The Milestone
In Good Taste, the Sonoma County single-serve wine brand, has crossed 300,000 cumulative wine advent calendar units sold, the company announced Tuesday, entering its seventh holiday season with its broadest product lineup and a new subscription offering it calls the country's only advent-based wine club.
The figures underscore sustained consumer appetite for experiential, gift-oriented wine formats. The calendar has sold out in each of the six prior years, according to the company, with media placements on the TODAY Show in 2022 and 2024 amplifying reach into the mass consumer gift market — a channel that traditional wine brands have historically struggled to penetrate at scale.
Six SKUs, Two New Formats
This year's assortment grows from four to six advent calendars, each holding 24 mini 187ml bottles, with the two additions targeting distinct consumption occasions. The Wine Cocktail Advent Calendar ($164.99) features ready-to-drink formats ranging from Espresso Martinis to Piña Coladas — a nod to the ongoing cross-category growth of wine-based RTD cocktails, which have outpaced still wine in several off-premise scan data sets over the past two years. The Food Pairing Advent Calendar ($114.99) bundles holiday bites with the option to pair alongside existing calendar SKUs, carrying a $15 discount when purchased as a bundle.
The full 2026 price ladder runs from $114.99 (Food Pairing) to $249.99 (Luxury Wine Advent Calendar), with the flagship Mixed Wine Advent Calendar positioned at $154.99. All wines are produced by in-house winemaker Matt Smith and sourced from regions including Napa Valley, Sonoma, Paso Robles, Italy, Austria, Germany, New Zealand, and Washington, before being bottled in Sonoma County.
Club Model Extends the Season
The more strategically significant launch may be the Advent Wine Club, starting at $175. Structured around a Summer and a Winter Advent Calendar, the club ships 187ml single-serve pours of each wine, then offers members the option to reorder full-size bottles of preferred selections. The model mirrors a try-before-you-buy mechanic that has proven effective in the direct-to-consumer beauty and apparel segments, and represents a direct challenge to the conventional wine club format — in which subscribers receive full bottles of wines chosen by the producer.
For the foodservice and hospitality channel, the club's corporate gifting arm is worth noting: In Good Taste ships tasting kits to groups of 10 to 5,000-plus across 44 states, a capability that positions it as a scalable vendor for event planners and corporate procurement teams. The brand's on-premise distribution footprint, through Southern Glazer's and Empire Distribution across 36 states, provides the retail infrastructure to support volume as the subscription business scales.
"After 300,000 calendars, we knew people didn't want that to stop in December," said co-founders Zach and Joe. "The Advent Wine Club is the first of its kind to make it a year-round experience, where members can taste every wine first, then keep only the ones they love."
All 2026 calendars include free shipping and are available with delayed delivery for gifting. The brand advises early ordering given historically limited inventory. For operators and buyers tracking the seasonal gifting window, In Good Taste's trajectory offers a data point on how format innovation — not just varietal or appellation — can drive repeat purchases and category expansion in premium wine. For more on direct-to-consumer wine trends, see our coverage of subscription models reshaping beverage retail and RTD wine cocktail growth in off-premise channels.
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.
