Almost every winery has a
”
wine club
”
– basically direct-to-consumer sales that can be beneficial for
both the winery and its patrons.
If you are interested in joining a wine club, there are a few
things I recommend you do before signing your name on the bottom
line.
Almost every winery has a “wine club” – basically direct-to-consumer sales that can be beneficial for both the winery and its patrons.
If you are interested in joining a wine club, there are a few things I recommend you do before signing your name on the bottom line.
The most important thing to do, first and foremost, is to be familiar with the wines that are being produced by the winery – and the best way to do that is by taste.
Visit the winery and sample some of the current releases, perhaps pay a bit more to sample older vintages if available. It makes no sense to join a wine club if you aren’t going to enjoy the wines. You would not buy a car without going for a test drive and the same thing applies here.
You can enroll in most wine clubs for free, but you are making a commitment of continuity (i.e. three bottles every quarter for $50) which allows the winery to charge your credit card for each wine club release until you decide to drop out. Make sure you read the details about wine club membership and understand all the terms associated with that relationship. That way, there should be no unwanted surprises.
Wine clubs offer discounts on purchases and often let club members taste for free. For many, this is reason enough to join.
I belong to a few wine clubs myself, and besides the importance of enjoying the wine itself, I also look to see what else the winery may offer that would entice my participation.
Do they have special events for wine club members only? Do they promote social gatherings like concerts, wine & food pairings or other fun activities that make the wine experience more enjoyable? Do they support local charitable events and associations? Do they offer free tours? Is the staff at the winery friendly, knowledgeable and focused on customer service?
Make sure you know when the wine club shipments are going out or available for pick-up. I have seen where people forget for lengthy periods of time, only to have their wine start to pile up or no longer be available.
Balance is the key. Look at how much you consume, how much you purchase and how much you are able to store for later dates. It does not take long to get in over your head and end up with too much wine (if there is such a thing!)
Other things to look for are wineries that offer different levels of membership, so that you can up-grade to receive more wine, higher discounts and the first opportunity to buy wine futures.
It does not hurt to ask if the winery will cater the wine club releases to your specifications (i.e. all red or all white wine), but do not expect a quick yes. It is cumbering and laborious to do that for everyone.
There are numerous benefits to the winery by having a strong wine club.
First, the wine club helps establish a strong base of consistent revenue whenever the releases occur. Second, wine club members are likely to buy more product than the shipment alone. Third, wine clubs also help with the branding of the winery’s product. A good wine club member can easily be your best form of advertisement. If they love your wine, they will tell others.
I’d like to go on, but I have to run. I just remembered I have some wine club releases to pick up!
Cheers!
