guests toasting with glasses of red wine at a Bastille Day event at Jordan Winery

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 Winery lodging guest suite breakfast service
Breakfast is served in one of Jordan Winery’s French-inspired guest suites.

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.

Photo Courtesy of Foley Wines.

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.

Raymond Vineyards Barrel Room
Photo by Alex Rubin, courtesy of Raymond Vineyards.

Boisset Collection

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.

Francis Ford Coppola wine rewards
Photo courtesy of Francis Ford Coppola Wines.

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.

Photo courtesy of Cooper’s Hawk Winery.

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.

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About the Author

Born and raised in rural Kansas, Lisa Mattson fell in love with wine during college in South Florida and worked for a wine magazine before moving to Northern California. She spent almost a decade working as a writer, marketing director and photographer/videographer for Jordan Winery and now serves as a hospitality design and marketing consultant for several wineries, including Jordan. She also designs succulent gardens under the name Sonoma Succulents. When she’s not eating and sipping her way through Sonoma County in the summer and Baja California Sur in the winter, she travels the world with her husband in search of new succulents, ethnic foods, snorkeling spots and tiki bars.

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