As Tolosa’s Wine Club Coordinator, I have been researching wine clubs around the nation, and have even joined a few. Wow! There are a plethora of wine clubs to choose from! Some are brand specific, others are region specific. Most offer benefits such as discounts, access to limited wines and invitations to exclusive events. Tolosa’s wine club offers all of these benefits, and more…
With such an abundant amount of clubs, I’ve noticed that many consumers are practicing “club hopping”. They will join a club for one year, cancel their membership, then join another club, and so on and so forth. This has caused wine club retention to lower. We decided to come up with a plan of action. Commencing January 2008 Tolosa decided to create Longevity Rewards for its members: Members active for 1 year receive $50 Tolosa Bucks, 2 years $100 Tolosa Bucks, and 3 years $150 Tolosa Bucks with an upgrade in membership to receive a higher discount. This program not only thanks members for their brand loyalty and support, but encourages them to be more active by visiting our tasting room and shopping cart in order to redeem their Tolosa Bucks. We have received a lot of positive feedback from members and hope to share our wines with them for many years to come. To read more about Tolosa’s wine club, click here.
Members, we encourage you to leave any comments or suggestions regarding our new benefits!
- Brittney Blete, Wine Club & Tasting Room Manager