Loyalty & Retention
How wine & spirits brands build brand affinity
For many alcohol brands selling wholesale and DTC, building a strong customer relationship is critical.
For many alcohol brands selling wholesale and DTC, building a strong customer relationship is critical. Driving your most loyal customers from wholesale to DTC subscription can change the complexion of your business. But building a membership program—be it a Wine Club or similar—needs to be more than just pushing bottles on repeat. These program need to craft memorable experiences, gathering valuable feedback, and fostering a sense of community. Here are three brands from the world of wine and spirits that have embraced this approach.
1. Winc
Winc is a modern wine club that believes in simplifying the wine selection process. But more than that, it's a brand that's built on personalization and direct-to-consumer engagement.
Activations:
Subscription Service: Winc's members start with a quiz that identifies their palate preferences. Based on the responses, Winc curates a selection of wines that are shipped directly to the member. This personal touch ensures consumers feel understood and valued.
Exclusive Offerings: Members get access to a wide variety of wines, many of which are exclusive to Winc members, making the membership feel more exclusive and enticing.
Virtual Tastings: Especially relevant in a post-pandemic world, Winc has also embraced virtual tastings, allowing members to explore and learn from the comfort of their homes.
2. The Silver Oak Wine Club
The Silver Oak brand is synonymous with high-quality Californian Cabernet Sauvignon. Their Wine Club offers a mix of exclusivity and community engagement.
Activations:
Release Celebrations: Members get the first dibs during new release celebrations. This not only ensures they get access to limited stock but also fosters a feeling of belonging.
Vineyard Tours & Tastings: There's nothing like experiencing wine at its source. Silver Oak offers vineyard tours and tastings, ensuring members have an immersive experience.
Community Building Events: From harvest parties to wine dinners, Silver Oak provides numerous opportunities for members to bond over their shared love of wine.
3. The Macallan Membership
Diving into the world of spirits, The Macallan, a renowned Scottish whisky brand, offers an unparalleled experience to its members.
Activations:
Early Access: The Macallan’s rare and limited-edition releases are highly sought after. Members get the privilege of early access, ensuring they're always ahead in the game.
Masterclasses: Whisky is as much about knowledge as it is about taste. The Macallan offers members masterclasses, imparting knowledge about the intricate nuances of whisky-making and tasting.
Distillery Visits: Members are invited to the iconic Macallan Estate, where they can delve deep into the brand's history, craftsmanship, and of course, enjoy some exceptional drams.
Membership programs across wine and spirits aren't just about selling more bottles. They’re about building an experience, a journey that puts the customer at the center. By offering exclusive events, firsthand experiences, and knowledge sessions, these brands are creating lasting relationships with their customers and collecting critical data points to build their CRM. As more young brands in the alcohol space launch, expect a proliferation of programs to follow.
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