Would You Serve This Email In Your Tasting Room?
Why wine club communications are losing loyalty before the next pour.
Wine clubs are the lifeblood of a winery. They’re not perks — they’re profit engines. Steady recurring revenue. Built-in community. Long-term devotion.
But here’s the uncomfortable truth: most wine club emails are killing loyalty, not building it.
A shipping notice. A billing reminder. A dry “thanks for being part of our club.”
It doesn’t create an experience — or make the consumer feel special.
And when you treat membership like paperwork, your members will treat the relationship the same way: easy in, easy out.
Wine Clubs Aren’t Paperwork — They’re Hospitality
Nobody signs up for a wine club just for discounts and deliveries. They join because they want to feel part of your story.
Every email either deepens that connection — or snaps it.
A quarterly note that reads like a shipping manifest?
A “member-exclusive” email that looks like every retail promo?
A loyalty update that’s just numbers and points?
These are examples of how wineries communicate without connection.
Wine clubs should feel like invitation, intimacy, and emotionally connect to your club members. And your emails are where it happens.
The #1 Mistake Wineries Make
The biggest misstep? Treating membership emails as admin instead of an opportunity.
Every message is a chance to:
Reinforce your story
Elevate perceived value
Strengthen emotional connection
Give members a reason to stay — and share
When you reduce communications to “your next shipment is on the way,” you leave loyalty on the table.
What Strong Wine Membership Communications Look Like
A Story-Driven Welcome → “You’re now part of a tradition rooted in our story.”
Seasonal or Insider Notes → What’s happening in the vineyard, kitchen, or property — pull them inside your world.
Member-Only Stories → Features, recipes, behind-the-scenes with the winemaker or chef.
Contextual Offers → Not just discounts, but experiences that match your ethos (exclusive tastings, early reservations, partner perks).
Consistent Voice → Your brand personality showing up every time, so members feel the continuity.
This isn’t about volume — it’s about thoughtfulness. One great email a month builds more loyalty than a dozen bland ones.
Why This Matters
The Wine Industry is crowded. Consumers have endless wine club membership options. What keeps them isn’t convenience — it’s connection.
Membership communications are not filler. They’re strategy. They tell your biggest fans: “You belong here. And here’s why it matters.”
Done right, they turn shipments, points, and perks into identity, story, and pride. That’s how you move from transactions to true devotion.
How We Help
At Sproveri PR, we help wineries transform membership communications from admininstrative updates into emotional storytelling.
That means:
Communications audits (what’s working, what’s falling flat)
Message frameworks for wine clubs, insider lists, or loyalty programs
Copywriting and content creation (emails, welcome kits, member stories)
Scripted sales training for staff so every touchpoint feels consistent
Because in today’s world, email communications are just as important as the front door.
And if you wouldn’t serve it to a guest in person, why are you sending it online?
Time to think about a change? Contact Sproveri PR.
We’re here to help you thrive.