🍷 Who Is Your Wine Club Benefiting?

If your wine club looks like every other wine club, is it really special?

Let’s start with this:
We love the idea of wine clubs.
Done right, they’re not just a revenue stream, they’re a relationship. A way to stay connected with your best guests and make them feel like part of something meaningful.

But here’s the thing: most wine clubs aren’t done right.
We’ve reviewed over 50 wine clubs across the West Coast and more than 90% of them offer the exact same four “benefits”:

1. A discount on purchases
2. Complimentary tastings in the tasting room
3. Exclusive member events
4. First access to new releases

And while those things sound good on paper, we have to ask:
Who are they really benefiting—your guests, or your business?

Let’s take a closer look:

1. A discount on purchases

Discounts are great… when your guests already value your wine.
But if the perceived value of your wine or experience isn’t there to begin with, 20% off doesn’t feel like a benefit, it feels like a price correction. Leading with discounts can undercut your brand more than it supports it.

2. Complimentary tastings

This one’s a classic but let’s be honest, how many members actually use it? And if they all did? It would likely become a liability. Offering something you hope people won’t redeem isn’t really a benefit, it’s a silent gamble.

3. Exclusive member events

Let’s talk about the dreaded pick-up party: underwhelming snacks, awkward conversations, and music no one asked for. Too many “exclusive” events feel more like obligations than invitations. Your members deserve something better.

4. First access to new releases

Also known as: access to the wines you’re not at risk of selling out. In reality, most wineries are sitting on current vintage inventory. “First access” sounds important, but rarely holds real value for the customer.

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So we’ll ask again: who is your wine club really benefiting?
If it looks like everyone else’s, sounds like everyone else’s, and functions like a one-way sales funnel, what’s the incentive to stay?

At Wildlight, we believe wine clubs should feel like belonging.
They should feel like access. Like being seen. Like being part of something worth sharing.

We help wineries reimagine their wine clubs- not with gimmicks, but with heart and strategy.
That means:

• Experiences your members actually want
• Benefits that feel personal, not transactional
• Messaging that inspires loyalty, not just retention
• Structures that make financial sense and emotional sense

Because when you build a club your members love being a part of, they don’t just stick around.
They become your biggest fans.
Your storytellers.
Your community.

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Want to take a fresh look at your wine club?
We’d love to help.

Email Us