Sonoma County's In Good Taste has crossed 300,000 cumulative Wine Advent Calendar sales and is entering its seventh holiday season with its largest product lineup to date: six calendars, two of them new, and the launch of the Advent Wine Club — the first wine club in the country structured around both a Summer and a Winter Advent Calendar format.

For hospitality operators, hotel gift shops, airport retail buyers, and corporate gifting managers already carrying In Good Taste's 187ml single-serve format, this expansion is worth tracking. The brand has distribution through Southern Glazer's and Empire Distribution across 36 states, and its products are active in hotels, airports, boutiques, and big-box retail — which means the gifting and amenity case just got considerably wider.

The 2026 Lineup

The six-calendar portfolio spans $114.99 to $249.99 and addresses meaningfully different consumer segments. The flagship Mixed Wine Advent Calendar ($154.99) returns alongside the White & Rosé ($164.99) and All Red ($164.99) editions. The Luxury Wine Advent Calendar ($249.99) targets premium gifting. Two new additions round out the range: a Wine Cocktail Advent Calendar ($164.99) featuring ready-to-drink formats including Espresso Martinis and Piña Coladas, and a Food Pairing Advent Calendar ($114.99) designed to bundle with the wine calendars at a $15 discount. All calendars ship in October with a delay-delivery option built in for gifting use cases — a practical feature operators running corporate gifting programs will recognize immediately.

Every wine in the lineup is produced by in-house winemaker Matt Smith and bottled in Sonoma County, with sourcing from Italy, Austria, Germany, New Zealand, Napa Valley, Paso Robles, and Washington. The controlled production model — single winemaker, single county, multi-origin fruit — gives the brand consistent quality signaling across price tiers without the margin exposure of licensing third-party labels.

The Club Move

The strategic signal here isn't the sixth SKU — it's the Advent Wine Club. Starting at $175, the membership converts the brand's highest-engagement seasonal moment into a recurring revenue stream. The mechanic mirrors the advent calendar's core proposition: members receive 187ml pours of each wine, taste before committing, then reorder full-size bottles of the ones they want. Co-founders Zach and Joe describe it as "try before you buy" scaled beyond December.

For operators and buyers in corporate gifting and hospitality amenities, this matters because it changes the customer relationship from transactional to subscription. Brands that build retention loops around experiential sampling — rather than pushing full-bottle commitments — tend to generate stronger reorder rates and more predictable wholesale demand. The club also creates a data asset the brand didn't have before: year-round taste preference data across a membership base, which sharpens future production decisions.

The calendar has sold out six consecutive years and has been featured on the TODAY Show in 2022 and 2024, giving the brand earned media credibility that most DTC wine startups spend heavily to approximate. That track record, combined with Southern Glazer's distribution reach, positions In Good Taste to push the club aggressively into corporate wellness and gifting channels where single-serve wine formats have been gaining ground against traditional gift basket categories.

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.