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May 2005
Anatomy of a Successful Wine Club
With wine clubs now contributing significantly to total direct sales, the keys to maintaining lifelong members are in your club's organization, database management and communication.
by Veronica Barclay
With increasing wholesaler consolidation and fewer distributors available to carry the entire lineup of a winery's portfolio, direct sales through wine clubs are one of the highest profit centers for many wineries. Clubs can guarantee regular income and cash flow, allow direct access to end users and increase the potential for repeat purchases. According to MKF Research's "2004 Direct Sales Survey," wine clubs overall represented about 24 percent of total direct sales in 2003 as reported by...
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