🍷 Reinventing Wine Clubs for a New Generation
The old-school wine club—quarterly shipments, fixed selections, long contracts—is starting to feel outdated, especially for Millennials and Gen Z who want flexibility, personalization, and no pressure.
The old-school wine club—quarterly shipments, fixed selections, long contracts—is starting to feel outdated, especially for Millennials and Gen Z who want flexibility, personalization, and no pressure.
Take Edio Vineyards in El Dorado County: they’ve reinvented the model with a pay-as-you-go setup. Members load up a balance (starting at $39/month) and spend it on whatever they want—wine, cider, food, or even goodies from the bakery at any pace they prefer . As Forbes puts it, this shift is happening because traditional clubs “are showing signs of strain” and younger consumers “favor flexible, personalized options”.
Now, here’s what’s exciting for our guests:
WC Lodging x Capo Creek Winery
Capo Creek is joining this new wave, too—offering a subscription-style club centered on choice, not obligation. We’re teaming up with them to offer exclusive experiences for WC Lodging guests—from pasta-making classes to private winemaker dinners, paired with their organic Rhône-style wines.
Why this matters:
- 🍇 Modern vibes: No surprise boxes, no pressure—just pick what you love.
- 🎉 Unique perks: Experiences designed just for our guests.
- đź’ˇ Proven success: This flexible trend is already boosting retention and engagement at wineries like Edio.
Sip Savor and Celebrate at Capo Creek Winery
- Open Mic Night – July 19
- Cave Concert with Jerónimo Maya – August 9 (includes dinner & wine)
- Harvest Celebration Weekend – September 5–6 (grape picking, stomping, brunch & dinner)
- Fall Pick-Up Party – October 11
- Solstice & Pride Dinners – Seasonal outdoor meals with wine pairings
They also offer private events like retreats and custom dinners hosted by Chef Winemaker Mary.