New Wine Subscription Caters to Evolving Consumer Preferences
Napa Valley, CA (September 25, 2024) – Clif Family Winery, a Napa Valley champion of organic farming and sustainable business practices celebrating its 20th anniversary this year, has launched The Wine Drop, a new wine subscription designed to give consumers the freedom to choose their favorite wines and customize delivery frequency.
The creation of The Wine Drop is in response to consumers who are asking for a truly personalized wine club experience instead of the traditional approach that makes them sign up for specific wines that are shipped at pre-determined times throughout the year.
“Wine customers today crave convenience, the ability to choose what they love, and a deeper connection with the brands they trust,” says Linzi Gay, President of Clif Family Winery. “The Wine Drop caters to this evolving market by offering our broad selection of wines delivered directly to your doorstep, with the freedom to personalize your selections and frequency.”
According to Juniper Research, the global subscription market is booming, valued at a staggering $593 billion in 2024 and projected to grow by 68% in the next four years. This trend is driven by millennials who value the flexibility and convenience of subscriptions. A Motley Fool survey in March of this year says that 44% of Millennials are spending more on subscriptions in 2024 compared to last year.Clif Family Winery recognized this shift and saw a similar trend within its existing wine club memberships.
“Nearly a third of our traditional wine club members were already customizing their shipments,” says Meg Barkley, VP of Marketing and Membership. “The Wine Drop caters to this desire for exploration and control, while still offering many of the perks that traditional club memberships offer like early access, discounted pricing and flat rate shipping.”
Subscription expert Robbie Kellman Baxter emphasizes the power of this model. “Subscriptions are the best pricing structure for building a forever transaction between organizations and their customers,” Kellman said. “Subscriptions work best where there’s a high level of trust between organizations and the people they serve – resulting in a forever transaction.”
The Wine Drop empowers members to curate their own wine experience. With access to Clif Family’s broad portfolio of wines, members can choose the wines they love. Deliveries can be customized to arrive every 2 or 3 months, depending on preference, and the subscription offers the flexibility to pause or cancel at any time, ensuring complete control over the experience.
In addition, Clif Family Winery has created Mangia!, a subscription service based on the same model featuring the organic food products from the family farm.
You can learn more and sign up for The Wine Drop and Mangia! at www.cliffamily.com.
About Clif Family Winery & Farm:
In 2004, Clif Bar co-creators Gary Erickson and Kit Crawford embarked on a new venture, founding Clif Family Winery & Farm based on their shared commitment to crafting delicious, small-batch food and wine while prioritizing the well-being of people, the planet, and the community. Guided by a dedication to the highest quality with the lowest environmental impact, Clif Family is a certified B Corp committed to organic food and farming, sustainable production, zero waste, and conserving and restoring our natural resources.
Our portfolio includes organically farmed Napa Valley wines and specialty foods, including Solar Grown Honey, Savory Nut Mixes, Fruit Preserves, Wine Jellies and Extra Virgin Olive Oil. Clif Family farms 90 acres of organic vineyards and a 10-acre vegetable garden, olive grove and fruit orchard in the Napa Valley.
