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What are the Attributes of Winning Wine Clubs in Napa and Sonoma?

November 29, 2017

It is almost impossible to visit a tasting room in Napa or Sonoma and not receive an invitation or pitch to join the wine club; This is a wise move on a winery's part because wine clubs are one of the most profitable direct-to-consumer (DTC) channels. Furthermore, the average consumer stays in a wine club for 30 months, according to the WBM/SVB 2017 Tasting Room Survey. It is also more profitable to hold onto existing wine club members, rather than seek new ones. With this in mind, a research project at Sonoma State University was implemented to determine the attributes of top wine clubs in Napa and Sonoma.