Dutton-Goldfield did it. Why can’t you? No reason at all! Ed Thralls, the General Manager at Dutton-Goldfield Winery in Sebastopol, led his team to significant improvements in their Wine Club performance. Here’s how they did it, in three key steps. 1. Stop attrition before it happens. Anticipate churn by leaning into member data, and counteract changing consumer behavior, declining traffic, and higher attrition trends. The result? 16.5% decrease in Club attrition! 2. Prioritize relationships through a Membership Success program. Shift to a metric based on lifetime value and long-term relationships. The result? Membership tenure and Club member lifetime value are both up by 7.8%! 3. Check out Ed’s unique “Retention Ladder” that visualizes Dutton-Goldfield’s Relationship Management program inside our newly-released case study, available now! Check out our new Club Retention Case Study here! We’re ready, whenever you are, to give Enolytics a try for your winery too. You can see the same

What To Do Next: Actionable Takeaways from Our Fall Club Webinar In last week’s Enolytics webinar, three industry DTC pros dropped best tips on making the most of your Fall wine club shipment. Here’s a summary—short and sweet!—with thanks to April Enos from Joseph Phelps, Nadia Kinkade from PEJU, and Ed Thralls from Dutton-Goldfield. Audit data quality before club processing. Identify missing phone, email, address, or name data, and clean records up front rather than discovering gaps mid-processing. Thank you, April! Check default shipment acceptance rates by club tier. Do this at budget time and again right before the Fall shipment. If acceptance is slipping, revisit whether the wine offerings still match what each tier’s customers actually want. Thank you, Nadia! Adopt a structured retention workflow, not ad hoc outreach. Predict → Prepare → Reach Out → Take Action → Record Disposition → Follow Up → Learn → Predict Again, with special attention to new members in their first 90 days

Afternoon Brief, May 20th

Wine Comes Roaring Back: Is all the panic about wine's decline much ado about nothing?...

Sonoma County Winegrowers Adds Marketing & Operations Expertise

SANTA ROSA, Calif. (May 20, 2024) – Sonoma County Winegrowers has turned to a veteran of the local wine industry to lead the organization’s marketing and operations.  Valerie Wathen, most recently […]

The Partnership Will Feature a “Sonoma in the City” Cloud Club Theme & New Wine Region Video Series Building on the success of their partnership which began shortly before Spring Training this year, the Sonoma County Winegrowers and the San Francisco Giants are teaming up for a “Sonoma in the City” theme in the Cloud Club, one of Oracle Park’s private lounges. During twelve (12) home games from August 25 through September 13, the Cloud Club will exclusively feature wines, winegrowers and wineries from the iconic region.  The San Francisco Giants historic hiring of Master Sommelier Evan Goldstein last year established  the team as the first professional sports organization to invest in the wine industry. This partnership underscores the Giants dedication to providing exceptional gameday experiences by cultivating the look, taste and feel of Sonoma County throughout the Cloud Club for all visitors.  “This is an incredible opport

Afternoon Brief, May 16th

Successful Launch for the Inaugural Enoforum USA: Enoforum, Europe’s most popular technical conference for winemakers, had its U.S. debut on Wednesday, May 11, at the Sonoma County Event Center. The inaugural Enoforum USA welcomed over 200 wine industry professionals...

Dutton-Goldfield Winery Hires Melissa Stackhouse as Winemaker

Sebastopol, California, May 10, 2022 – Dutton-Goldfield Winery is excited to announce that winemaker veteran Melissa Stackhouse has joined the winery as Winemaker. Under the direction of owner/winemaker Dan Goldfield, Melissa […]