Just finished reading an article in Wines & Vines about a winery in New Hampshire, Jewell Towne Vineyards, that tried something new to connect with its customers: instead of a standard wine club they created a weekly wine pick-up program similar to a community supported agriculture (CSA) system. Over their 18 week trial it worked well for them, and help them connect in multiple ways with their local customers.
What a great idea! As Americans start to see wine as a daily beverage, instead of a special occasion drink, what better way to support and encourage this trend then to make it a weekly staple that is delivered or picked up like a box of veggies? Some advantages:
- Educate consumers about the seasonality and life cycle of wines. Last vintages whites come out earlier in the year, red from the year before that a little bit later.
- Reduce the tremendous amount of packaging associated with wine clubs.
- Closer interaction between a consumer and the producer.
I hope other wineries pick up on the trend and good luck to Jewell Towne Vineyards.
More info: Community Supported Winery