How SMAK Wines Grew Their Club by 29% in Nine Months

With a clear focus and a personal approach to customer experience, SMAK Wines turned a small, rosé-only operation into a growing DTC success.

A Focused Vision in Walla Walla

Founded by winemaker Fiona Mak, SMAK Wines is anything but typical. This boutique, woman-run brand produces only rosé, a deliberate decision that keeps her craft focused and her story clear.

Drawing on a background that spans Hong Kong and the Pacific Northwest, Fiona approaches winemaking with both precision and creativity. Between production, compliance, and customer connection, she needed systems that would simplify her operations while still letting her deliver a personal, elevated experience.

“I was using systems that just got the job done, but that was it. They felt passive and inflexible. I wanted my customers to have a better club experience, something that felt personal and easy to use.

One of the main reasons I switched was the end-user experience. I wanted it to be seamless for my customers and easier for me. Having everything in one place—the website, campaigns, and club—just makes sense. It’s more efficient for me, and it feels more connected for the customer.”

The Challenge: Disconnected Tools and Limited Flexibility

Before finding the right fit, SMAK relied on multiple systems to manage sales, the website, club shipments, and marketing. Each tool did its job but required multiple apps plugged in and constant syncing to work together. Managing those connections took time and often created inconsistencies.

“I was using several different programs that didn’t really talk to each other. It added more steps and manual work than I could afford as a small business. My old wine club software also felt rigid. I couldn’t let members customize their club the way I wanted, and that didn’t align with how I want people to experience our wines.

As a small winery, I wear every hat. Paying for multiple tools and trying to keep them all in sync just didn’t make sense. I needed one platform that could do it all, even if it meant paying a bit more.”

The Shift: One Platform for Everything

After learning about Commerce7 through the Walla Walla Wine Alliance, Fiona realized she could simplify her operation and create a smoother experience for both herself and her customers. Within weeks, SMAK migrated its website, POS, and club management into one connected system.

“I liked the idea of having everything in one place. It’s intuitive, and it saves me time every week. If I want to send an email to one group of members or update a product online, I can do it in minutes. Everything stays connected automatically.

The flexibility for members to customize their orders has also been one of the biggest selling points for us. I used to worry that giving people too much control would lead to more cancellations, but instead, they adjusted. Some downsized, but they stayed. It made the club stronger and more sustainable.”

The Results: Growth Rooted in Flexibility and Connection

In just nine months, SMAK’s club has grown 29%, driven by Fiona’s clear focus, her connection with members, and the flexibility she built into their experience.

“We launched our club right after switching systems, and I honestly thought we’d see numbers drop. Instead, we grew. That flexibility and the smoother experience kept people engaged, even as we prepare to move out of our current tasting room space later this year.

Our tasting room is an incubator space, so we’ll have to move by the end of the year. Building a strong wine club has been really important for us because it’s what will carry the business forward when we move. Since joining Commerce7, our club has grown by 29%, and that growth gives us a lot more confidence heading into the transition.”

Why Fiona Stands by Innovation

For Fiona, progress means more than selling wine. It’s about staying adaptable, learning quickly, and giving customers a better experience every time they interact with her brand. That mindset is reflected in how she chooses her tools and how she runs her business.

“Commerce7 keeps improving, and that gives me confidence. They are always moving forward with new features and AI tools that actually help us work smarter. I like knowing that the system will keep getting better, because that’s how I want to run my business too.”