The Next Chapter of Wine Clubs: Innovation, Flexibility, and Connection
It’s clear: consumer expectations are changing as younger buyers often seek flexibility, experiences, and rewards along with a sense of belonging. That doesn’t mean the classic wine club is going away — long-time members still value tradition, consistency, and the feeling of exclusivity. This session explores how wineries can balance both worlds by evolving their offerings: from user-choice clubs and subscription models to tiered rewards, unique partnerships, and experiential benefits. Learn from case studies, data-driven market insights, and consumer behavior insights to re-imagine programs that drive retention, revenue, and brand connection.
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Speakers
Meg Barkley – VP of Marketing & Membership, Clif Family Winery & Farm
Jennifer Cossey – General Manager, Brooks Wine
Andrew Kamphuis – President, Commerce7
Vanessa Hadick – Marketing Manager, Van Duzer Vineyards
