The Sonoma County single-serve wine brand In Good Taste has crossed 300,000 cumulative Wine Advent Calendar units sold and is entering its seventh holiday season with its deepest SKU lineup yet — six advent calendars and the launch of what the company calls the country's first advent-based wine club. The commercial move signals a deliberate pivot from a high-velocity seasonal sell-in to a subscription revenue model that extends depletions well past December.
The Lineup Expansion
The 2026 calendar portfolio spans price points from $114.99 to $249.99, covering mixed, white-and-rosé, all-red, luxury, and two new entries: a Wine Cocktail Advent Calendar ($164.99) featuring ready-to-drink wine cocktails and a Food Pairing Advent Calendar ($114.99) designed as a bundle-and-save companion to the core wine sets. Each calendar contains 24 single-glass 187ml bottles — the same mini-bottle format that anchors the brand's broader off-premise and travel retail distribution. All wines are produced and bottled in Sonoma County under award-winning in-house winemaker Matt Smith, with sourcing from Napa Valley, Paso Robles, Washington State, and international appellations including Italy, Austria, Germany, and New Zealand.
On the distribution side, In Good Taste moves through Southern Glazer's Wine & Spirits and Empire Distribution across 36 states — a wholesaler footprint that underpins both its off-premise retail presence in big-box and specialty stores and its on-premise placements in hotels and airports. The brand also ships direct-to-consumer tasting kits to groups of 10 to 5,000-plus across 44 states, giving it a DTC channel that supplements traditional three-tier volume and supports its corporate gifting program.
Club as Year-Round Revenue
The new Advent Wine Club, starting at $175 per cycle, is built around a summer and a winter calendar cadence. Members receive 187ml pours of each wine first, then order full-size bottles of only the wines they choose to keep — a try-before-you-buy mechanic designed to reduce return friction and drive upsell into the brand's full-bottle portfolio. Co-founders Zach and Joe framed the launch as a direct response to consumer demand: "After 300,000 calendars, we knew people didn't want that to stop in December."
For wholesalers and retail buyers, the club model matters because it converts what has historically been a single Q4 shipment event into at least two replenishment cycles per year, smoothing out the demand curve that makes seasonal wine sets a supply-chain planning challenge. The brand has sold out six consecutive holiday seasons, which creates both strong reorder confidence and real allocation pressure for distributor partners managing limited inventory windows. Early order incentives and free shipping on all 2026 calendars are already live, with October ship dates and a delayed-delivery gifting option available through the brand's DTC portal.
For retailers managing holiday planograms and end-cap allocations, In Good Taste's expanded six-SKU lineup and broad wholesale availability through Southern Glazer's gives buyers more flexibility to build tiered gift sets across price brackets — a category tactic increasingly important as wine gift-set velocity has grown at retail heading into the back half of the year. The food pairing SKU, bundled at a $15 discount, also opens cross-merchandising opportunities that adjacent wine and spirits distribution partners and grocery channel buyers can leverage at the shelf level.
As the single-serve wine segment continues to attract attention from both established suppliers and emerging DTC brands, In Good Taste's distribution scale and now its subscription layer position it as a benchmark for how seasonal wine SKUs can be engineered into durable annual revenue streams rather than one-time holiday buys.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
