{"id":8920,"date":"2025-06-02T19:18:57","date_gmt":"2025-06-03T03:18:57","guid":{"rendered":"http:\/\/inedc.com\/24\/?p=8920"},"modified":"2025-06-02T19:18:57","modified_gmt":"2025-06-03T03:18:57","slug":"edio-vineyards-reinvents-wine-club-model-to-attract-younger-generations","status":"publish","type":"post","link":"http:\/\/inedc.com\/24\/business\/edio-vineyards-reinvents-wine-club-model-to-attract-younger-generations\/","title":{"rendered":"Edio Vineyards Reinvents Wine Club Model to Attract Younger Generations"},"content":{"rendered":"<p>By Cris Alarcon, InEDC Writer. (June 2, 2025)<\/p>\n<p data-start=\"1433\" data-end=\"1782\"><strong data-start=\"1433\" data-end=\"1458\">PLACERVILLE, Calif. \u2014<\/strong> In the Sierra Foothills of El Dorado County, <a href=\"https:\/\/delfinofarms.com\/\">Edio Vineyards<\/a> is taking a bold step to modernize an aging institution: the traditional wine club. Faced with changing consumer expectations and shifting generational values, the family-run winery is launching a flexible membership model aimed squarely at Millennials and Gen Z.<\/p>\n<p data-start=\"1784\" data-end=\"2098\">Instead of fixed quarterly shipments, Edio now offers a \u201cmember account\u201d where customers pay a monthly fee\u2014starting at $39\u2014that builds over time and can be redeemed whenever they choose. Whether it\u2019s for wine, cider, food, or even goods from the on-site bakery, the funds never expire, giving members full control.<\/p>\n<blockquote data-start=\"2100\" data-end=\"2393\">\n<p data-start=\"2102\" data-end=\"2393\">\u201cBeing in the wine industry for a while now, I have felt and learned that the traditional wine club system is a little archaic,\u201d said Christine Noonan, co-owner and general manager. \u201cIt\u2019s dated. Consumers don&#8217;t want to be forced to take certain wines and are more interested in customizing.\u201d<\/p>\n<\/blockquote>\n<p data-start=\"2395\" data-end=\"2839\">This generational shift is echoed in industry data. According to the <strong data-start=\"2464\" data-end=\"2523\">2024 Silicon Valley Bank Direct-to-Consumer Wine Survey<\/strong>, 19% of wine club members canceled their memberships last year. Meanwhile, nearly half of all wineries surveyed don\u2019t track churn, placing them at risk of falling out of step with modern consumers. Notably, the average age of a traditional club member is 59, with most earning high incomes and many already retired.<\/p>\n<p data-start=\"2841\" data-end=\"3128\">Edio\u2019s model was born out of both frustration and opportunity. \u201cWe don\u2019t like calling it a \u2018subscription club\u2019 because it\u2019s so much more than that,\u201d Noonan explained. \u201cSubscriptions can be shady\u2014they keep charging people without them even realizing it. We wanted to remove that anxiety.\u201d<\/p>\n<p data-start=\"3130\" data-end=\"3406\">Flexibility is now central to the experience. Members can visit once a year or multiple times, spending accrued funds on what they want, when they want. The system mimics a digital wallet more than a club, removing pressure while still ensuring reliable income for the winery.<\/p>\n<blockquote>\n<p data-start=\"3408\" data-end=\"3629\">\u201cFor larger wine brands, moving away from fixed shipments makes forecasting more difficult,\u201d said Noonan. \u201cBut with our model, we release products on a first-come, first-served basis. When something sells out, that\u2019s it.\u201d<\/p>\n<\/blockquote>\n<p data-start=\"3631\" data-end=\"3838\">The changes have led to measurable success. According to Noonan, cancellation rates have dropped, and retention has improved. \u201cCustomers love the customization and the manageable monthly payments,\u201d she said.<\/p>\n<p data-start=\"3840\" data-end=\"4075\">For Edio Vineyards, the gamble appears to be paying off. While many wineries are hesitant to overhaul decades-old systems, Edio\u2019s success may serve as a case study in how to meet new consumer expectations without sacrificing stability.<\/p>\n<p data-start=\"4077\" data-end=\"4226\">As the wine industry continues to evolve, all eyes will be on El Dorado County to see whether this new model takes root statewide\u2014or even nationally.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Traditional wine clubs are losing traction with younger consumers, who increasingly seek flexible, customizable options that align with modern spending habits and lifestyles<\/p>\n","protected":false},"author":1,"featured_media":8921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard","override":[{"template":"7","parallax":"1","layout":"no-sidebar-narrow","sidebar":"default-sidebar","second_sidebar":"default-sidebar","sticky_sidebar":"1","share_position":"float","share_float_style":"share-normal","show_share_counter":"1","show_view_counter":"1","show_featured":"1","show_post_meta":"1","show_post_author":"1","show_post_author_image":"1","show_post_date":"1","post_date_format":"default","post_date_format_custom":"Y\/m\/d","show_post_category":"1","post_reading_time_wpm":"300","post_calculate_word_method":"str_word_count","show_zoom_button":"0","zoom_button_out_step":"2","zoom_button_in_step":"3","show_post_tag":"1","show_popup_post":"1","number_popup_post":"1","show_author_box":"1","show_post_related":"1","show_inline_post_related":"1"}],"image_override":[{"single_post_thumbnail_size":"crop-500","single_post_gallery_size":"crop-500"}],"trending_post_position":"meta","trending_post_label":"Trending","sponsored_post_label":"Sponsored by","disable_ad":"0","subtitle":"Traditional wine clubs are losing traction with younger consumers, who increasingly seek flexible, customizable options that align with modern spending habits and lifestyles"},"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":{"view_counter_number":"0","share_counter_number":"0","like_counter_number":"0","dislike_counter_number":"0"},"footnotes":""},"categories":[6,2],"tags":[],"class_list":["post-8920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-culture"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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