In most boutique winery wine clubs, the top 6% of members by spend account for 43% of total DTC revenue — a concentration that demands a dedicated VIP-tier architecture, yet most wineries treat these members the same as their entry-level club members. A VIP tier is not simply a higher allocation or a price discount — it is a fundamentally different relationship structure: exclusive access, earlier release windows, direct winemaker contact, and experiences unavailable to non-VIP members at any price. Wineries that formalize VIP architecture consistently increase spend from that top tier while simultaneously reducing their churn rate, which has an outsized revenue impact given the 43% revenue concentration.
Hello there, the WISEr.
Here’s what I see when I analyze winery membership data.
800 total members. Revenue distribution isn’t even close to equal.
Top members (roughly the top 5-7%): a disproportionate share of total club revenue.
The broad middle tier: a meaningful but smaller share.
The remaining members: the broad base, generating a smaller share still.
That top tier averages many times the overall member average annually.
Your overall average sits far below what your top members spend.
Those top members are spending many times as much as your typical member.
And you’re treating them exactly the same.
Same wines. Same allocation timing. Same member benefits. Same communication frequency.
They’re generating a disproportionate share of revenue and receiving the same experience as someone spending a small fraction of that.
That gap between their value and your recognition costs you significant lost expansion revenue each year—members who’d spend more if you gave them something worth spending on.
Hospitality Virtuoso wineries implementing VIP tier architecture typically see a marked increase in top-tier member spending through structured exclusivity that makes high-value members feel genuinely valued rather than invisible.
The Problem Most Wineries Create
Most wineries approach wine club tiers backwards. They invent tiers they want to offer: “Let’s create Gold, Platinum, and Diamond!” Then they manufacture benefits to justify each tier and fees to create pseudo-uniqueness.
This top-down approach creates arbitrary differentiation that doesn’t reflect actual member behavior or desires.
Better approach: Discover natural tiers in your existing data, then build an architecture that formalizes what’s already happening organically.
Step 1: Identify Natural Spending Tiers
Pull 12-24 months of member purchase data. Plot members by total annual spending. You’ll see natural clustering:
Tier 1 – VIP (Top 5-10%): Spending 3-5x your average member. These are your $5,000-12,000 annual spenders if your average is $1,500. They’re already demonstrating premium behavior; they just lack premium recognition.
Tier 2 – Premium (Next 25-35%): Spending 1.5-2.5x average. These members show elevated engagement without reaching VIP levels. They’re often aspiring to VIP status but need a clear path to get there.
Tier 3 – Core (Remaining 55-70%): Spending at or below average. Solid, consistent members who form your base. They’re not looking for exclusivity; they want reliable quality and fair value.
Don’t invent these tiers. Let your data show you where natural breaks occur.
Step 2: Benefits Architecture by Tier
Once you know your tiers, build benefits that create genuine differentiation.
VIP Tier (Top 5-10%) must include 4-6 exclusive benefits completely unavailable to other tiers. Exclusivity only works if it’s real.
Examples that work:
- Library wine access: Wines from 5+ vintages ago, limited to VIP only.
- Winemaker dinners: 12-person maximum, held quarterly, VIP exclusive.
- First allocation: 48-hour early access to sold-out releases before anyone else sees them.
- Private barrel tastings: Work-in-progress wines, bring spouse/partner, winemaker-led.
- Custom blending sessions: Create a personal blend from available lots, minimum 6 bottles.
- Harvest experience: Work crush with the winemaking team for 4 hours, keep a signed bottle of wine you helped make.
Notice: These aren’t “more bottles.” They’re experiences and access that money alone can’t easily buy.
Premium Tier (Next 25-35%) should provide 2-3 elevated benefits that recognize above-average engagement without matching VIP exclusivity:
- Extended tasting room hours: Book appointments outside normal hours.
- Annual winemaker reception: Larger group (40-60 people) but still special access.
- Member-exclusive releases: Wines not available to the general public.
- Discounted event tickets: 20-30% off for winery dinners, concerts, and festivals.
Core Tier (Remaining 55-70%) should deliver solid baseline experience: reliable wine quality at fair pricing, convenient pickup or shipping, standard discount on bottle purchases (15-20%), invitation to major annual events.
Step 3: Invitation-Only VIP Access
Make VIP tier invitation-only based on demonstrated spending, not self-selection.
Why this matters:
- Creates aspiration in Premium tier: When Premium members see VIP benefits but can’t self-select in, some increase spending specifically to reach VIP qualification.
- Maintains exclusivity perception: Self-select tiers feel like anyone can join. Invitation-only feels earned. That psychological difference drives retention at the VIP level.
- Prevents revenue loss: If VIP is self-select, some members upgrade for benefits without increasing spend. Invitation-only ensures VIP designation follows spending increase.
Set a clear qualification threshold that’s reachable but meaningful. Send a personal invitation from the owner or winemaker: “Based on your support over the past 18 months, we’d like to invite you to our VIP tier…”
Step 4: Communicate Tier Value Without Alienating Core
Delicate balance: You want VIP and Premium members to feel special without making Core members feel second-class.
- Public-facing: Mention only Core tier benefits. Don’t advertise VIP/Premium tiers on the website or in tasting room materials.
- Private communication: VIP and Premium members receive separate welcome packets and quarterly communications highlighting their exclusive benefits.
- Upgrade path: When Core members naturally hit spending thresholds, invite them to Premium. Frame it as recognition of their support, not something they were previously denied.
Results You May See
VIP Tier Impact: marked spending increase among top members, very high retention (exclusivity and recognition create loyalty), notably higher gift subscriptions.
Premium Tier Impact: meaningful spending increase (aspiring to VIP drives purchase frequency), strong retention, clear upgrade path to VIP for top performers.
Core Tier Impact: meaningful churn reduction (not feeling pressured or excluded improves retention), stable baseline revenue.
Overall Business Impact: substantial increase in total club revenue without member growth, meaningful average revenue increase for 800-member clubs.
This Month’s Action
Pull your member spending data for the past 12-24 months.
Plot all members by annual spending. Identify natural clustering points where you see spending gaps.
Calculate what percentage of your revenue comes from the top 10%, next 30%, and bottom 60%.
If the top 10% drives 30%+ of revenue and you’re treating them the same as everyone else, you have a VIP-tier opportunity worth pursuing.
P.S. The most successful VIP tier can be a result of asking one simple question: “What would make our top 50 members feel genuinely valued beyond just sending them more wine?” A possible answer: quarterly winemaker dinners limited to 12 people, private barrel tastings with the viticulturist, and first access to library wines. This cost a small investment annually to deliver and drove substantial incremental VIP spending that first year. The members weren’t paying for wine. They were paying for access and recognition that money alone usually can’t buy.
