Many wineries today are concerned with the declining number of wine club members. Wineries with smaller case productions especially need to find a way to grow these repeat customers right now – WITHOUT dropping prices. One solution: Build a special club for the younger consumer.
With tourist season coming up fast, everyone is going to see younger wine-drinkers walking through their tasting room doors. Unfortunately, many of these 20-30-somethings aren’t the main “target” that wineries are looking at for their wine clubs. Based on past performance, this is not a group that will spend the money on an expensive high-shipment club. TAKE ADVANTAGE OF THIS. Now that we all know how to reach out, relate, and create a relationship with Millennials, use it to your advantage and give them the option of joining your wine club at a level that they are comfortable with. Provide a lighter case shipment option to people 35 and under. If you normally offer your “smallest” club at 3 bottles 3 times a year, bring it down to 2 bottles twice a year.
…you are creating consistent sales to a group that is not a part of your current club – that’s growth.
But how does a business owner prevent current wine club members from opting out of their larger shipments and signing up for this new, less intense version? Limit the club to ONLY young wine drinkers. Your consumers are only eligible for this if they are 35 years of age or younger. This is similar to banks and credit card companies offering special deals to students – the terms are more affordable and the payments are more flexible – but only students are eligible.
By doing this, you are offering a solution to an entire group of people that might not feel comfortable spending hundreds of dollars each year at just one winery. This way you are creating consistent sales to a group that is not a part of your current club – that’s growth. You are also showing this important consumer group that you are putting in the effort to reach out and cater to their situation. Odds are that the businesses that offer this will be the first wine club that many young people will ever belong to. If you can create a life-long customer simply by offering your service on terms they respond to, then you’ve got a good thing going.