tiergain
Repeat purchase tactics for wine and spirits in 2026
First wine order: 3-bottle tasting at $71. Second: 6-bottle case at $134. Third: 12-bottle case at $252. Each reorder should discover more wines.
38%
AOV growth from 1st to 3rd wine order with case upgrades
2.8x
LTV from case-upgraded wine customers
$252
Average 3rd-order AOV with case progression
Wine customers who start with a tasting and progress to mixed cases generate 2.8x the revenue of customers who reorder the same single bottle.
The hacks
New wine introduction on every repeat order
Second order: "You loved the Italian reds. Try the new Barolo?" Including a new wine suggestion on every reorder expands the case and introduces premium bottles.
Tasting-to-case upgrade path on repeat visits
First: 3-bottle tasting ($71). Second: "Upgrade to a 6-bottle case - you tried 3, now explore 6 ($134, save 20%)." Third: "Go full case - 12 bottles ($252, save 25%)." Tiergain structures progressive wine case expansion.
Seasonal wine exploration on repeat cases
Summer: add a rose and a white to the regular red case. Fall: add a fortified wine. The seasonal additions grow the case naturally. Each season adds 2 bottles to the repeat order.
Free tasting notes card with every repeat case
Include printed tasting notes for every wine in the repeat case. The notes turn each delivery into an educational tasting experience. Education drives retention because customers learn to taste better.
Exclusive reserve bottle for loyal case customers
After 3 case purchases: access to a reserve bottle not in the regular catalog. The exclusive drives return purchases because collectors want the reserve.
Wine club subscription after 3 manual case orders
After 3 cases: "Your wine taste is dialed in. Join the club at 15% off + subscriber-exclusive bottles?" Three case purchases proves the pattern. The club automates it with exclusive access.
Wine repeat orders should grow in case size, not just reorder frequency
A 3-bottle tasting becoming a 6-bottle case becoming a 12-bottle case is the natural progression. Each step deeper into wine appreciation drives larger cases. The repeat path should guide the case size growth.