Interactive example · Wineries & producers
A cellar door and wine club website that keeps members coming back
For many small wineries, the club is most of the business: predictable revenue, loyal drinkers and fewer bottles sold through someone else's margin. Most club systems still feel like a checkout bolted onto a brochure. The demo below, for a fictional Macedon Ranges vineyard, does it properly. Book a tasting, join the club, change your next shipment, then look at the release from the owner's side.
In short
A wine club and cellar door website lets visitors book tastings with live capacity, join a membership tier with recurring shipments, and customise or skip each release in a member area. The owner sees members by tier, the picking list for the next release, bookings for the weekend and stock levels, all updated as members make changes.
Interactive demo: Cellar door and wine club
Live demo · Tylden Hollow, Kyneton is a fictional business with sample data. Nothing you do here is saved or sent.
- Book a tastingPick an experience, a weekend slot and your group. There's a free option for the driver.
- Join the clubChoose a tier and sign up. It's a demo; no card is charged.
- Change your next shipmentSwap a bottle or two, keep the pack size right, and save.
- See the release from the owner's sideSwitch to the owner view and find your booking, membership and picking changes.
Example site
Est. 1998 · Tylden, near Kyneton
Cool-climate wine, grown slowly.
Six hectares of Pinot Noir, Chardonnay and Syrah on the granite slopes of the Macedon Ranges. Cellar door open Friday to Sunday.
Spring · budburst in the Pinot block
610 m
above sea level
6 ha
planted 1998
By hand
picked & sorted
Visit · Cellar door
Book a tasting
Friday to Sunday, 11 till 5, in the old shearing shed. Ten minutes from Kyneton station.
The range
Six wines, one hillside.
Small batches from a cold site. Members pay 15–20% less on every bottle. Prices incl. GST.
2023
Estate Pinot Noir
Wild strawberry, forest floor and a thread of white pepper. Fine, chalky tannins; 20% whole bunch.
13.2% · 10 months in old French oak
$52Club $44.20
2024
Chardonnay
Grapefruit pith, white nectarine and struck flint. Wild-fermented in old barrels; a long, saline finish.
12.8% · Wild ferment, partial malo
$44Club $37.40
NV
Blanc de Blancs
Traditional method, three years on lees. Lemon curd, brioche and chalk, with a fine, persistent bead.
12.0% · Disgorged autumn 2025
$58Club $49.30
2022
Reserve Pinot Noir
Our oldest block, from a cold, late year. Dark cherry, violets and graphite. Built to cellar for a decade.
13.0% · 30% new oak · 1,100 made
$85Club $72.25
2023
Syrah
Cool-climate Syrah: blackberry, black olive and cracked pepper, with bright, juicy acidity.
13.5% · 15% whole bunch
$48Club $40.80
2025
Rosé
Pale salmon, pressed from Pinot. Watermelon, rose petal and a dry, mouth-watering finish.
12.5% · Pinot Noir, direct press
$32Club $27.20
The Hollow Club
Join the club
Three releases a year, chosen by us and changeable by you. Free freight, free tastings, first pour of everything.
- 2 × Estate Pinot Noir
- 2 × Chardonnay
- 1 × Blanc de Blancs
- 1 × Rosé
Seasonal
6 bottles · 3× a year
A mixed six from each release, chosen for the season.
- 15% off everything, always
- Free tastings for you + 3 guests
- Release previews before anyone else
- Free freight on club shipments
About $240 a release
- 3 × Estate Pinot Noir
- 3 × Chardonnay
- 2 × Blanc de Blancs
- 1 × Reserve Pinot Noir
- 2 × Syrah
- 1 × Rosé
Cellar
12 bottles · 3× a year
A dozen across the range, always with the Reserve.
- 20% off everything, always
- Free tastings for you + 3 guests
- Library releases & back vintages
- Free freight on club shipments
About $494 a release
- 4 × Estate Pinot Noir
- 2 × Reserve Pinot Noir
Pinot Club
6 Pinot · 2× a year
Six Pinot Noir each autumn and spring, Reserve included.
- 15% off everything, always
- Free tastings for you + 3 guests
- Barrel-hall Pinot day each winter
- Free freight on club shipments
About $321 a release
Existing member?
Tylden Hollow is fictional; the wines, prices and members are sample data. No payment is taken and nothing is sent. Selling liquor online in Victoria requires the appropriate licence, and age checks in a real build would be designed around it.
Built for wineries, cellar doors and small producers
Three people it has to work for, and what each is hiring it to do
- Owner or winemakerA club that renews itself and a cellar door booked before the weekend
- Cellar door managerTastings against real capacity, and a picking list that's already right
- MemberSwap bottles, skip a release, and never miss a shipment
What you just used
How Tylden Hollow runs, screen by screen
- Members chargedSystemCards, addresses, skips handled
- Picking list readyCellar door
How the work moves through Tylden Hollow: who does what, and where the software takes over. Steps with a mint mark are ones you can do in the demo above.
Tastings booked against real capacity
Experiences, times and group sizes are limited to what the cellar door can host. Weekends stop overflowing, and the team knows who's coming.
A club people choose to join
Tiers explained by what members get, with member pricing shown on every wine. The club is presented as the best way to drink the wine rather than a subscription to manage.
Members shape their own shipment
Swapping bottles, adding extras and choosing delivery or collection happen in the member area, within the rules you set. It cuts cancellations and "can I change mine?" emails.
A picking list that updates itself
Every swap and skip changes the release's picking list and revenue forecast. The owner packs from one list rather than reconciling emails.
Responsible service built in
Age checks at sign-up, an ID reminder for tastings and a free option for the designated driver. It's good hospitality and part of your Liquor Control Victoria licence obligations.
Stock that tells you before it runs out
Bottles remaining for each wine, with low-stock flags before a release promises something the shed can't pack.
Built for you
Your rules, not a template's
Built for your cellar door, it carries your wines and your way of running a club:
- Your tiers, discounts, release schedule and freight rules
- Your tasting experiences, capacity and seasonal hours
- Member perks: guest passes, library access, pre-release offers
- Payment through Stripe or Square with automatic retries for failed cards
- Stock and orders synced with your POS, such as Square or Lightspeed
- Pages about your vineyard and region that search engines and AI assistants cite
Connects to what you already use
Where a tool offers an API or a calendar feed, the build talks to it directly. Your data stays in accounts you own.
- Tyro
- Doshii
- Square
- Lightspeed
- Stripe
- Xero
- Mailchimp
- Klaviyo
- Australia Post
- Sendle
A general online store, a wine-industry platform, or a custom build?
Wine-specific platforms such as WithWine and Commerce7 handle clubs and cellar doors well, and plenty of wineries should use them. Custom work is for when your club, your brand or your costs don't fit.
| Criteria | General online store | Wine-industry platform | Custom wine club site |
|---|---|---|---|
| Club memberships | Via add-ons, often clumsy | Built in | Built around your tiers and rules |
| Member customisation | Rarely | Usually supported | Exactly how you allow it |
| Tasting bookings | Separate tool | Often built in | Built in, with your experiences and capacity |
| Look and feel | Theme-based | Platform templates | Yours, end to end |
| Ongoing cost | Monthly plan | Monthly plan plus transaction fees | Hosting and support |
| Best when | You sell a few wines and have no club | Your club is standard and you want it running quickly | Your club is central to the business and your brand needs to carry it |
How we'd build yours
Fixed price, agreed before we start
Walk through a release
From allocation to packing to the failed-card follow-ups, we map how a release actually runs and where the time goes.
Fix the scope and the price
Club tiers, member area, tastings, payments and integrations in the first version, at one fixed price you approve before we start.
Design around the wine
Photography, labels and the story of the place lead. Type and pacing are chosen to feel like the cellar door, not a template.
Launch before a release
Members move across with their details and tiers, and the first release runs through the new system with us watching it closely.
What moves the price
Custom work is quoted individually, at a fixed price, once the scope is written down. These are the things that make the biggest difference.
- Club rules
- Fixed packs are simpler than member choice with substitutions.
- Payments
- Recurring charges, retries and card updates add logic.
- POS and stock sync
- Linking cellar door sales and stock needs an integration.
- Member migration
- Moving members and stored cards from another platform needs care.
When you shouldn't build this
If your club is small and standard, a wine-industry platform will have you running in weeks for a monthly fee, and that's the sensible choice. Custom makes sense when the club is a large share of revenue, your rules or experiences don't fit the platform, or you want the whole site to feel like your cellar door rather than someone else's template.
Want this, with your name on it?
Tell us how the work runs today. We'll reply within one business day with what we'd build first, what we'd leave out, and whether an off-the-shelf tool would serve you better.
Common questions
Software that runs a winery's membership: tiers, recurring shipments, member pricing, payments and a member area where people customise or skip releases. It usually also handles cellar door bookings, online sales and the picking list for each release.
Yes, within rules the winery sets: swapping wines, adding extras at member price, choosing delivery or collection, or skipping a release. Each change updates the picking list and revenue forecast for the release automatically.
Yes. Each experience has its own capacity by time slot, and bookings close when it's full. Group size limits, seated or standing experiences and seasonal hours can all be set by the winery.
Usually not at first. Wine-industry platforms are capable and cost-effective for standard clubs. A custom build is worth it when the club is central to the business, your experiences or rules don't fit a platform, or platform fees have grown with your sales.
Anyone selling liquor online in Victoria must meet their licence conditions, which include not supplying to minors. A real build includes date-of-birth checks at sign-up and delivery practices that match your licence.
More examples to try
- Bakeries, wholesale food and drink suppliers, growersWholesale orders and delivery runsStanding orders with a cutoff, bake and run sheets that build themselves, proof of delivery and invoices to Xero.Live demoTry it
- Quick-service restaurants, cafés and takeawaysOnline ordering for restaurantsCommission-free order-ahead with modifiers, allergens and kitchen-aware pickup times.Live demoTry it
- Owners of cafés, venues, retail and multi-site businessesOwner's dashboard with a weekly briefThree venues on one screen, a drill-in for the one that's off, a Monday brief from the numbers and a Friday wage alert.Live demoTry it
Last reviewed .