The Truth About Wine Clubs
If you’re a frequent winery visitor you’ve probably been in this situation a dozen times; the tasting is going well, the wines are pretty good, and then the tasting room representative hands you a pamphlet and asks the dreaded question:
“So, have you heard about our wine club?”
In an era where it seems every service has become subscription-based, this can be a turn-off in an otherwise delightful experience - a reminder that the impetus of any business (even one tied up in as much history and culture as wine) is, at the end of the day, to get money from its customers. But if we can set aside these preconceptions momentarily, I encourage you to consider why wine clubs have become so very prevalent, and the pros and cons of joining one.
While wine clubs increasingly offer different perks in an effort to stand out in the saturated market, a few things generally remain the same. At its base level, a wine club is a contract between a producer and a consumer of wine, where the consumer agrees to purchase a certain amount yearly in exchange for a discount and other perks. Generally, the amount of wine in question is around a case (12 bottles) a year, and the discount is between 10-30% depending on the winery. Many wineries offer several “tiers” of club, with the amount of wine allotted to each club member being higher or lower in accordance with higher and lower levels of perks. These perks generally include some number of free tastings each time the member visits (for example, you and three friends can come and taste gratis) and member-only events such as winemaker meet-and-greets or “release parties” wherein new wines are sampled before they hit the market.
Then there are a few asks and perks less ubiquitous, but still frequently seen. Some wine clubs require members to commit for a certain amount of time (such as a year) while others can be left at any time. Some wineries produce “wine club only” bottles, which serve the double purpose of giving wine club members an exclusive product and tempting prospects to join after being poured the (often especially delicious) bottle in the tasting room. While a few clubs are “bottle of the month” style where members are allotted one bottle 12 times a year, many find this model cumbersome and allot three or four times a year instead. Many will release new bottles to the wine club first, only offering them to the public if they are not bought out by club members in the first month or quarter after their release. Some have a “club room,” usually richly furnished, in an out-of-the-way part of the winery where members may be privy to a different tasting than the one offered to the public. In most cases the content of club allotments is decided by the winery, but some clubs offer members the opportunity to customize.
Then there are the differentiating perks; more and more wineries are including unique offerings to make their club stand out above the rest. One Woodinville wine club of my acquaintance offers partnerships with other businesses, allowing members to stay at hotels, eat at restaurants and even go golfing at discounted rates. Another offers members once-yearly use of the tasting room for a private party such as a birthday or anniversary. Yet another takes its club members on an annual trip to Europe (for an additional fee of course).
As I mentioned above, the market (especially in Woodinville) has become quite saturated with samey wine clubs offering the same discount, same allotment, and similar wine styles. Here are some questions you can ask yourself to find out if the wine club you’re being pitched is right for you:
1) Do I like the wine here and how much of it would I consume in a year?
If the answers are “yes” and “probably 12+ bottles” this club might be a good fit for you. I say “consume” and not “drink” because I personally gift a lot of wine; if you join a wine club you might come to find that your friends give you funny looks when you show up at their houses without a bottle of Wine X, and in this manner 12 bottles can easily go by in a single social season.
2) Do I like the atmosphere? Would I bring my friends here to taste?
Those complementary tastings can be a real value add - but only if you will actually come to the tasting room to get them!
3) How far away is this winery from where I live or work? Will I be able to come get my allotments in a timely manner?
Many wine clubs require allotments to be picked up within a certain amount of time (such as 1 month or 3 months). When time runs out, some wineries will ship your allotment automatically (and charge you for shipping), or some will sell your allotted bottles and replace them with others of equivalent value. If you are located far enough away from the winery that pickup will be difficult, make sure you understand the club’s timing and logistical agreements before signing up. Note that in many cases you may be able to arrange to have a friend or family member pick up on your behalf.
4) What are the additional perks? Do they resonate with me and my lifestyle?
If you throw a lot of parties and the wine club often offers case discounts or other valuable deals for club members, that might be a point in this club’s favor. If their unique perks are mostly in the form of live events (such as concerts, winemaker meet-and-greets, and release parties) but you live an hour away, this might not be the club for you.
I hope this guide proves helpful next time you’re handed a wine club pamphlet; remember, the arrangement is a two-way street intended to help both the member and the winery. As long as it’s a good match, consider trying out a wine club, even if it’s only for a little while.
Salut, and enjoy Washington wine!
