This winter I received many solicitations to join wine clubs—from unusual places. The Wall Street Journal, Macy’s, NPR and Martha Stewart all launched wine clubs. I also received solicitations for wine clubs that offer “great” pricing by selling wine that belongs on the bottom shelf of a discount grocer (a.k.a. cheap bulk wine). All of these clubs are competing directly with the more than 90% of US wineries that have wine clubs.
By now, you’ve probably joined a wine club … or two … or three … or more! Most of my wine-loving friends are members of multiple clubs, as am I. When we get together over wine, the subject often comes up. “Which wineries are you members of? Why?” While Capiche has been studying trends and surveying current and past wine club members for specific wineries, the good, the bad and the ugly have emerged. We’re going to focus on the good.