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 cancellation occurs
• How forecasting enables better prioritization of retention efforts based on member value and risk
• Why retention has become a primary revenue lever as DtC shipment volumes decline and average bottle prices rise

This webinar is designed for winery owners, executives, and DtC leaders at wineries of all sizes.