The Best Wine Clubs Aren’t Clubs: Wineries with Loyalty Program Rewards
Wine clubs certainly aren’t what they used to be. In the olden days, clubs were nothing more than glorified subscription services—opportunities for customers to get more of their favorite wines every quarter or every month. Today, the best wine clubs are sophisticated customer loyalty programs that involve points and revolve around deeper and more intimate experiences, as well as a host of ultra-exclusive wine rewards. Under this new approach, customers are not obligated to receive wines in quarterly shipments; they simply buy what they want when they want it, and the wineries dole out bonuses and perks for the business. Here are some of the most celebrated wine clubs in Napa and Sonoma and across the country today.
Winery Customer Loyalty Programs: The Best Non-Traditional Wine Clubs
Jordan Vineyard & Winery
Jordan’s Estate Rewards program launched in 2008, making it one of the first customer loyalty programs to take this deeper and more exclusive approach. Currently, members receive points for every dollar they spend; they can redeem those points for everything from exclusive dinners and private tables in the dining room to overnight stays in the winery’s ultra-luxe chateau. Membership is complimentary and automatic when customers join the mailing list. According to the winery’s website, members receive 3,000 bonus points for signing up, and will continue to earn three points per dollar for all purchases made, either in person at the winery, by phone, or online. Membership is spread across three tiers—silver, gold, and platinum—and the higher the membership tier, the lower the cost to redeem a reward.
Foley Food & Wine Society
The Foley Food & Wine Society is the luxury lifestyle community that combines three of life’s greatest passions: world-class wines, exquisite cuisine and amazing experiences. Society members enjoy access to a portfolio of highly-acclaimed wines from some of the most-celebrated names in winemaking today, including Chalk Hill, Roth, and Sebastiani, as well as invites to exclusive events and culinary experiences. Through the Foley Food & Wine Society loyalty rewards program, members earn points for purchases made through the Society, either online or at any of the company’s 18 tasting rooms throughout California and the Pacific Northwest. These points can then be redeemed towards purchases of wine, merchandise and exclusive VIP experiences.
Bon vivant winery owner Jean-Charles Boisset has built a customer loyalty program that includes all of his California wineries and tasting rooms, including Raymond Vineyards in St. Helena, DeLoach Vineyards in Santa Rosa, Buena Vista Winery in Sonoma, the JCB Tasting Salons in Yountville, St. Helena, Healdsburg and the JCB Tasting Lounge at The Ritz-Carlton, San Francisco. Members earn three points for every dollar they spend, and they can redeem the points for five different levels of ultra-exclusive experiences. The lowest level, “Tempt,” costs 5,500 points and comprises options such as a food-and-wine pairing, a picnic, or a cave tour. The highest level, “Fascinate,” costs between 35,000-150,000 points and features different overnight getaways. In-between levels offer experiences such as winemaker-for-a-day blending sessions, private tours and tastings, and pizza socials for 12. Bonus points are awarded for membership anniversaries, birthdays, and more; members also receive extra points when they refer friends to join.
Hawkes, located north of Healdsburg in the Alexander Valley, is a small winery with a big following. The Hawkes Rewards Program works like the customer loyalty program at Jordan Winery: Members get three points for every dollar spent can redeem points for tastings, tours, exclusive dinners, and more. Members get 1,500 points for joining, and the first major milestone starts around 5,000 points. Hawkes puts together one-of-a-kind opportunities throughout the year and shares them with members via newsletter.
Francis Ford Coppola Winery
Digital wine pairing guides, recipe books, one-of-a-kind wine events, exclusive merchandise, and a chance to win a trip to the 2019 Sundance Film Festival are among the rewards for which members in Francis Ford Coppola Winery’s Coppola Rewards program can redeem their points. The customer loyalty program, which launched in October 2018, gives members 10 points for every dollar they spend at the Francis Coppola Wine Family club, Virginia Dare Winery Lost Colony Society wine club, or at either of the winery properties in Geyserville. (Wines from Inglenook are not eligible.) In addition to receiving exclusive access, Coppola Rewards members enjoy several benefits, including no membership fees and a monthly e-newsletter delivering announcements and offers. Eventually, there may even be an opportunity to redeem points for overnight stays at some of Coppola’s resorts.
Cooper’s Hawk Winery & Restaurants
This is the outliner in the group, but still qualifies as a winery loyalty program, so we included it. For the uninitiated, Cooper’s Hawk comprises dozens of restaurant/winery/tasting room locations across the eastern U.S. The Cooper’s Hawk Wine Club is an all-inclusive membership where members can redeem points for members-only events, exclusive discounts, and more. Members get points on all purchases and additional rewards for birthdays and other milestones. Members also get a thank-you gift every July. For every 350 points earned, Members receive a $25 reward to be used at any Cooper’s Hawk location. Rewards expire after 90 days.