In today’s wine market, keeping your customers is just as important—if not more—than getting new ones. It costs up to five times more to attract a new buyer than to keep an existing one. Plus, just a small increase in customer retention can grow your profits by up to 95%.

With wine-club churn rates averaging 17.4%, wineries need smart ways to keep customers engaged. Loyalty programs and personal touches are the best ways to turn casual buyers into loyal fans who come back again and again.

1. The Value of Customer Loyalty in the Wine Industry

Loyalty is about more than just repeat purchases. It creates true fans who:

• Tell friends and family about your wines
  
  

• Share your brand on social media
  
  

• Join your wine club and stay for years
  
  

• Spend more over time

Loyal customers give your winery predictable income, especially through wine clubs and subscriptions. In fact, wine club sales often make up 38% of all direct-to-consumer (DTC) wine revenue.

2. Top Loyalty Strategies That Work for Wineries

Personalized Marketing and Communication

Customers like it when your emails or texts speak directly to them. Use their buying habits, location, or favorite wine types to send offers they’ll love.

• Segment your emails by interests to boost revenue
  
  

• Use names and past purchases to recommend wines
  
  

• Send text messages for reminders or special deals

This type of personal approach makes customers feel seen—and that leads to more repeat orders.

Loyalty Points and Rewards

Give customers points when they buy wine, and let them use those points for:

• Discounts on future orders
  
  

• Free tastings or winery tours
  
  

• Invitations to exclusive events

Set up different levels (like Bronze, Silver, and Gold) so that the more they spend, the more they earn. Members in higher tiers often spend up to 30% more.

Use digital loyalty platforms like Boomerangme to track points, send updates, and remind customers to redeem rewards.

Wine Clubs and Subscriptions

Wine clubs keep customers coming back—and give you steady income. To make your club stand out:

• Offer themed boxes (like seasonal wines or rare vintages)
  
  

• Let members skip or customize shipments to avoid churn
  
  

• Give members perks like early access or free tastings
  
  

Tools like Corksy or WineDirect help automate billing, shipping, and emails, making wine club management easy.

Memorable Events and Experiences

People remember how you make them feel. Special experiences can turn first-time buyers into loyal fans.

• Offer VIP tastings, bring-a-friend passes, or reserved seating
  
  

• Host virtual tastings for those who live far away
  
  

• Plan exclusive vineyard dinners or wine-blending events
  
  

• Partner with local restaurants for pop-up tastings

These experiences add emotion to your brand, making customers feel connected.

Smart Tools and CRM Integration

Using one system to manage your wine club, online store, tasting room, and customer data saves time and avoids mistakes.

• Platforms like Corksy keep everything in one place
  
  

• Set up automated messages for renewals, abandoned carts, and member anniversaries
  
  

• Use surveys and feedback tools to understand what customers love—and what to fix

The right tech helps your team stay organized and gives each customer a smooth, personalized journey.

Educational Content and Storytelling

Wine isn’t just a drink—it’s a story. Share your knowledge and passion through content that teaches and inspires.

• Write blog posts about food pairings, tasting tips, or winemaking stories
  
  

• Create short videos that show life on the vineyard
  
  

• Start a podcast or host webinars with your winemakers

Educational content builds trust and makes people want to stay connected with your winery.

3. Best Practices to Keep Loyalty High

Communicate Consistently

Send regular updates like:

• Monthly newsletters
  
  

• Quarterly event invites
  
  

• Club reminders and release announcements

Stay top-of-mind without spamming your customers.

Ask for Feedback—and Use It

Use surveys or polls to ask what your members want, then show that you’re listening by making changes based on their input.

Track the Right Data

Watch metrics like:

• Churn rate (how many members leave)
  
  

• Customer lifetime value (total amount they spend over time)
  
  

• Net Promoter Score (how likely they are to recommend you)
  
  

• Email open rates and event attendance

This helps you spot issues early and make smarter decisions.

Add Fun and Rewards

Gamify the experience by offering:

• Levels or badges (like “Founding Member” or “Super Taster”)
  
  

• Surprise gifts for birthdays or anniversaries
  
  

• Challenges or referral rewards

Align with Customer Values

Customers are more loyal to brands that match their values. Show your support for:

• Sustainable farming
  
  

• Local charities
  
  

• Community events

Share these stories through emails, social posts, and on your website.

4. Real Winery Examples of Loyalty in Action

Travel + Leisure Wine Club

This high-end club offers travel perks, special tours, and rare wines. It turns wine membership into a lifestyle, building loyalty through rich experiences.

Jordan Estate Rewards

Instead of a traditional club, Jordan lets customers earn points with every purchase—no subscription required. This appeals to shoppers who like flexibility but still want perks.

5. How to Measure Success

Use these numbers to check if your loyalty efforts are working:

• Churn rate – Are fewer members leaving over time?
  
  

• Customer lifetime value – Are people spending more over the long term?
  
  

• Net Promoter Score – Would your customers recommend you to others?
  
  

• Engagement rates – Are people opening your emails, attending events, or redeeming rewards?

Track these using your CRM or wine club platform to adjust your strategy and keep improving.