16.5% Decrease in Club Member Attrition Driven by Enolytics-Enabled Workflow at Dutton Goldfield Winery in Sebastopol, CA
Atlanta, GA | July 16, 2026
How Enolytics’ club member at-risk analysis empowered Dutton-Goldfield to improve club tenure and LTV by 7.8%
The Problem: Generational Changes in Consumer Behavior Leading to Club Attrition & Declining Membership Revenue
As demographic shifts collide with changing consumer behavior to impact the wine industry at large, DTC wineries are seeing declining traffic and club conversions alongside higher attrition, resulting in lower total club volume— meaning every member matters more than ever.
At Dutton-Goldfield Winery, general manager Ed Thralls responded to the threat by turning to a data-driven solution, using Enolytics’ predictive behavior and risk analysis tools to halt attrition before it happens.
The Solution: Using Enolytics’ Predictive Behavior Tools to Anticipate & Offset Club Attrition
Ed leveraged Enolytics’ predictive analytics tools, specifically the “Who is at risk of leaving” and “Recent risk change status” features, to surface which members were at highest risk of requesting a cancellation. These tools use machine learning and consumer behavior patterns to provide a risk assessment for every member, flagging new additions & changes, offering insight into which members are most likely to cancel in the near future.
The Action: Systematizing Member Outreach, Prioritizing Relationships
Ed moved quickly from insight to execution. He implemented an operational Membership Success program build around an ongoing retention workflow, with the key goal to find the right relationship for that member’s life cycle.
Relationship Management: On a weekly basis, the club team reviews the Enolytics-generated list of high and very-high Risk Change Status members, proactively reaches out to those members, and logs outcomes and next steps, documenting learnings and empowering greater success over time.
Retention Ladder: The team treated cancellation as an option of last resort, creating a 7-tier “ladder” of preferred options to offer before cancellation, including shipment customization, or downgrading to other club tiers.
The Result: 16.5% Decrease In YTD Club Attrition, 7.8% Increase in Member Revenue and Tenure
Dutton-Goldfield has shifted their success metrics from a “more is more” approach where the total number of members is the top priority, to a valuation based on lifetime value and long-term relationships. The downstream impact speaks for itself:
Club attrition down from 27.9% to 23.3% YTD (Δ 16.5% vs PY) Membership tenure up 7.8%
Club member average lifetime value up 7.8%
As Thralls said: "With the additional features in Enolytics, there is much more we want to do, but we felt it best to start simple. We are happy to see positive signals in both attrition rate, average club tenure, and club lifetime value.”
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The wine industry is navigating the most challenging market in decades.
The data from Dutton-Goldfield points to an industry-wide challenge: with changing consumer behavior, winery foot traffic is in decline and total club memberships—the backbone of the DTC wine industry—are starting to move backwards.
Wineries with an eye to their long-term future are using innovative, data driven solutions to improve customer relationships, build stronger procedures, and ensure every member remains a net positive towards the bottom line.
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