Inside 1.4 Million Memberships: What’s Really Driving Wine Club Success

When a historic Napa estate producing 97-point wines realized their digital presence and legacy technology no longer matched the caliber of their craftsmanship, they made a bold strategic pivot. By implementing Commerce7 and transitioning to 100% direct-to-consumer, Seavey Vineyard successfully elevated their brand status and insulated themselves against a challenging market. Discover how they utilized a unified CRM and flexible club tools to increase revenue per bottled used by 50% while deepening sustainable customer loyalty through data-driven hospitality.

Experience how Cederberg Wines tapped into the full potential of direct-to-consumer (DTC) sales by implementing Commerce7. After launching an intuitive online store in 2020, the team introduced the "Cederberg Circle," a membership model that prioritizes immersive wine experiences over traditional discounts. In just three years, the club grew from 65 to over 800 national members. By utilizing Commerce7’s solutions, Cederberg Wines now delivers authentically curated collections, reaching customers across South Africa with a seamless, personalized journey from cellar to door.

Running a winery means you’re juggling a lot, from pouring tastings to packing shipments to managing club releases. So it’s no surprise that some of Commerce7’s most powerful tools often fly under the radar. In a recent Free Training Friday session, we highlighted some of Commerce7’s most powerful features that often fly under the radar. Many are simple to set up, widely underused, and capable of making a real impact. If you didn’t catch the session, this blog is a quick rundown of what you might be missing.

Led by Marilee Bramhall, Founder of Iola Wines, the team realized the need for a wine club to create a sense of belonging for their customers and a new source of revenue for the business. The implementation of a wine club through Commerce7’s technology resulted in significant revenue growth, improved customer relationships, and a more predictable financial outlook for their ecommerce business. This case study explores the challenges faced by Iola Wines, the solutions provided by Commerce7, and the impressive results achieved by Iola Wines through their successful launch of a wine club.

Migrating to a new DTC platform can feel daunting, but delaying or choosing the wrong one can cost wineries far more in the long run. Drawing on PATEL Napa Valley’s experience, this article outlines five key questions to guide a successful migration: identify the real problem you’re solving, understand how much of the migration your team must handle, confirm seamless integrations with existing tools, evaluate post-launch support and updates, and consider the true cost of standing still. With clear priorities, structured onboarding, and reliable support, wineries can turn migration from a disruption into an investment in long-term growth and efficiency.

Before finding the right fit, SMAK relied on multiple systems to manage sales, the website, club shipments, and marketing. Each tool did its job but required multiple apps plugged in and constant syncing to work together. Managing those connections took time and often created inconsistencies. After learning about Commerce7 through the Walla Walla Wine Alliance, Fiona realized she could simplify her operation and create a smoother experience for both herself and her customers. Within weeks, SMAK migrated its website, POS, and club management into one connected system.

For years, wineries have asked the same question: “Do members actually want to customize their club shipments?” The answer, based on our latest Data Drop powered by 1.4 million memberships and 17,000+ wine clubs, is clear:Yes. And when you let them, they spend more. A lot more.

Great wine brings people in, but a great experience keeps them coming back. Every guest who walks into your tasting room wants to feel special, whether it’s their first visit or their fiftieth. That’s where Customer Insights comes in.

I am often asked, "Why Commerce7?" The answer lies in Commerce7’s unique ability to centralize core DTC (Direct-to-Consumer) functionality and drive winery success through innovation, customer-centric design, and industry commitment.

It’s no secret that customers are more likely to buy when the experience feels personal. Whether it’s being greeted by name, receiving a birthday discount, or being offered wines that actually match their taste, these moments add up. When wineries know their customers and act on that knowledge, they create stronger relationships, drive more sales, and build lasting loyalty.

Last week’s’s Free Training Friday was a must-watch for anyone in DTC wine sales navigating the world of compliance. Jeff Carroll, VP of Partnerships at Commerce7, and Alex Koral, Regulatory General Counsel at Sovos ShipCompliant broke down what’s changing in DTC compliance, what to watch for, and how to avoid costly missteps as we head into the second half of 2025.

Big news from us at Commerce7: our parent company Fullsteam, has acquired the Direct-to-Consumer SaaS division of WineDirect! This exciting step means we’re growing our team, expanding our platform, and enhancing how we support wineries worldwide.

As the wine industry evolves and the market intensifies, direct-to-consumer sales have become increasingly critical for wineries. A seamless and personalized customer experience is essential to fostering loyalty and driving sales. A well-structured DTC customer relationship management (CRM) system enables wineries to enhance customer engagement, tailor marketing efforts, and optimize sales performance.

There has been much discussion about the decline in wine sales. Recently, WineBusiness Analytics, in partnership with SOVOS ShipCompliant, reported that DTC case sales were down 15% in January, with total sales value decreasing by 5% compared to the previous year.

For years, Commerce7 has empowered wineries with tools and insights to deliver exceptional customer experiences. Today, the company is taking that mission deeper with the acquisition of WinePulse, the industry’s leading reporting and analytics solution.

One of the most effective ways to engage your club members is by consistently reminding them of the benefits they’re receiving. For instance, if a club member is entitled to a discount on wine purchases, it’s critical to highlight these advantages throughout their shopping experience—especially when they’re navigating your eCommerce store.