That is often said - by many organisations. But actually we need NEW members - of any age. I see nothing wrong in the idea of continuing to appeal mainly to older people, recruiting them as they reach a more mature age. To do this successfully still requires change, but not change that is as radical as that needed to sell to a younger generation.
I wonder if moving towards more “natural wine” is actually one of the things thought to be unpopular amongst oldies. Just for the record, as someone in my early 60s I would very much welcome that move. On the other hand, I think there is something to be said for retailers sticking to what they do well and letting customers find them (something which seems to go against the grain for marketing people). As a member I am not too fussed about TWS’s rather conservative range - I’ll just go somewhere else to buy the more radical stuff.