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Innovative Strategies to Grow Your Wine Club in Challenging Times
08/02/2024

In the ever-evolving wine industry, growing and maintaining a thriving wine club can be daunting, especially during challenging times. At vinSUITE's 2nd Annual Wine Club Symposium, Liz Mercer from WISE Academy shared invaluable insights on how to navigate these hurdles. Let's explore three game-changing strategies that can help you grow your wine club, even when faced with adversity.

Watch the full recording here.


Embrace the "Yes, And" Approach to Member Experiences


The wine industry is at a crossroads, with younger generations seeking different experiences than traditional club members. Instead of choosing between classic and modern approaches, adopt a "Yes, And" mindset.

Here's how to start:

  • Offer a mix of formal winery events and more casual, experiential gatherings.
  • Consider "roadshow" events: Bring your tasting room experience to members' locations.
  • Experiment with Airbnb rentals: Use key markets for intimate, pop-up tasting experiences.

By diversifying your event portfolio, you'll appeal to a broader range of members and keep your club offering fresh and exciting.


Conduct a Wine Club-Focused SWOT Analysis

One of the most powerful tools Liz introduced was the importance of a detailed SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis specifically for your wine club. This approach helps identify areas for growth and potential pitfalls.

SWOT Analysis Overview

Action steps:

  • Gather your team for a focused SWOT session.
  • Use industry benchmarks: Leverage data from resources like Community Benchmark to inform your analysis.
  • Pay special attention to acquisition rates: Compare your club's acquisition rates to industry standards.

Understanding your club's position in the current landscape is crucial for developing effective growth strategies in challenging times.


Implement a "Constant, Gentle Pressure" Training Approach

Liz highlighted a concerning trend: tasting room staff are asking for wine club sign-ups less frequently than in previous years. To counter this, she introduced the concept of "constant, gentle pressure" in staff training.

Wine Club Member CRM Quadrant

Here's how to apply it:

  • Move away from one-time training sessions: Focus on ongoing, daily reinforcement.
  • Implement micro-learning moments: Use daily huddles focused on wine club sales techniques.
  • Use leaderboards or tiered incentives: Encourage consistent club sign-up attempts.

This approach ensures that growing your wine club remains a constant focus, regardless of external challenges.


Growing in the Face of Adversity

While the wine industry faces its share of challenges, from changing consumer behaviors to economic uncertainties, these strategies provide a roadmap for continued growth. By adapting your engagement model, understanding your position through detailed analysis, and maintaining a consistent focus on growth through your team, your wine club can thrive even in difficult times.

Value of Data Collection


 
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