Clif Family Winery & Farm in St. Helena started experimenting with a wine subscription in 2024 after noticing that a growing number of club members wanted to choose what arrived in their shipments.
The Napa Valley winery’s The Wine Drop subscription proved successful enough that Clif expanded it from a digital-only offering to one its hospitality team could sell alongside traditional memberships. Membership grew 16% from 2024 to 2025. At the end of last year the winery took the bigger step, moving all its traditional wine club members to the subscription model and added the Cabernet Sauvignon–focused The Cab Drop.
“We identified a few years ago that a large percentage of our members were asking to customize their shipments,” said Meg Barkley, Clif Family’s vice president of marketing and membership…