When a Winery's Wine Club Isn't

Wineries are still navigating the post-pandemic world and may be making some mistakes. 

There are a few post-pandemic trends in the wine business that are driving customers away, like sky-high tasting fees. There's another that may be a little harder to spot at first glance. This is wine clubs that aren't really wine clubs.

This is what I want to see!

Defining a wine club

First up, there is, of course, no standard definition of what a wine club is supposed to be, but there are what you'd call historical standards. 

Wine club membership is supposed to be a trade-off, meaning you'll agree to take a certain number of bottles a year in exchange for a decent discount on the wine and complimentary tastings whenever you return. 

Often there are other benefits like member-only events that are free if they are on a small scale, or at a reasonable fee for more elaborate affairs. For events open to the public, there's a discounted rate for wine club members. Also, there might be discounted merchandise, free or discounted winery tours and food pairings or access to club member only wines.

It's all these benefits that keep you in the club. 

 

A mailing list

Some wineries are low enough on supply to meet the demand that they'll have a list of people who receive offers to buy once or twice a year. If you don't buy after a certain length of time, you get dropped. A few places actually have waiting lists. That's what you call creating your own demand!

It's easy to see the difference between the club and the mailing list. However, the two seem to be merging as wine club benefits are going way at some wineries.

Wine clubs that aren't

I've seen this mostly with Pinot Noir houses in the Russian River Valley. You can join their club and take a case of wine in two shipments a year. Except there's no discount on the wine. There's often no free shipping, and for locals that means nothing anyway. There's no free events. I've seen the phrase, "You'll have the opportunity to attend special winery events." Lucky you! You might even get free tastings for two people once a year!

If I see a web page that reads something like, "We'll let you acquire some of our highly sought after, high-scoring wines" I know what's up. It won't be a discount on the wines.

Is there any reason to join a club like this? None that I can see.  If you want their wine, just buy a case whenever you feel like and ask about a case discount. You'll be farther ahead IMO.

If that wine club doesn't offer reasonable discounts on wine, then it's not a wine club. There must be financial benefits to the customer if they are agreeing to take wine periodically.