The wine club era is here. Everyone loves a steady cash flow, and that’s exactly what a wine club can offer business owners. Building a successful wine club starts with creating experiences.
Yes, wine club members are interested in your wine. But they are more interested becoming a part of a community.
WHAT IS A WINE CLUB?
Wine clubs come with member-only perks. You choose what you want to offer. Exclusive member discounts are a must. Birthday rewards, invites to member-only events, points on purchases, and free tastings are also popular picks.
Every club is different. Take Alchemy Wine & Beer for example. You get your own personalized glass, $1 off pours, 20% off a bottle of wine with each visit, and access to limited ticketed events. Sweet deal, right?
WHY TO LAUNCH
Did you know? Wine clubs account for 34 percent of direct-to-consumer sales, making them the most profitable business channel for wineries according to VinQuest 2018. Your wine club can turn first-time buyers into lifetime buyers. Are you interested in building your business and profitability? We thought so.
HOW TO LAUNCH
Launching a wine club may seem simple enough, but you absolutely need to plan strategically. Your strategy can make or break your wine club. Consider your club’s structure, membership perks, and retention. And most importantly, how you plan to differentiate your wine club.
Your brand communicates who you are, and your wine club should follow suit. Your marketing messaging should match the look and feel of your brand. By creating a dialogue with your customers, you can set your brand apart from your competitors.
Discounts are a major draw, but relationships are everything. Creating memorable experiences helps capture, nurture, and grow your customer base. People love personal connections. When they feel connected, they are more invested.
HOW TO PROMOTE
Drinking wine is an experience. That’s exactly why people love tasting rooms. And yes, you can sign wine club members up in your tasting room. But first, you need to get them there.
Think digital. Your wine club needs a digital marketing strategy to succeed. Most people decide whether or not to visit your winery before you ever talk to them. They definitely judge a business by its cover aka by its online presence. This means your website needs to be user-friendly and signing up for your wine club should be as easy as possible.
Consumers discover, shop, and share brands on their smartphones. So, communicating digitally is super important. Getting people to your website in the first place begins with your social media strategy. People spend hours on social media, and that’s why having a dedicated following Instagram and Facebook is so valuable.
Your social strategy can’t just sell. No one likes constant in-your-face advertisements. Your social media gives you a chance to tell your story. You can educate your followers about your winery, host contests and giveaways, feature your customers, team up with influencers, or try all of the above. The possibilities are endless, so be creative.
WHY DO WINE CLUBS WORK?
Every sale helps, but repeat business helps more. If your wine club is wonderful, your members will tell their families and friends about it. Happy members share wine, plan tasting room visits, and encourage others to join. In every scenario, you are reaching new customers without even trying.
Wine is an emotional product and therefore an emotional sale. Creating a club is a more personal alternative to traditional wine-buying methods. Remember people want to feel like they are a part of something special. Also remember, wine lovers have a lot of options, so your wine club needs to stand out.
If your winery is seeking more DTC sales, let’s chat.