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 cancella

The SVB Wine Division's Direct-to-Consumer Report provides an important update on the evolution of tasting rooms, wine clubs and the industry’s other DTC activity. Thanks to our panelists Sonyia Grabski, Mary Jo Dale, Janiene Ullrich + Rob McMillan and to everyone who tuned in for today’s launch event.  Read our 13th annual report for the results of our 2024 DTC survey and a look at what’s next for the wine world. Download the report here.

This is my annual attempt to plead for your help, without which we can't produce the 13th Annual Direct-to-Consumer Report.  If there was ever a time when actionable information and insights were needed, this is the time. But we are close to a crisis point being unable to get s sufficient survey responses.  The SVB Annual Direct-to-Consumer Survey has been open for two weeks and is scheduled to close this Friday, March 22nd. As of this writing, we have 165 responses with just a few days remaining. That's far from the 500 we need to produce good results. The survey has just 29 questions. It should take 10 to 15 minutes to complete, even less if you are prepared. Many complete the survey in under five minutes. If you want to see the questions in advance, you can download and print them here. In May, all survey participants will receive high-level analysis, benchmarks, and complete sanitized respondent data, anonymized of all personal and business-identifying informatio