How do you use wine clubs and loyalty programs to retain and reward your regulars?

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Wine clubs and loyalty programs are powerful tools to attract, retain and reward your regular customers. They can help you increase your sales, build your reputation and create a loyal fan base. But how do you use them effectively in your restaurant? Here are some tips and best practices to make the most of wine clubs and loyalty programs.

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1 Know your customers

Before you launch a wine club or a loyalty program, you need to know your customers and their preferences. What kind of wine do they like? How often do they visit your restaurant? How much do they spend on average? How do they respond to promotions and incentives? You can use your POS system, your reservation system, your social media channels and your customer feedback to collect and analyze data about your customers. This will help you segment your customers and tailor your offers and rewards to their needs and interests.

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Jimmy Chen

CEO at AOVISS | one-stop bakery and kitchen equipment manufacturers. Offering Specialized Spiral Mixers, Deep Fryers, Ice Cream Machines to all bakeries and restaurants. Looking for distributors all over the world
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Wine Preferences: Knowing what kind of wine your customers prefer helps you tailor your wine club offerings. This can include varietals, regions, and price points that align with their tastes. Frequency of Visits: Understanding how often customers visit your restaurant helps in designing loyalty rewards that encourage repeat visits. For example, offering a complimentary glass of wine after a certain number of visits can be enticing. Spending Habits: Analyzing average spend per visit allows you to create tiered loyalty programs that reward higher spenders with more exclusive benefits. Response to Promotions: Observing how customers respond to previous promotions and incentives can guide you in crafting effective future campaigns.

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2 Design your wine club

A wine club is a subscription-based service that offers your customers exclusive access to a selection of wines, either by the bottle or by the glass, at a discounted price or with other benefits. You can design your wine club in different ways, depending on your goals, your resources and your customers. For example, you can offer a monthly, quarterly or annual membership, with different tiers and prices. You can also offer different themes, such as regional wines, organic wines, rare wines or new releases. You can also partner with local wineries or distributors to source your wines and promote your club.

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Jimmy Chen

CEO at AOVISS | one-stop bakery and kitchen equipment manufacturers. Offering Specialized Spiral Mixers, Deep Fryers, Ice Cream Machines to all bakeries and restaurants. Looking for distributors all over the world
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Goals: Determine what you want to achieve with your wine club. Are you aiming to increase customer loyalty, boost sales, or promote certain types of wines? Having clear goals will guide your decisions on the structure and offerings of the club. Resources: Assess the resources you have available, including staff, budget, and inventory. Ensure you have the capacity to manage the wine club effectively without compromising the quality of your regular operations.

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3 Design your loyalty program

A loyalty program is a system that rewards your customers for their repeated visits and purchases at your restaurant. You can design your loyalty program in different ways, depending on your goals, your resources and your customers. For example, you can offer points, stamps, coupons, freebies or discounts based on the frequency or the amount of spending. You can also offer tiered rewards, such as VIP status, special events, personalized service or exclusive offers. You can also integrate your loyalty program with your wine club, by offering wine-related rewards or discounts.

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Michael Bottigliero

Certified Sommelier, Wine Events & Education, and Beverage Consultant.
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We host virtual and in-person wine tasting events. For our repeat clients, we offer discounts. We keep track of how often they use our services and are able to discount either our Flat Rate Sommelier fee or some/all of the wine packs that ship out. Its a great way to get our clients to keep coming back for the tastings. We also offer deeper discounts if they use our other services (beer, spirit, cocktail tastings).

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4 Promote your wine club and loyalty program

To ensure success of your wine club and loyalty program, you must promote them to your existing and potential customers. Your website, email list and social media platforms, as well as menu, flyers, posters and table tents can be used to spread the word. Additionally, your staff can explain the benefits of joining and sign up customers. You can also collaborate with partners like wineries, distributors or influencers to market your program. Finally, hosting events such as wine tastings, dinners or classes can be a great way to reach more people.

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5 Manage your wine club and loyalty program

Once your wine club and loyalty program are launched, it's important to manage them effectively to ensure their success and sustainability. This includes tracking and measuring your performance, such as the number of members, the retention rate, and the revenue. Additionally, communicating regularly with your members, such as sending newsletters or thank-you notes, is essential. Moreover, you should adjust and improve your offers and rewards based on your data, feedback, and market trends. Finally, engaging and delighting your members with birthday cards, surprise gifts, personal recommendations or invitations can help you retain and reward your regulars. With these tips and best practices in mind, you can use wine clubs and loyalty programs effectively to grow your restaurant business and create a loyal customer base.

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Brandon Childress

Restaurant Manager @ River Enterprises | Customer Relationship Management
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Once your Wine Membership is launched and running successfully, I suggest creating and implementing the following. - Tiered member benefit / offers. For example, each member found the program to bring value. The value is often measured differently. Unique to their budget, wine from various regions, etc. - Offer various weekly / monthly events ranging in format and style. For example, I would offer “Drive-by” wine tastings - casual format, more of a social standing event for a reasonable price point that created an easy commitment to stop in after a long day of work. Typically on slower weeknight. And the contrary, offer a seated, formal dinner - greater commitment and targeted to a higher price point, paired coursed dinner.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you use wine clubs and loyalty programs to retain and reward your regulars?

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1 Know your customers

2 Design your wine club

3 Design your loyalty program

4 Promote your wine club and loyalty program

5 Manage your wine club and loyalty program

6 Here’s what else to consider

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