How leading wineries are turning customer data into revenue growth

Wine Paris 2026 opened against a challenging industry backdrop. Production reached record highs in 2024 while sales stagnated. Distribution continues to consolidate, and margins are compressing across regions.

Yet across the industry, a different story is emerging. Wineries using modern digital tools to sell and engage are growing.

DRINKS and Klaviyo are demonstrating how wine brands win through integrated solutions. Klaviyo provides email and SMS marketing automation that unifies customer data across every touchpoint. DRINKS brings compliance infrastructure, an in-house agency partnered with Klaviyo on alcohol-specific email and SMS strategies, and a path to digital distribution in the USA. Together, they translate powerful technology into measurable retention and revenue.

From spreadsheets to sophisticated CRM

Most wineries still manage customer relationships through disconnected systems. Tasting room purchases live in one database. Online orders in another. Wine club subscriptions in a third. Email sends from a fourth platform that doesn't communicate with any of them.

This fragmentation destroys personalisation. A wine club member who just visited the tasting room receives the same generic emails as a one-time gift buyer. High-value customers get treated like prospects. Replenishment timing ignores actual purchase behaviour.

Klaviyo's customer data platform solves this by unifying every customer interaction into one profile. The system tracks purchases across channels, monitors engagement with emails and SMS, predicts churn risk before it happens, and determines optimal send times for each individual.

Wine brands using Klaviyo are doubling email revenue without increasing send volume. European leaders like Tannico, Etilika, and Nyetimber have implemented the platform to drive customer retention and automated marketing at scale.

Email marketing that drives wine club retention

Wine club members cancel at rates exceeding 40% annually, destroying customer lifetime value. Most wineries don't see the warning signs until cancellation requests arrive.

Klaviyo's AI changes this by flagging at-risk members based on declining email engagement, skipped shipments, and reduced interaction patterns. Automated flows trigger before cancellation happens, offering flexible shipment timing, personalised wine education, and targeted retention offers.

The entire system runs automatically. When churn risk scores increase, Klaviyo waits for optimal send times, sends personalised retention messages, tracks responses, and adjusts next steps accordingly.

For wineries, this means protecting their highest-value customers without manual monitoring or intervention.

Nomadica: Email marketing that scales

Nomadica, an eco-conscious wine brand offering sommelier-curated wines in sustainable single-serve cans and boxes, needed to elevate their email marketing and customer engagement. When they partnered with DRINKS Amplify, they were missing key opportunities in automation and had yet to fully tap into the power of SMS.

DRINKS Amplify implemented Klaviyo across Nomadica's operations, building the foundation for automated marketing at scale. In the first three months, the focus was clear: boost automation-driven revenue by enhancing underperforming journeys and launching high-impact email and SMS flows designed to engage, convert, and retain customers.

The Klaviyo implementation included comprehensive email flow optimization with personalized automation and strategic touchpoints, SMS strategy development aligned with email campaigns, and campaign performance enhancement through A/B testing across subject lines, content blocks, and promotional calendars.

This unified system enabled data-driven personalization with behavioral targeting and subscription program support to maximize conversion rates.

The result: 80% increase in email flow revenue, 81% boost in conversion rates, and 39% increase in campaign performance. This was all achieved by working smarter with customer data through Klaviyo, not simply sending more messages.

Why compliance enables better marketing

For sophisticated email marketing to deliver results, the underlying infrastructure needs to support it. This is where DRINKS creates the complete solution for wineries targeting the US market.

DRINKS Assure handles US state-by-state alcohol regulations, age verification requirements, and complex tax calculations automatically. The compliance layer validates every order in real-time, ensuring customers only receive marketing for wines they can legally purchase in the United States.

This compliance foundation enables Klaviyo to segment and target US customers with confidence. A winery can send California-specific promotions without worrying about shipping restrictions. Regional wine releases can target appropriate US markets automatically. Compliance becomes invisible to marketing teams.

DRINKS Amplify implements and optimises Klaviyo specifically for the US alcohol market, bringing wine-specific expertise that understands American customer journeys, regional preferences, and state-specific marketing considerations.

Spring Mountain Vineyard: Compliance that enables growth

Spring Mountain Vineyard, a historic Napa Valley estate known for its Cabernet Sauvignon, faced a different challenge. Their previous compliance solution created operational bottlenecks that limited their ability to market effectively.

Without real-time verification, Spring Mountain couldn't confidently send promotional emails to their full customer base. Compliance uncertainty meant conservative marketing: avoiding certain states, limiting promotional reach, and missing revenue opportunities.

Spring Mountain's migration to DRINKS Assure changed this. The 16-week implementation delivered immediate results: 5% reduction in failed orders, over $6,000 saved in excise tax in just three months, and most importantly, the confidence to market aggressively knowing compliance happens automatically.

With compliance handled automatically, Spring Mountain's marketing team can focus on building customer relationships and driving retention through sophisticated email campaigns powered by Klaviyo.

From better operations to new opportunities

The combination of DRINKS Assure for compliance and Klaviyo for customer intelligence creates more than operational improvement, it unlocks entirely new business models.

The same infrastructure that powers traditional DTC email marketing can enable decentralised distribution through non-traditional partners via DRINKS Anywhere. Wineries can sell through lifestyle brands, content creators, and complementary retailers, all while maintaining the customer data and email marketing capabilities that drive long-term value.

For established brands like Spring Mountain or Nomadica, this means reaching customers through new channels while capturing the data needed for sophisticated lifecycle marketing. The partner provides the audience. The winery maintains the customer relationship and email marketing capability.

The partnership advantage

DRINKS Amplify and Klaviyo's partnership gives wineries access to specialised expertise on both sides. Klaviyo brings deep customer data and email marketing capabilities. DRINKS Amplify brings wine-specific implementation knowledge, understanding when to trigger replenishment for different varietals, how to nurture club prospects over time, and which segments respond to which messaging.

This combined expertise makes the difference between implementing technology and actually driving results. Generic marketing agencies can set up email platforms. They can't optimize wine club retention flows or build compliance-enabled regional campaigns.

What separates growth performers

In an industry facing structural pressure, the winners are not waiting for conditions to improve. They are investing in systems that turn customer interactions into insight, insights into relevance, and messages into measurable revenue. Customer data activated through intelligent email marketing and enabled by invisible compliance has become the first advantage.

The second advantage: new distribution channels. DRINKS Anywhere enables wineries to sell through non-licensed partners such as lifestyle brands, content creators, and complementary retailers without those partners needing inventory or compliance infrastructure. The same foundation that powers direct customer relationships unlocks indirect distribution at scale.

For wineries prepared to modernize, the path to US market growth combines proven tools with new opportunities, and executing with partners who understand both.

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