Breathing New Life Into Your Wine Club

Updated: Aug 11, 2020

Do you have a wine club that is just not working anymore?  Maybe it is difficult to manage?  Following a few basic premises, you can breathe life back into a stale program and begin to take it to the next level.

Reset your goals.  What may have worked a few years ago may not be working anymore due to customer visitation, inventory or facility changes.  Revisit your initial wine club goals and make sure they are still relevant.

Re-evalutate your management systems.  Is your software program still fulfilling your needs?  Do you have a reliable person in charge of your wine club?  Managing data is of primary importance when it comes to your wine club, so make sure your systems and your personnel can handle your needs, especially during a change in the program.

Ask your customers what they want.  Too often, we decide what is right and wrong for our customers without their input.  Do an online survey and find out what is important to them – the answers might surprise you.

Grandfather existing customers into the old program, if necessary.  When recreating a wine club, it is important not to alienate old customers in search of new customers. You have to realize some (or most) people hate change, especially if there is no added benefit.  While attrition will eventually help you deal with an outdated program, be mindful that you still need to fulfill the needs of your most loyal fans.

Be consistent.  The most successful programs are those that are reliable and consistent, so be sure to just “improve” upon what you are already doing. Don't scrap your existing program entirely - just make changes that work for both you and your customer.

Need help evaluating or managing your wine club?  Contact us at 707-738-1301 or

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