Did you know that wine clubs have been around since 1874? The London-based Wine Society was founded to sell leftover wine stocks after an international exhibition. Early members were Sir Arthur Conan Doyle and Alexander Fleming. (Wine Spectator Magazine Feb 2010)
Up until a few years ago, when a winery started a wine club, they had no trouble building their club to a healthy size. However, as the economy tightened, discretionary budgets for luxuries such as wine have been slashed. The result – attrition rates for wine clubs have soared and getting past the objections has become a weekly training topic for tasting room staff.