Wine club churn has always been a challenge, but the stakes are even higher as the direct-to-consumer (DtC) wine shipping channel has entered a period of sustained contraction.

With 2025 seeing the largest year-over-year declines in both DtC wine shipment volume and value — according to the 2026 Direct-to-Consumer Wine Shipping Report — the channel is smaller, more concentrated, and increasingly reliant on a pool of higher-end customers. Stabilizing revenue in this environment means wineries must be more focused than ever on retaining customers in your winery’s wine club.

In practice, churn rarely begins with a cancellation request. It typically starts with subtle changes in behavior that are easy to overlook in standard reports. This webinar will discuss:

• What those signals are — where and how to look for them
• How early churn forecasting differs from traditional churn reporting
• Which member behaviors tend to signal increased churn risk before cancellation occurs
• How forecasting enables better prioritization of retention efforts based on member value and risk
• Why retention has become a primary revenue lever as DtC shipment volumes decline and average bottle prices rise

This webinar is designed for winery owners, executives, and DtC leaders at wineries of all sizes.

Can’t attend the live webinar? Register anyway and you’ll receive a link to the recording. 

Presented by Sovos ShipCompliant and vinSUITE