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.
The recent article in Wine Spectator evaluated the wines offered from these clubs and found that after the introductory shipment (always a deal and excellent value), you get what one would expect from a $12 (avg.) bottle of wine.
What struck me though, was the total cost estimated in signing up each new member (the media and marketing expended to induce them to join). $200 per new member! And they know, as any wine club manager knows all too well, the trick is to sign up more members then one loses to attrition.
I’ll bet there is not a winery in our region willing to devote that kind of budget to building and maintaining their wine club.
However, it does present the question. What price are you willing to spend to acquire and maintain wine club members?
Comment by Christian Louboutin
Nice Information.. Thx for sharing this information