现代葡萄酒俱乐部.pdf

1、ModernWine ClubsStrategies for Engaging Todays Consumers and Building Lasting LoyaltyPresented byLailand Oberschulte,VP of Marketing OrderPortLaura Marquez,Sales Manager-OrderPortHannah Melton,Wine Club Manager-Edio Vineyards1.Welcome&Context2.The Evolution of Wine Clubs3.Understanding Todays Consum

2、er4.Why Clubs Must Evolve5.Case Study:Edio Vineyards6.New Models,New Audiences7.Tools&Metrics That Matter8.Key Takeaways&Next StepsExplore how innovation,flexibility,and connectionare reshapingthe future of membership.+VP of MarketingOrderPortSales ManagerOrderPortWine Club ManagerEdio VineyardsLail

3、andOberschulteLaura MarquezHannah MeltonThe State of Clubs Today12 Month/2025 club recap-Benchmark%of revenue from a club member:60.6%(+0.4%)Average club size:1,903 members(-7.0%)Average annual churn:26.5%(+14.4%)Average shipment size:3 shipments per year$279 per shipment(+0.3%)Wine clubs built the

4、foundation of winery DTCbut the world has changed.ThenNowFree tastings or small refundable fee$25$75+experiences withpremium positioningFree glasses&giveawaysBranded merch and curated add-onsWalk-ins welcomeAdvance reservations often requiredQuick bar poursSeated,guided storytelling tastingsFocus on

5、 volumeFocus on connection&valueThe most dangerous phrase in the language is Weve always done it this way.-Rear AdmiralGrace HopperUnderstanding Todays ConsumerUnderstand Todays ConsumerTodays members arent just buying wine,theyre buying belonging.Evolving Without Starting OverInnovation does not me

6、an reinventionEvolving your club doesnt mean losing yourlegacy,it means ensuring that legacy staysrelevant to the next generation of members.Triggers for ChangeRecognizing When Its Time to Evolve.Every winery reaches a moment when its club model no longer fits as well as it once did.Growth plateaus,