What is the first step to launching a winery Wine Club?

Before launching, you must define clear goals (sales, loyalty, or branding?), assess how many members you can realistically manage, and determine what unique, concrete value (like exclusive benefits) you can offer members immediately.

Why do many Wine Clubs fail?

Many fail due to incorrect expectations. A Wine Club is a marathon, not a sprint for quick sales. Success requires time to acquire members, test offers, and build a solid relationship based on exclusivity and perceived value.

What do Wine Club members really want?

Members are not just looking for wine; they seek a relationship, status, and exclusivity. Small, meaningful gestures, such as invitations to private events or limited-edition boxes, are crucial for making them feel part of something special.

Who should I target first for my new Wine Club?

You should start with the people who already support your winery. Focus on your "core group" of 10-15 loyal customers who buy annually, visit often, and speak well of you. If the concept works for them, it can be expanded.

How do Italian customers differ from international Wine Club members?

International customers (like Americans or Australians) are often already familiar with the Wine Club model. Italian customers, however, may need to be educated and guided. They require a simple, solid proposal that clearly demonstrates concrete value.

Indietro

English news

30 Ottobre 2025

Reading time: 2 ’

Wine Club: it’s not enough to copy it, you need to design it well (and with patience)

In Italy, the Wine Club is still a frontier to be explored, but it can become a strategic tool for loyalty and direct sales.

By Lavinia Furlani

In Italy, the Wine Club remains an untapped opportunity. Success requires more than copying existing models; it demands a customized, long-term strategy. Wineries must define clear goals, manage expectations, and focus on loyalty and exclusivity rather than quick sales. Starting small with existing loyal customers is the key to sustainable growth.

The Wine Club in Italy today is where exports were twenty years ago: fascinating, full of potential… But for many, it’s still unknown territory. The difference is that today we have an advantage: we can learn from others and do it better. Because copying a model isn’t enough; you need to design a customized one, starting from a fundamental question: “Why should I join your Wine Club?”

There isn’t just one model, but there is one that’s right for you

A Wine Club can be free or paid, open or by invitation, based on fixed shipments or exclusive benefits. There is no one-size-fits-all recipe, but there are questions every winery must ask itself:

How many members can I realistically manage?
What do I have to offer today (not in 6 months)?
What is my goal: sales, loyalty, or branding?

Understanding your starting point helps avoid the risk of launching too fast and… burning out quickly.

The biggest enemy? Wrong expectations

The Wine Club is a marathon, not a sprint. No one builds a solid channel in 2-3 months. It takes time to acquire members, test offers, and refine logistics and communication. The data proves it: Italian Wine Clubs with over 1000 members are few, but they have all been around for years.

Those who join your Wine Club aren’t just looking for wine; they seek relationships, status, and exclusivity. They want to feel part of something special. That’s why small gestures, like an invitation to a private event or a limited-edition box, matter immensely. Anything that creates a different, unique, memorable experience is gold.

Customers are not all the same

Americans or Australians are already “used to” Wine Clubs. They know how they work and join willingly. The Italian customer needs to be educated, guided, and motivated with clear content and a simple but solid proposal. You don’t need to convince them with grand speeches; you need to let them experience concrete value.

If you are thinking about launching your Wine Club, start with the people who already love you. Those 10-15 loyal customers who buy from you every year, who speak well of you, who visit the winery often. They are your first core group. If it works with them, it will work with others.