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June 2003
Is Your Wine Club Healthy?
Sheer Quantity Isn't Enough
by Lesley Berglund
Most vintners I know judge the health of their wine club--arguably the backbone of their entire direct-to-consumer program--in the following manner: If it's growing, it's healthy. If not, it's in trouble. Yet the real scorecard for a healthy wine club is more complex.Many wineries use the term "wine club" to describe any type of loyalty program. For the purposes of this article, wine club will be defined as all continuity club programs in which a club member provides the winery with his/her cred...
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