There’s a lot of crap out there when it comes to wine clubs, but there’s plenty to be learned from both the dross and the gold. [level-members]
I won’t name names, but mass market publications with no real wine bone fides shouldn’t be offering wine clubs. They’re trading on their name recognition and in many cases, selling wines of questionable quality to audiences with little knowledge.
On the other end of the spectrum are the niche players who are following in the footsteps of just about every other kind of producer out there from television studios to print publications to, well, everything. If there’s a small group interested in quilting using material made from recycled soda bottles and only material made from recycled soda bottles, you can bet there’s a website and perhaps even a magazine devoted to that audience and their needs. I subscribe to Acoustic Guitar magazine. Small publication, but a very different set of interests from guitar magazines that focus on electric guitars, or all guitars.
Creating a subscription club is a great way to harness the passion and enthusiasm your best customers are likely to have, especially those who are still exploring. As a small operator, you have the flexibility to offer literally dozens of variations, and could even offer bespoke options for those who know they want to dive deep into, say, the new Cab Franc’s coming out of Argentina. Or anything else.
Consider wine clubs as a marketing tool for your shop. Just be sure your club lives up to the standards of your shop. [/level-members]