Designing effective wine clubs: An analysis of the components of the winery wine club

This qualitative research study, utilising document analysis, identifies the various components of winery wine clubs available to prospective wine club members. This includes a frequency report of the wine club practices in use today as described by wine club brochures and supporting materials, as well as a verification of the wine club components described in industry literature. In addition, a check-list of 30 wine club components is presented. The study is useful for the wine club manager, the wine club member/customer, or organisations and individuals interested in winery marketing to advance the understanding of the span of choices in the marketplace.