Setting Up Your Wine Club: Your Guide to a Successful Launch

Launching a wine club is one of the smartest moves you can make to build a devoted community, drive consistent sales, and share your passion for exceptional wines.

The numbers tell a compelling story. According to Wine Australia’s 2024 Direct to Consumer Report, subscription wine club members are remarkably loyal—they spend more, purchase more frequently, and generate a higher lifetime value than any other customer type. In other words, wine clubs don’t just create customers; they create advocates.

But where do you begin? From curating the perfect selection to crafting an unforgettable unboxing experience, launching a successful wine club requires thoughtful planning. In this guide, we’ll walk you through the essential factors that will help you create a wine club that delights your customers and runs smoothly behind the scenes.

Let’s dive in!

Your wine club’s offering is the heart of the experience. Will you provide curated selections or let members choose their wines, or both? Here’s what to consider:

• Curated Options: Offer curated sets, such as reds only, whites and rosé, mixed cases, signature varietals, or vertical flights of a single varietal, to showcase different expressions. Decide if these change with vintages, seasons, or readiness to drink, and ensure stock is available to avoid disappointing members.
• Customisable Choices: Allow members to pick from your full portfolio, estate wines, premium/collectors’ ranges, or museum releases. Clarify which wines are eligible for subscriptions and that align with your brand.
• Stock and Communication: Make sure that you quarantine stock to maintain availability for members. Decide who manages wine changes and how you’ll communicate updates to members, especially for rolling anniversary subscriptions.

Pro Tip: Map out your offerings to match your winery’s strengths, whether it’s bold reds or rare vintages. The goal is to create excitement for your club.

A successful wine club requires careful resource planning. Can your team and logistics handle the demand? Consider these factors:

• Staffing: Do you have enough staff for frequent deliveries (e.g., monthly)? Train your team to manage orders efficiently, especially for complex offerings.
• Shipping: Consider offering shipping options such as free domestic shipping, free on dozens, or tiered rates. Ensure freight costs align with your frequency and case size.
• Dispatch Strategy: Choose between rolling anniversaries (trickle-feed dispatch) or seasonal drops (dedicated pick-and-pack days) based on your winery’s capacity.

With your offerings and resources in place, let’s discuss the technology that you can use.

The right technology is the backbone of a successful wine club. A well-chosen system keeps subscriptions and payments running smoothly, while freeing your team to focus on members and wine.

• Subscription & Payments: Use a tool like the Tectalic Wine Club App to automate recurring payments and manage member sign-ups directly through your online store. With these essentials handled behind the scenes, you reduce admin and avoid errors.
• Customer Communication: Integrate your platform with an email system (e.g., Klaviyo with Shopify) to send automated confirmations, renewal reminders, and personalised updates.

Pro Tip: If the tech setup feels daunting, consider outsourcing to specialists who can configure your systems quickly and efficiently. There is a significant variation in the complexity of different wine club software; some require a skilled team and a substantial time commitment. Others can be set up in a matter of hours.

Once you have thought through your wine club offering and chosen your wine club software, it’s time to turn your attention to how you package the wine.

Great packaging reflects your brand’s quality and protects your wines. Ask yourself:

• Branding: Should wine club boxes differ from standard store packaging? Branded boxes can enhance the premium feel.
• Functionality: Ensure packaging accommodates different bottle sizes (e.g., triple packs or six-bottle cases) and allows bottles to be laid down or upright to prevent damage.
• Inventory: Stock the right-sized boxes to match your offerings, whether plain or branded, to streamline operations.

Pro Tip: Test your packaging to ensure it withstands shipping while making a great first impression.

Once packaged, it is worth considering how your customer will experience their wine delivery. How special will that feel?

The unboxing moment is your chance to wow members. What’s inside the box matters as much as the wine itself. Here are a few possibilities to consider.

• Protective and Aesthetic Touches: Use tissue paper to wrap bottles or layer it on top for visual impact.
• Educational Content: Include recipes, pairing ideas, or facts about varietals (e.g., Chardonnay). A printed newsletter or seasonal vineyard report can add value.
• Personalisation: Add a thank-you postcard signed by the winemaker or a QR code linking to the member’s account. Consider “refer a friend” incentives, especially for premium members.
• Budget Check: Ensure you have the capacity and budget for printed materials or seasonal updates to maintain perceived value.

Now that your boxes are ready to impress, how will you sell and promote your wine club?

Getting your wine club in front of customers requires a clear sales and promotion plan:

• Sales Channels: Sell through your cellar door, direct-to-consumer (DTC) events, or online. Collect email expressions of interest (EOI) to build anticipation before launch.
• Staff Training: Equip your team with sales scripts and tech training. A soft launch can help refine processes and identify areas for improvement.
• Market Research: Conduct a survey of cellar door visitors to understand their preferences for club offerings.
• Promotions: Develop a social media and content creation strategy to enhance brand presence and engagement. Consider outsourcing box-opening photography or videography to showcase the unboxing experience.

Pro Tip: Start small with a soft launch to test your sales process and gather feedback before scaling up.

With these pieces in place, you’re ready to launch a wine club that stands out.

Conclusion

Launching a wine club is a fantastic way to connect with your customers and grow your winery’s brand. By carefully planning your offerings, resources, tech, packaging, contents, and sales, you’ll create a club that delights members and runs like a dream.

Ready to get started? Use these considerations to craft a wine club that’s as memorable as your wines. And if you need a hand with tech, tools like the upcoming Tectalic Wine Club App are here to make your launch a breeze. Sign up to get notified when it launches. Cheers to your success!

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