What makes for a great wine subscription?

According to CrateJoy, a purveyor of the "best monthly subscription boxes for everyone", a great subscription box has 7 components:

1. There is an existing community of enthusiasts 
2. The category is evergreen
3. The audience is looking to discover on a continuous basis
4. The need is recurring
5. The customer wants to make someone or something they love happy
6. The customer is sustaining an emotional connection
7. It’s a way of life

Is there a community of wine enthusiasts? Yes!

Has wine been around for centuries and will it be around for centuries? Yes!

Are people looking to discover new things about wine? Yes! 

Do people consume and drink wine frequently? Yes! 

Can you gift wine to others to make them happy? Yes!

Does wine inspire feelings? Yes!

Is wine drinking a way of life? Yes! (just look up wine art on etsy). 

So where do wine subscriptions traditionally go wrong? They fail to enable discovery on a continuous basis and they could improve the emotional connection. Quarterly wine subscription boxes tend to give people the same wines, in the same packaging year after year. This means when you open the box there is no joy of discovery or learning. It commoditizes the experience. If vineyards want to do something to reduce churn they need to find a way to make each shipment a unique experience from the last one. A couple tactics that come to mind are unique art, fun stories around the wine, partnerships with other vineyards to offer new wines, experimentation with new varietals, learning about how that year's box of wine is different from the last and so forth. By improving the wine box experience wine companies can increase discovery and improve emotional connection reducing churn in their subscription boxes.