How big is your winery and what wine club schedule should you set?

When running a wine club, one of the first questions a winery should ask themselves is what schedule should you set for your club packages. The de-facto standard in the industry right now is one case of wine twice per year. But is that the best format?

We have done considerable research into wine club purchaser intentions and have found that people enjoy receiving smaller amounts of wine more often, rather than large shipments infrequently. Why then do wineries still ship out a case twice per year? Simply because it is easier for wineries, and not necessarily what their customers want!

Also, if you chose to ship out once or twice per year (even 4x per year) your gift market will be a fraction of the size of a monthly club when gifts can make up 0.5x – 1x of subscriptions.

Small Winery

If you are a small winery with 2 – 8 skus we would suggest:

  • Shipping out quarterly
  • 2 – 4 bottles per package
  • A special “gift” sample package which can be sent out at any time (monthly), or during the holidays which could be 4 – 6 bottles.

An example of a package:

Package A

Q1: 2x sku A, 2x sku B

Q2: 2x sku C, 2x sku D

Q3: 2x sku E, 2x sku F

Q4: 2x sku G, 2x sku H

Medium Winery

If you are a larger winery with 8 – 16 skus we would suggest:

  • Shipping out monthly or bi monthly
  • 2 – 4 -6 bottles per package
  • A special “gift” sample package which can be sent out at any time (monthly), or during the holidays which could be 4 – 6 bottles.

Large Winery

If you are a larger winery with 15 – 30+ skus we would suggest:

  • Shipping out monthly
  • 4 – 6 bottles per package
  • Each package being able to be sent out as a gift package for a pre-determined number of months