{"id":126305,"date":"2025-06-18T14:18:21","date_gmt":"2025-06-18T21:18:21","guid":{"rendered":"https:\/\/www.sonomamag.com\/?p=126305"},"modified":"2025-06-18T14:18:21","modified_gmt":"2025-06-18T21:18:21","slug":"as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries","status":"publish","type":"post","link":"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/","title":{"rendered":"As Visitor Numbers Dip, Creative Wine Clubs Provide a Lifeline for Sonoma County Wineries"},"content":{"rendered":"

As the wine industry continues to face headwinds and visitor numbers decline<\/a>, some winery owners are turning to new revenue streams \u2014 including efforts to revitalize their wine clubs.<\/p>\n

While wine club shipments have remained steady throughout this downturn, accounting for 48% of direct-to-consumer revenue, local wineries are now grappling with the dual challenge of acquiring new members and retaining existing ones, according to Chris Bitter, senior wine and grape analyst for Terrain (the market research arm of American AgCredit), who spoke at a recent wine marketing and sales symposium in Santa Rosa<\/a>.<\/p>\n

The reason? \u201cAbout 90% of all wine club sign-ups occur in the tasting room,\u201d said Bitter. And there’s been a drop in tasting room visits.<\/p>\n

To meet this challenge, some local wineries are adopting a more modern approach. Top-quality wines remain essential, but younger drinkers often want more than a mailing list and a box of preselected bottles.<\/p>\n

The most successful clubs are those that foster personal relationships and allow members to customize their shipments. They also focus on offering personalized experiences, rather than just standard pickup parties<\/a> with hors d\u2019oeuvres.<\/p>\n

Secret suppers, special events<\/h4>\n
\"Three
Three Sticks ros\u00e9 is summertime in a glass (Three Sticks Wines)<\/figcaption><\/figure>\n
\"Three
Shaded chairs at Three Sticks Wines in Sonoma. (Three Sticks Wines)<\/figcaption><\/figure>\n

A recent wine club event at the upscale Three Sticks Wines at the Adobe in Sonoma exemplified this new approach. Members were invited to a ros\u00e9 reception at the downtown tasting room, followed by a five-course wine-paired dinner at the nearby El Dorado Kitchen.<\/p>\n

As guests savored rose-shaped curls of hamachi and ahi crudo with Asian pear and soy-ginger drizzle, Three Sticks co-founder Prema Kerollis spoke about how, with tourism slowing under the current administration, the winery is taking its story on the road.<\/p>\n

A \u201cSecret Supper\u201d in October invites members for an exclusive dining experience in Texas \u2014 the location will be disclosed just 24 hours in advance. That event is already sold out.<\/p>\n

The El Dorado Kitchen gathering, limited to just 20 guests, also got fully booked the same day it was posted.<\/p>\n

\u201cAs soon as my wife and I heard about this dinner, we grabbed tickets,\u201d said longtime Three Sticks member Bob Brindley, a Sonoma resident and current president of Sonoma Home Winemakers. \u201cThese events sell out so fast, I immediately jumped on the website.\u201d<\/p>\n

Three Sticks Wines, 143 W. Spain St., Sonoma, 707-996-3328, threestickswines.com<\/a><\/em><\/p>\n

A personal touch<\/h4>\n
\"Kobler
The table is set for a tasting party at Kobler Estate Winery in Sebastopol. (Kobler Estate Winery)<\/figcaption><\/figure>\n
\"From
From left, Mike Sr. Kobler, Debbie Kobler. Mike Kobler, and Tim Seavy of Kobler Estate Winery. (Michelle Pattee)<\/figcaption><\/figure>\n

Tucked in rural Sebastopol, Kobler Estate is more than a winery \u2014 it\u2019s the Kobler family home. Mike Sr. and Debbie Kobler purchased the property in 1987, drawn by its 1870s Victorian farmhouse and surrounding vineyards.<\/p>\n

Today, alongside their son and winemaker Mike Kobler, the family focuses on producing small-batch Burgundy and Rh\u00f4ne varietals. These include a fragrant Viognier \u2014 just five barrels made in 2023 \u2014 and a 2022 Pinot Noir layered with notes of raspberry, rose petal, cocoa and cinnamon, of which only two barrels were produced.<\/p>\n

\u201cWe keep the wine club small \u2014 only 150 members \u2014 so we can stay connected and make sure it always feels personal,\u201d Mike Kobler said.<\/p>\n

One of the key membership perks at Kobler Estate is shipment customization. \u201cWhether they\u2019re into Rh\u00f4nes, just whites or a mix of both, they can tailor it to what they actually enjoy drinking,\u201d Kobler said.<\/p>\n

Other benefits include complimentary overnight stays in the estate\u2019s guest suites and invitations to private dinners.<\/p>\n

\u201cEvery now and then, we\u2019ll also do a private barrel with someone we\u2019ve built a deep relationship with \u2014 usually a Syrah or Viognier,\u201d Kobler said. \u201cIt\u2019s not something we offer often, but when it feels right, it\u2019s a special project to share. That\u2019s the upside of staying small \u2014 we can say yes to the really meaningful stuff.\u201d<\/p>\n

The winery currently operates on an allocation basis, with a waitlist for club membership.<\/p>\n

\u201cWine clubs are more important than ever,\u201d Kobler said. \u201cWith so much shifting in the industry, having that direct connection to people who care about what we do keeps us grounded.\u201d<\/p>\n

Kobler Estate, 4630 Gravenstein Highway N., Sebastopol, 707-696-1874, koblerestatewinery.com<\/a><\/em><\/p>\n

Customized subscriptions<\/h4>\n
\"The
The outdoor terrace at Gary Farrell Vineyards & Winery in Healdsburg. (Gary Farrell Vineyards & Winery)<\/figcaption><\/figure>\n
\"Gary
Wine tasting at Gary Farrell Vineyards & Winery in Healdsburg. (Gary Farrell Vineyards & Winery)<\/figcaption><\/figure>\n

Gary Farrell Winery has welcomed guests to its hillside Healdsburg estate since 1998, though founding winemaker Gary Farrell released his first vintage Pinot Noir back in 1982.<\/p>\n

This spring, the winery \u2014 now owned by the Sonoma-based Vincraft Group \u2014 introduced a new \u201cSonoma Subscription\u201d service. Members can select their preferred styles and delivery frequency for signature Pinot Noirs and Chardonnays. The flexible model breaks from traditional clubs by letting customers opt out of fixed selections.<\/p>\n

\u201cWine lovers today are looking for more flexibility and personalization in how they enjoy wine, with a low-key investment that fits their lives, not the other way around,\u201d said estate general manager Stephanie Wycoff. \u201cSubscription members still receive preferred (club-style) pricing and access to small-lot wines that rarely leave the winery. But they can order on demand or skip a shipment entirely.\u201d<\/p>\n

A basic subscription includes four bottles every two, four or six months for a flat rate of $150. The flexible format also opens access to limited wines like the 2022 Durell Vineyard Sonoma Valley Chardonnay and the 2021 Rochioli Russian River Valley Vineyard Pinot Noir.<\/p>\n

\u201cIn today\u2019s evolving market, programs like this are essential,\u201d Wycoff said. \u201cThey help us stay connected to our loyal fans while offering something they value \u2014 freedom and choice.\u201d<\/p>\n

Gary Farrell Winery, 10701 Westside Road, Healdsburg, 707-473-2909, garyfarrellwinery.com<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As the wine industry continues to face headwinds, some winery owners are turning to new revenue streams \u2014 including efforts to revitalize their wine clubs.<\/p>\n","protected":false},"author":145,"featured_media":126312,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[113,2602,5,25145,749],"tags":[2880,25695,211],"layout":[5591],"class_list":["post-126305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eat-and-drink","category-wine","category-things-to-do","category-trending","category-whats-new-sonoma-county","tag-sonoma-county-wineries","tag-wine-clubs","tag-wine-country"],"yoast_head":"\nCreative Wine Clubs Provide a Lifeline for Sonoma Wineries - Sonoma Magazine<\/title>\n<meta name=\"description\" content=\"As the wine industry continues to face headwinds, some winery owners are turning to efforts to revitalize their wine clubs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"website\" \/>\n<meta property=\"og:title\" content=\"As Visitor Numbers Dip, Creative Wine Clubs Provide a Lifeline for Sonoma County Wineries\" \/>\n<meta property=\"og:description\" content=\"As the wine industry continues to face headwinds, some winery owners are turning to efforts to revitalize their wine clubs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/\" \/>\n<meta property=\"og:site_name\" content=\"Sonoma Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SONOMAmagazine\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-18T21:18:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sonomamag.com\/wp-content\/uploads\/2025\/06\/GaryFarrell_Spring-010.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Maci Martell\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:creator\" content=\"@sonomamag\" \/>\n<meta name=\"twitter:site\" content=\"@sonomamag\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carey Sweet\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/\"},\"author\":{\"name\":\"Maci Martell\",\"@id\":\"https:\/\/www.sonomamag.com\/#\/schema\/person\/30ffddb200cd166316763da9a3277de7\"},\"headline\":\"As Visitor Numbers Dip, Creative Wine Clubs Provide a Lifeline for Sonoma County Wineries\",\"datePublished\":\"2025-06-18T21:18:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/\"},\"wordCount\":1016,\"publisher\":{\"@id\":\"https:\/\/www.sonomamag.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.sonomamag.com\/wp-content\/uploads\/2025\/06\/GaryFarrell_Spring-010.jpeg\",\"keywords\":[\"Sonoma County wineries\",\"wine clubs\",\"wine country\"],\"articleSection\":[\"Food + Drink\",\"Sonoma Wineries\",\"Things To Do in Sonoma\",\"Trending\",\"What's New in Wine Country\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/\",\"url\":\"https:\/\/www.sonomamag.com\/as-visitor-numbers-dip-creative-wine-clubs-provide-a-lifeline-for-sonoma-county-wineries\/\",\"name\":\"Creative Wine Clubs Provide a Lifeline for Sonoma Wineries - 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