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Churn, churn, churn: Wine clubs hemorrhage members (and their money) BIG-time every 2.5 years (on average)

Wineries work hard to develop their clubs which provide valuable DTC income, but …

WineLifetimeValue2018SVB

Value (according to SVB) = Gross annual club sales, plus gross annual added sales from outside the club while a club member (tasting room and on line), times the total length of time in the club

… With few exceptions, the life of a club member is about 2.5 years (give or take).

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