What Benefits to Expect From a Wine Club

There's nothing like a package from one of your favorite wineries periodically showing up at your home or office on an otherwise dreary weekday to brighten the mood.

As many clubs seem to be getting stingier, some things that were taken for granted as benefits are no longer there. A few of these so-called clubs are really just mailing lists in that they don't offer any real benefits to you, the person buying the wine and helping keep their business profitable. Read up on the club, ask questions, choose wisely.

There are three things I expect: 

• Discounts of more than 10%; 20% should be expected. Fewer do this now, or only do it for their top clubs. If you are required to take a certain amount of wine over the course of a year, you should expect a reasonable discount.
  
• Complimentary tastings. Everyone does this as far as I know. It might be for two, four, or six guests. A few places restrict the number of times you can get free tastings in a year. This only matters if you live near the winery.
  
• Customization of your order. There aren't many wineries where you will like/want everything they make. Luckily, more and more wineries are now allowing you to pick your wines, but maybe not at every club level.
  

Things that should be there IMO:

• Larger discounts at wine club events, even if just on certain wines.
• Larger discounts if I buy maybe six, but at least 12 bottles outside of regular club shipments.
  
• Discounts to any public, non-wine club events, such as concerts, Christmas parties, etc.

A word on pick-up vs. shipping members:

• This is a quandary for all wineries. Most club benefits, outside of wine discounts, tend to be geared towards those that live nearby and can visit the winery. What benefits can be offered to members living far away? One is an occasional "one penny shipping special" or similar.
• Shipping deals aren't something that ties you to a particular winery the way a party with the owner speaking to and mingling with guests does. Zoom tastings is a way some people do this, but what is the incentive to connect to the online meeting compared to going to an event? If you are a member of a club in another state and feel disconnected, let them know!

Things to ask a winery if you are considering joining their club, and you live far away:

First, choose which level of club you want to join. Most wineries will have at least two or three different clubs, usually with somewhat different benefits. Then ask these questions.

• How long am I obliged to stay in the club? Most have a one-year minimum or X number of shipments.
  
• What is my wine discount on my shipments? On any reorders of shipment wines? On other orders? Any shipping fee discounts?
• Can I customize my club order?
• Are there any other benefits for someone who doesn't visit the winery?

You live close by and will be picking up your wines:

• Ask the same questions about how long you have to stay in the club, wine discounts, and customizing.
  
• How long do I have to pick up my shipments after release? What happens if I don't pick up my wines in time? Most will ship them to you at your expense.
• What events do you have planned for this year (or had in the previous year)? What are the exclusive wine club events, and how much do they cost? What are the public ticketed events, their cost, and discounts for club members?