The State of Wine Clubs

Wine Clubs are Still a Cornerstone of DTC Revenue

Wine clubs remain the backbone of DTC wine sales—but the way wineries structure, price, and manage those clubs is changing. Using anonymized 2024 data from Commerce7, this Data Drop looks at how clubs are performing, how member behavior is shifting, and what top-performing wineries do differently.

Percent of DTC revenue generated by Wine Clubs

Percent of DTC revenue generated by Point of Sale

Percent of DTC Revenue generated by Ecommerce

Percent of DTC Revenue generated by Inbound

Across Commerce7, wineries are running a combined 17,332 wine clubs, supported by 1,397,602 memberships. The average winery generates 37.8% of their DTC revenue from clubs, reflecting how important they are—not just as a revenue stream, but as a core part of the customer relationship.

Traditional club formats still dominate:

92.7% of clubs are traditional.
7.3% of clubs are subscription-style.

On the membership side, the pattern is similar:

Subscription memberships make up 6.5% of total memberships.
Traditional memberships make up over 90% of total memberships.

In other words: the industry is still very much built on traditional clubs, but subscription is now a meaningful (and growing) slice, not a novelty.

What This Means:

Don’t ignore subscriptions. Even at 7% of clubs, subscriptions are no longer experimental, they’re an established product type that can unlock new customer segments.
Build for both. Consider where traditional clubs make sense (heritage, allocation, prestige) and where subscription-style offerings can attract new, younger, or more flexible buyers.