As the wine industry continues to face headwinds and visitor numbers decline, some winery owners are turning to new revenue streams — including efforts to revitalize their wine clubs.
While wine club shipments have remained steady throughout this downturn, accounting for 48% of direct-to-consumer revenue, local wineries are now grappling with the dual challenge of acquiring new members and retaining existing ones, according to Chris Bitter, senior wine and grape analyst for Terrain (the market research arm of American AgCredit), who spoke at a recent wine marketing and sales symposium in Santa Rosa.
The reason? “About 90% of all wine club sign-ups occur in the tasting room,” said Bitter. And there’s been a drop in tasting room visits.
To meet this challenge, some local wineries are adopting a more modern approach. Top-quality wines remain essential, but younger drinkers often want more than a mailing list and a box of preselected bottles.
The most successful clubs are those that foster personal relationships and allow members to customize their shipments. They also focus on offering personalized experiences, rather than just standard pickup parties with hors d’oeuvres.
Secret suppers, special events
A recent wine club event at the upscale Three Sticks Wines at the Adobe in Sonoma exemplified this new approach. Members were invited to a rosé reception at the downtown tasting room, followed by a five-course wine-paired dinner at the nearby El Dorado Kitchen.
As guests savored rose-shaped curls of hamachi and ahi crudo with Asian pear and soy-ginger drizzle, Three Sticks co-founder Prema Kerollis spoke about how, with tourism slowing under the current administration, the winery is taking its story on the road.
A “Secret Supper” in October invites members for an exclusive dining experience in Texas — the location will be disclosed just 24 hours in advance. That event is already sold out.
The El Dorado Kitchen gathering, limited to just 20 guests, also got fully booked the same day it was posted.
“As soon as my wife and I heard about this dinner, we grabbed tickets,” said longtime Three Sticks member Bob Brindley, a Sonoma resident and current president of Sonoma Home Winemakers. “These events sell out so fast, I immediately jumped on the website.”
Three Sticks Wines, 143 W. Spain St., Sonoma, 707-996-3328, threestickswines.com
A personal touch
Tucked in rural Sebastopol, Kobler Estate is more than a winery — it’s the Kobler family home. Mike Sr. and Debbie Kobler purchased the property in 1987, drawn by its 1870s Victorian farmhouse and surrounding vineyards.
Today, alongside their son and winemaker Mike Kobler, the family focuses on producing small-batch Burgundy and Rhône varietals. These include a fragrant Viognier — just five barrels made in 2023 — and a 2022 Pinot Noir layered with notes of raspberry, rose petal, cocoa and cinnamon, of which only two barrels were produced.
“We keep the wine club small — only 150 members — so we can stay connected and make sure it always feels personal,” Mike Kobler said.
One of the key membership perks at Kobler Estate is shipment customization. “Whether they’re into Rhônes, just whites or a mix of both, they can tailor it to what they actually enjoy drinking,” Kobler said.
Other benefits include complimentary overnight stays in the estate’s guest suites and invitations to private dinners.
“Every now and then, we’ll also do a private barrel with someone we’ve built a deep relationship with — usually a Syrah or Viognier,” Kobler said. “It’s not something we offer often, but when it feels right, it’s a special project to share. That’s the upside of staying small — we can say yes to the really meaningful stuff.”
The winery currently operates on an allocation basis, with a waitlist for club membership.
“Wine clubs are more important than ever,” Kobler said. “With so much shifting in the industry, having that direct connection to people who care about what we do keeps us grounded.”
Kobler Estate, 4630 Gravenstein Highway N., Sebastopol, 707-696-1874, koblerestatewinery.com
Customized subscriptions
Gary Farrell Winery has welcomed guests to its hillside Healdsburg estate since 1998, though founding winemaker Gary Farrell released his first vintage Pinot Noir back in 1982.
This spring, the winery — now owned by the Sonoma-based Vincraft Group — introduced a new “Sonoma Subscription” service. Members can select their preferred styles and delivery frequency for signature Pinot Noirs and Chardonnays. The flexible model breaks from traditional clubs by letting customers opt out of fixed selections.
“Wine lovers today are looking for more flexibility and personalization in how they enjoy wine, with a low-key investment that fits their lives, not the other way around,” said estate general manager Stephanie Wycoff. “Subscription members still receive preferred (club-style) pricing and access to small-lot wines that rarely leave the winery. But they can order on demand or skip a shipment entirely.”
A basic subscription includes four bottles every two, four or six months for a flat rate of $150. The flexible format also opens access to limited wines like the 2022 Durell Vineyard Sonoma Valley Chardonnay and the 2021 Rochioli Russian River Valley Vineyard Pinot Noir.
“In today’s evolving market, programs like this are essential,” Wycoff said. “They help us stay connected to our loyal fans while offering something they value — freedom and choice.”
Gary Farrell Winery, 10701 Westside Road, Healdsburg, 707-473-2909, garyfarrellwinery.com