Combating declining consumption and tasting room visits is the current pressing priority for small and medium-sized wineries whose primary source of revenue has been direct-to-consumer (DtC) sales. Waiting for the situation to change is no longer an option. Instead, wineries are turning to their existing customers to maximize short-term revenue and draw in new customers to rebuild their base. 

This task can seem daunting, but wineries with the vinSUITE integrated DtC software platform have a powerful new tool at hand. The recently released vinSIGHT transforms the sales data automatically collected by vinSUITE into actionable insights. This new predictive analytical platform analyzes the winery’s historical customer behavior patterns and predicts wine club churn with up to 94% confidence, enabling wineries to prevent revenue loss before members cancel.

Jimmy Wu, vinSUITE’s President, explains: “By the time wine club churn shows up in standard reports, that revenue is already lost.  vinSIGHT  changes that by bringing into view hidden patterns that signal disengagement long before a cancellation occurs, such as declining engagement, reduced interaction and other changes in purchase patterns.  vinSIGHT  gives wineries the ability to see these warning signs weeks or even months in advance, providing the clarity and foresight needed to save relationships and protect their revenue.” 

vinSIGHT  is only one part of Wu’s strategy to help its customers succeed. He emphasizes the value of “breaking bread over dinner with our customers to understand their daily challenges and identify pain points.” Wu believes that by proactively engaging rather than waiting for customer issues to arise, the vinSUITE team can design solutions like vinSIGHT to help winery customers overcome their challenges. 

“Our new leadership philosophy is to drive home our customer service for clients and reflect the impressive level of their hospitality,” Wu says. “Feedback on vinSUITE and vinSIGHT has been very positive.” In addition to predicting churn, the feedback Wu is receiving has led to new reports that help wineries better segment their club members and create more targeted marketing messages. The vinSUITE staff have winery backgrounds and share their winery customers’ passion for the industry. They help wineries properly integrate data into the system, so when they make a sale, they know where it’s coming from—down to the county or city.

For over twenty years, Napa-based vinSUITE, a subsidiary of Constellation Software, Inc ., has helped wineries in California and throughout the US navigate industry headwinds. Its DtC software platform integrates and streamlines wine club management, tasting room POS and eCommerce operations with reports and other analytical tools. 

vinSUITE’s next step in elevating its user-friendliness is a chatbot that will make analytics more accessible to everyone, even those who may not be numbers-oriented. They’ll be able to ask the chatbot questions about any issue, just as they do with ChatGPT or other chatbots, but the analytical definitions and insights they receive will be based on each winery’s vinSUITE database of sales history, club member behavior, tasting room sales and e-commerce. 

Stop by vinSUITE’s booth at the Wine Sales Symposium for a demo of the new predictive vinSIGHT and upcoming innovations.

Use code VINSUITE2026 for a discount and register here .