Premium wineries grew 22% in 2024, while the bottom quartile shrank 16% (Source: Silicon Valley Bank, State of theWine Industry Report 2025). That gap hasn't closed, it's grown.
What we're seeing is a split between the digital haves and have-nots. Premium wineries, those that invested early in eCommerce, have flexible club models, and direct customer relationships, continue to grow, many still in the 10-15% revenue range (Source: BMO Wine Market Report 2024). Meanwhile, the bottom quartile is still seeing double-digit volume declines in 2025 (Source: IWSR US Wine Market Analysis 2024).
The differentiator isn't quality or even price point. It's infrastructure. The most successful wineries have built fully connected commerce ecosystems. Those relying on foot traffic, rigid clubs, or outdated distribution are losing ground.
Among younger and casual drinkers, the demand curve has shifted. Prosecco remains popular, but it's joined by grow thin Sauvignon Blanc, Albariño, and low-ABV canned wines (Source: Circana Market Research, Beverage Industry Magazine 2024), especially those positioned with modern packaging and lighter messaging.
Sustainability also sells. Nearly 85% of those surveyed believe organic wine will lead consumption growth, while 79% are leaning toward wines from smaller producers, often linked to eco-conscious practices (Source: Wine Intelligence Global Wine Consumption Trends 2024). This audience doesn't discover wine via shelf talkers, they find it on TikTok, through influencer-led drops, and from brands that feel values-aligned. The new playbook blends transparency, lighter formats, and digital-first storytelling.
Tasting room foot traffic has returned to 2019 levels for many wineries (Source: Silicon Valley Bank Wine Report 2024). But growth? Not so much.
Conversion now hinges on what happens after the pour. Wineries that integrate digital touchpoints, QR codes for email capture, mobile-optimized wine club sign up, post-visit retargeting, are converting more visitors into long-term customers (Source: Wine Enthusiast Industry Analysis 2025).
It's no longer about the one-time experience. The tasting room is the top of the funnel. Growth comes from what happens next.
Wine Clubs Are Growing, If They're Flexible
Wine clubs are performing well, but only for those offering modern experiences. Today's consumer expects flexibility: the ability to skip, pause, customize, or swap (Source: BMO Wine Market Report 2024). Rigid, one-size-fits-all subscriptions are bleeding members.
Top-performing clubs aren't just selling wine. They're using data to deliver personalization and value overtime. And they're mobile-first: built to onboard from a phone, not a clipboard. The best clubs look more like lifestyle memberships than shipping schedules.
The wine industry's contraction has slowed, but it hasn't reversed (Source: IWSR US Wine Market Forecasts 2025). Stabilization is mostly happening among premium producers that own their customer data, diversify across channels, and invest in the right tech stack (Source: Silicon Valley Bank Wine Report 2025).
For others, pressure persists. But there is a clear path forward, especially for those embracing what DRINKS calls the "4th Tier": a digitally native layer of alcohol distribution that allows wineries to sell across marketplaces, apps, and brand partnerships with full compliance.
For example, one DRINKS client saw over $5,000/month in tax savings and significant improvements in order efficiency after integrating our compliance solution. Another reduced customer support tickets by 90% by automating post-order checks. These operational gains free wineries to refocus on growth and customer engagement.
The wine industry's contraction has slowed, but it hasn't reversed (Source: IWSR US Wine Market Forecasts 2025). Stabilization is mostly happening among premium producers that own their customer data, diversify across channels, and invest in the right tech stack(Source: Silicon Valley Bank Wine Report 2025).
For others, pressure persists. But there is a clear path forward, especially for those embracing what DRINKS callsthe "4th Tier": a digitally native layer of alcohol distribution that allows wineries to sell across marketplaces, apps, and brand partnerships with full compliance.
For example, one DRINKS client saw over $5,000/month in tax savings and significant improvements in order efficiency after integrating our compliance solution. Another reduced customer support tickets by 90% by automating post-order checks. These operational gains free wineries to refocus on growth and customer engagement.
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