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Wine Subscription Club: Steps to Have a Successful Club in this Competitive Market

In an increasingly competitive and challenging scenario, creating a successful wine subscription club can be an excellent business opportunity for entrepreneurs and industry leaders. In this article, we will cover the fundamental steps to launch and manage a successful wine subscription club, presenting strategies to attract and retain customers, even in a market with aggressive pricing and fierce competition. Discover how to combine passion for wine, knowledge, and innovation to create a subscription club that stands out and thrives in the wine world.

1. Define your niche and target audience

Before starting, it is crucial to understand your target audience's profile and define the market niche you want to reach. Whether it is focused on organic, biodynamic, small producer wines or just premium wines, it is essential that the subscription club offers something unique and differentiated.

2. Build a strong and appealing brand

Your brand's image should convey the essence of your subscription club. Invest in quality design and visual communication that reflects your club's values and value proposition. Additionally, choose a name that is easy to remember and related to the wine universe.

3. Wine curation and quality

Careful wine selection is fundamental to the club's success. Establish partnerships with wineries and distributors, seeking quality wines that represent different regions, styles, and price ranges. Diversity is essential to keep members interested and engaged.

4. Personalization and flexibility

Offer subscription plans and options that meet members' preferences and budgets. This can include choosing red, white, rosé, sparkling wines, or a combination of them, as well as the frequency of delivery and the number of bottles per shipment.

5. Information and education

Provide an educational experience to members by providing detailed information about selected wines, such as their history, region, grapes, winemaking processes, and pairing tips. This adds value to the club and helps members better appreciate the wines.

6. Community and engagement

Encourage interaction among members through events, virtual tastings, and discussion forums. This creates a sense of community and loyalty among subscribers. Also, promote partnerships with restaurants and stores, offering exclusive discounts and benefits to club members.

7. Excellent customer service

Ensure exceptional customer service, always available to answer questions, resolve issues, and offer personalized recommendations. Good customer service is fundamental to winning and retaining customers in a competitive market.

8. Marketing and promotion strategy

Use social media, email marketing, and partnerships with digital influencers to attract new members and promote the subscription club. Invest in quality content and targeted marketing campaigns to reach your target audience and generate interest in your club. Consider also running special promotions, referral discounts, and loyalty programs to attract and retain subscribers.

9. Monitoring and analysis of results

Closely monitor the results of your subscription club, analyzing metrics such as retention rate, member satisfaction, subscriber growth, and return on investment. Use this information to continuously adjust and improve your club.

10. Innovation and adaptation

Always be aware of trends and new developments in the wine and e-commerce markets, adapting your subscription club to meet members' expectations and needs. Innovation and the ability to adapt are essential to stand out in a highly competitive market.

Subscription Clubs in Brazil and the World

In Brazil and around the world, there are several wine subscription clubs that stand out for their quality and value proposition. Some examples include:


Wine (Clube Wine): One of the most well-known wine subscription clubs in Brazil, Wine offers different subscription plans with a diverse curation of wines from various regions around the world.

Evino (Clube Evino): The Evino subscription club aims to offer wines with good cost-benefit, selected by experts, and flexible plans that meet different consumer profiles.

Grand Cru (Confraria Grand Cru): The Confraria Grand Cru seeks to provide a premium experience to its subscribers, with high-quality wines and a carefully curated selection of labels from various parts of the world. Vinitude (Clube Vinitude): Focused on Brazilian wines, Clube Vinitude offers subscribers the opportunity to discover and support domestic production, exploring labels from different regions of the country.


Winc (USA): With an innovative and personalized approach, Winc offers a wine subscription experience based on each member's individual preferences, with wine recommendations made based on an initial questionnaire.

Laithwaites Wine Club (UK): One of the most popular wine clubs in the UK, the Laithwaites Wine Club offers a diverse selection of wines from different regions and styles, focusing on quality and variety.

Le Petit Ballon (France): The French club Le Petit Ballon stands out for the sommelier Jean-Michel Deluc's curation and the proposal to present subscribers with lesser-known but excellent quality wines from small producers and various regions.

Vinomofo (Australia): Vinomofo is an Australian platform that offers a wine subscription club with carefully selected high-quality labels by a team of specialists and flexible plans to meet members' needs.

These wine subscription clubs are just a few successful examples in the market, showing how it is possible to create differentiated and attractive value propositions for wine-loving consumers.


Creating a successful wine subscription club requires planning, dedication, and attention to detail. By following these steps and offering a unique and personalized experience to members, it is possible to win and retain customers in an increasingly competitive market with aggressive pricing.

Remember that the key to success lies in providing value to your subscribers, both in the quality of the wines selected and in the educational experience and customer service. With a well-executed strategy and customer focus, your wine subscription club can become a reference in the market and attract a loyal and engaged customer base.



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