Why Wine Club Members Spend More with Customization

For years, wineries have asked the same question: “Do members actually want to customize their club shipments?” The answer, based on our latest Data Drop powered by 1.4 million memberships and 17,000+ wine clubs, is clear:

Yes. And when you let them, they spend more. A lot more.

Customizable clubs are one of the strongest revenue drivers in DTC wine. Giving members the ability to edit, personalize, and make a shipment their own consistently leads to higher order values, stronger retention, and happier customers.

Here’s what the data shows, and why flexibility is becoming the defining feature of modern wine clubs.

Customization Drives Spend: The $112 Difference

One of the most striking findings from this year’s Club Data Drop is the difference in average order value between customizable traditional club shipments and set-item ones:

• $280 average AOV for customizable traditional clubs
• $168 average AOV for set-item traditional clubs

That’s a $112 difference per shipment just by allowing members to choose what goes in their box.

This isn’t a one-off bump or outlier; it’s a consistent pattern across wineries of all sizes. When members feel ownership over the order, when they’re able to add a bottle or swap a varietal, they naturally spend more.

It’s not upselling. It’s not discounting. It’s simply personalization.

Why Customization Works

Customization taps into a few predictable customer behaviours:

1. People value what they choose.

Behavioural research calls this the IKEA Effect: when people play a role in shaping or choosing something, they value it more; and as a result, often spend more.

A set shipment?
It feels like a box.

A customized shipment?
It feels like my shipment.

2. Editing is an expression of taste, not dissatisfaction.

Many wineries worry that editing means a member doesn’t like their selection. The data suggests otherwise.

Members edit because they know what they enjoy, what they’re cellaring, what they want for an upcoming dinner, or what they’re gifting. Editing is an upgrade behaviour, not a complaint.

3. Personalization reduces friction and increases confidence.

The biggest reason customers cancel clubs is misalignment. Wrong varietals, too many bottles, not enough flexibility.

Letting members adjust removes that friction entirely.
Customization creates confidence that every order is relevant and worth keeping.

The Impact on Loyalty 

One of the most interesting correlations we saw in the data: members who actively engage with their shipments tend to stick around longer.

When members log in to review their order, edit selections, add bottles, or schedule changes, they’re demonstrating:

• awareness
• engagement
• ongoing value perception

This is fundamentally different from subscription clubs, where the experience is “set it and forget it.” Traditional clubs with customization attract long-tenured, high-value customers who want a relationship with the winery, not just a recurring shipment.

The data clearly shows that engaged members are more loyal members. And customization is one of the easiest ways to create engagement.

Customization Isn’t Just Good for Members, It’s Good for Wineries

Beyond revenue lift, wineries benefit from customizable clubs in a few practical ways:

Fewer customer service headaches

Editing tools mean fewer “can I swap this bottle?” emails and fewer exceptions your team has to manually manage.

Higher satisfaction, lower cancellations

If customers receive exactly what they want, there’s no reason to skip, pause, or cancel due to mismatch.

Increased average order value without discounting

Nothing you do will raise AOV as consistently or as easily as letting members personalize shipments.

What About Subscription Clubs?

Subscription clubs still play an important role. They attract impulse shoppers and customers who prefer convenience over curation.

But when we compare the two models through the lens of customer behaviour:

• Traditional clubs attract higher-value, longer-tenured members.
• Subscription clubs appeal to shoppers who crave convenience and simplicity.

Both matter. Both serve different customer mindsets. But if your goal is higher revenue per shipment and deeper loyalty, traditional clubs with customization clearly outperform.

How Wineries Can Put This Into Practice

Even small changes make a measurable difference. Here are a few ways to maximize the impact of customization:

1. Make editing simple and obvious

If members have to hunt for the “edit order” button, they won’t do it.Clear prompts and reminders drive engagement.

2. Offer curated suggestions

Help nudge members toward trying something new: staff picks, seasonal recommendations, most-loved bottles.

3. Allow add-ons during the editing window

Members are already logged in and thinking about wine; make it easy to add a bottle or two.

4. Celebrate flexibility as a benefit

Tell members up front: “This club is built for your preferences.”
People join (and stay) when they know they have control.

The Bottom Line

Customizable clubs consistently outperform un-edited or set-item clubs for one simple reason: they give members control.

When members choose their wines, they spend more, they stay longer, and they build stronger relationships with your brand.

Explore the Full Data Drop

This blog only scratches the surface of what we uncovered this year. To see the full dataset, including shipment performance, cancellation trends, retention patterns, seasonal behaviour, and more, check out the full Club Data Drop:

Inside 1.4M Memberships: What’s Really Driving Wine Club Success