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February 2007
Retaining Wine Club Members
Offering a unique and versatile program, reaching out to connect with members, and training tasting room staff are all keys to a robust wine club.
by Cathy Fisher
As wine clubs have taken on a more important role in generating year-round revenue for wineries, club managers have been challenged to not only recruit more new members but also adopt, refine and invent new ways to keep their loyalty. Direct-to-consumer selling of wine through a wine club is not only lucrative for wineries who count on the regular revenue stream to take up slack, often from absent tourists, but it's also a key to building and strengthening their wine's brand among a sea of comp...
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