Annual club revenue
$578,080
across 1,290 members
Avg revenue / member
$448
annualized, blended across tiers
Club as % of DTC
68.7%
$578,800 of $842,300 trailing 12-mo
Blended LTV
$2,521
weighted by tier composition
By tier
Annual revenue per tier
Cellar Reserve
$740per member / yr
Estate Select
$500per member / yr
Discovery
$300per member / yr
Channel mix
Club share of DTC
Club$578,800
Other DTC$263,500
Shipment performance
Revenue per shipment vintage
| Vintage | Shipment | Members | Revenue | Per member |
|---|---|---|---|---|
| 2022 | Fall '24 | 1,186 | $138,200 | $117 |
| 2023 | Spring '25 | 1,204 | $141,900 | $118 |
| 2022 | Fall '25 | 1,238 | $147,400 | $119 |
| 2023 | Spring '26 | 1,284 | $154,700 | $120 |
Lifetime value
LTV estimate by tier
Estimated lifetime value reflects average tenure × annual revenue, discounted for expected attrition. Cellar Reserve members tenure roughly twice as long as Discovery.
Cellar Reserve
$5,180Avg tenure 6.4 yrs · $740 annual
Estate Select
$2,890Avg tenure 4.8 yrs · $500 annual
Discovery
$1,240Avg tenure 3.1 yrs · $300 annual
Cohort LTV (1,290 members)$3,252,580