The Numbers
Number · Silicon Valley Bank · Jun 9, 2026
A wine club member is worth about $2,400 over 34 months
Wine club lifetime value sits around $2,400 and average tenure around 34 months, according to Silicon Valley Bank's 2026 Direct-to-Consumer report. It ran in the newsletter on June 9, 2026.
What it means for you
Both numbers erode the second you stop engaging people. High performers talk to members outside the shipment cycle. If the only time your club hears from you is when their card gets billed, that's your attrition problem.
Source
SVB 2026 Direct-to-Consumer Wine Report (450 wineries, 2025 data), Silicon Valley Bank
Other numbers from the same issue
35 points35 points separate the top and bottom wineries in the same marketSilicon Valley Bank, Jun 9, 20262%Net wine club growth fell from 13% in 2021 to about 2%Silicon Valley Bank, Jun 9, 202615.5%15.5% of wineries cut their tasting fees, and most saw little changeSilicon Valley Bank, Jun 9, 20266%Internet sales are stuck at 6% of winery revenueSilicon Valley Bank, Jun 9, 2026$454Napa's average direct-to-consumer order hit $454Silicon Valley Bank, Jun 9, 20262xLow-performing wineries are twice as likely to lead with discountsSilicon Valley Bank, Jun 9, 20262 to 3%Tasting room traffic is falling about 2 to 3% a yearSilicon Valley Bank, Jun 9, 2026