The Numbers
Number · Silicon Valley Bank · Jun 9, 2026
Net wine club growth fell from 13% in 2021 to about 2%
Net wine club growth fell from 13% in 2021 to roughly 2%, 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
New signups are basically canceling out the cancellations. Older, high-tenure members are aging out, and the younger ones replacing them don't stay as long. The club is a retention game now.
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, 2026$2,400A wine club member is worth about $2,400 over 34 monthsSilicon 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