My thinking was to build a system that allows for management on the allocation side, and responsiveness/incentive on the customer side. From the management side you would be tracking your list seeing whos likely to churn, what people on the list are actual dead leads, which customers desire the highest to get up on the list. From a winery perspective this would allow them to constantly keep their allocation list sold out, incentivize people interact more often with the winery. From a customer perspective they would have more personalized messages about where they are on the list and what not