Wine BizCast Episode 2: How to Retain Wine Club Members
By Courtney Holmes
On this Episode
We had a lot of fun with a ladies only episode of The Wine Bizcast. The truth came out - secrets to wine club membership growth and retention: Keep the wine club members engaged, January is the biggest month for wine club cancellations and Winemakers are your Rockstars! Ever thought of hosting a wine club cruise to Tahiti? Well our guest from J Vineyards did and pulled it off with a sold out tour! Stay tuned for the inside scoop on making those higher margins with a robust wine club.
Talk is Sheep Marketing
Holmes comes from a background in newspaper journalism and public radio. She decided to merge her love for wine, media and technology when she launched her company in early 2011. Today, they focus on design and marketing for the wine industry.
DTC Wine Workshops
Hess comes from a background in sales and marketing management in technical sales. While working for a dynamics CRM services company, she managed the winery CRM product and helped wineries improve sales, marketing and customer services departments. After working for Vin65 and eWinery she launched her consulting business, DTC Wine Workshops. dtcwineworkshops.com
Wine Direct Marketing
Karen Barnes has been working in the wine industry in Napa Valley for over sixteen years, focusing on Direct to Consumer sales and management. She began Wine Direct Marketing Services in 2002, managing wine clubs, allocation release programs, online marketing and eCommerce solutions for small and virtual wineries who want to increase and expand their Direct to Consumer business. winedirectmarketing.com
Taylor Eason, MBA, CSW
Certified Specialist of Wine, Wine Journalist
J Vineyards & Winery
Brand and DTC Senior Manager
Since 1997, Taylor Eason has educated readers around the world about her favorite subjects: wine and food. To support her culinary habit -- since writing only pays the soul well -- she completed her Marketing MBA in 2001. She moved to Sonoma County over two years ago and straddles two wine worlds: maintaining a wine education website as well working as the DTC and Brand Marketing Senior Manager for J Vineyards & Winery. www.TaylorEason.com
Wine Marketing Consultant
Theresa is best know for founding the wine club management system, Active Club Solutions. Today she stays active in the wine world working as a wine marketing consultant who specializes in web solutions in our industry.
Skip to the Questions
4:30 How do events play a part for wine club retention?
20:47 What are some creative wine club benefits you have seen offered?
34:45 How can wineries anticipate wine club cancellations? Are there patterns to cancellation behavior?
45:48 Are customizations for wine club orders worth the trouble?