Wine Club CRM & Automation
Your CRM should be running your club — not sitting idle while revenue leaks through the gaps.
Independent tasting rooms lose more club revenue to operational gaps than to bad marketing. The member who visited twice and went quiet. The subscriber who never redeemed their benefits. The lapsed member who just needed one well-timed email to come back.
Your CRM knows these people exist. The problem is that no one is doing anything about it.
The real cost of a passive CRM
Most operators I work with have a CRM — or something close to one. They set it up, imported their contacts, and stopped there. The tool is running in the background, collecting data that nobody reads, sending monthly newsletters that nobody opens, and doing nothing about the members who are quietly walking away.
This isn’t a technology problem. It’s an operations problem. The CRM doesn’t manage itself.
What I actually do
Because I work the floor at a tasting room every week, I configure your CRM to model how a membership actually works in the real world: the first visit, the second purchase, the club tier decision, the seasonal lapse, and the win-back moment.
I build and automate the sequences that would otherwise require a staff member with a spreadsheet and too much time. Every month, you get a plain-language report showing what’s working, what’s not, and what I’m adjusting based on the data.
The member who visited twice and went quiet. The subscriber who never redeemed their benefits. The lapsed member who just needed one well-timed email to come back.
These aren't edge cases — they're the majority of most clubs' inactive lists. A properly configured CRM turns them into a recoverable revenue pool instead of a write-off.
Who this is for
This service is built for operators with an active wine or spirits club — or who want to build one — who are currently doing most of their member communication manually, inconsistently, or not at all.
If you’re sending the same newsletter to every contact on your list, not tracking which members are lapsing, and have no automated follow-up after a first visit, this is the gap I fix first.
What I Measure
Every month you get a plain-language report covering the metrics that actually tell you whether the system is working:
| Metric | What it tells you |
|---|---|
| New member signups | Whether your acquisition flow is healthy |
| Churn rate by tier | Where you’re losing members and at what stage |
| Win-back rate | How many lapsed members each automated flow recovers |
| Email open & click rates by segment | Which messages resonate with which guests |
| Average order value (AOV) | Whether upsell and cross-sell flows are moving the needle |
| Revenue attributed to automation | The dollar return on each active sequence |
No aggregate averages that hide what’s actually happening. If club health is declining in a specific tier or geography, the report says so — and I adjust.
How it fits into a retainer
CRM & Automation is one component of a Digital Operations Partner engagement — not a standalone project. The value compounds when the CRM is connected to your email flows, website behavior, and club data. I run all of it.
Everything that comes with this service.
CRM Setup & Configuration
HubSpot, Mailchimp, or your existing platform configured for hospitality — segmentation, tagging, and lifecycle stages built for how tasting rooms actually work.
Member Segmentation
Active, lapsed, high-value, and at-risk segments built and maintained monthly so you always know who to focus on.
Automated Win-Back Flows
Triggered sequences that fire when a member's order frequency drops or their membership lapses — without any manual intervention.
Club Health Reporting
Monthly dashboard showing signup rate, churn, lifetime value by tier, and the revenue attributed to each automated flow.
POS & Platform Integration
Your CRM connected to Toast, Shopify, WineDirect, or your current stack so member activity flows automatically — no manual imports.
Ongoing Operation
I don't set it up and hand it back. I run it month-to-month as part of a retainer engagement.
Ready to plug the leaks?
Every engagement starts with a fixed-price DTC audit. You'll know what's broken before you spend a dollar on execution.
Book a Discovery Call