a visit you already know is coming.
Pickup tracking also helps your team spot disengagement. An uncollected shipment is not just an operational task. It can be an early sign that a member is drifting.
What to track
Track which members choose pickup, how often they collect on time, who has not collected, and whether members buy something additional while they are there. That last number is the one many wineries miss, and it is the whole case for pickup as a revenue opportunity rather than just a fulfillment method.
Report to use: the Will Call Report shows who has collected, who has missed a pickup, and who needs a reminder. Because TabletPOS runs on the same backend, a pickup and a tasting room purchase can be completed in the same transaction, which helps you capture the additional sale instead of guessing at it.
Why these metrics need winery-specific software
Every metric above depends on connecting club data, tasting room sales, ecommerce orders, customer profiles, and inventory in one place. That is the part general-purpose tools cannot do well.
The InnoVint 2026 State of Winery Health Report found that 59% of wineries say inefficiencies are costing them money, often because their production, inventory, sales, and accounting systems do not communicate effectively. The problem is not that winery teams lack effort. It is that disconnected systems make good reporting harder than it should be.
If you are calculating retention in a spreadsheet once a quarter, you will find out a member left after they left. If the number is in front of you every week, you get to do something about it.
vinSUITE brings club management, tasting room POS, ecommerce, CRM, and vinSIGHT analytics onto one backend, so every report above pulls from the same data. Pricing starts at $249 per month, and most wineries are live in four to six weeks.
Frequently asked questions
What is a good wine club retention rate?
Average club attrition in 2026 is 22%, according to SVB's Direct-to-Consumer Wine Report, which puts average retention around 78%. Attrition above 24% is behind the industry average. Below 18% is strong. Regional variation is wide, so compare against your own trend and wineries with a similar model.
How do you calculate wine club retention rate?
Retention Rate = ((Members at the End of Period minus New Members Added) divided by Members at the Start of Period) multiplied by 100. Subtracting new members is what separates retention from growth. Without it, strong acquisition can hide a cancellation problem.
What is the average lifetime value of a wine club member?
SVB's 2026 Direct-to-Consumer Wine Report puts wine club member lifetime value at $2,803, an all-time high in the report's 15-year series.
What is the average wine club member tenure?
Average wine club member tenure varies by region. SVB's 2026 DTC benchmarks place common regional tenure ranges between roughly 32 and 41 months.
How do you calculate wine club member lifetime value?
LTV = Average Order Value multiplied by Purchase Frequency per Year multiplied by Average Member Lifespan in Years. Because tenure is a direct multiplier, extending average membership by six months can meaningfully improve LTV.
Is the wine club industry growing in 2026?
Barely. Net wine club growth is approximately 2%, down sharply from 2021. Acquisition averages 26% and attrition averages 22%, so many wineries are running close to flat.
What is a good average order value for a wine club member?
SVB does not publish a club-specific AOV figure, so wineries should compare club member AOV against their own tasting room AOV, ecommerce AOV, prior-year club AOV, and wineries with similar region, size, and price point.
Which reports should I use to track wine club metrics?
In vinSUITE, the Club Tenure Report covers retention and tenure, the Member Value Report covers average order value and lifetime value, the Club Stats by Club Level Report covers signups and cancellations, and the Will Call Report covers pickups. vinSIGHT adds predictive cancellation risk scoring at up to 94% confidence.
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