Special Wines for Special People

Posted by Alan Boehmer Jul 12, 2006

The marketing of wine is undergoing a revolutionary change. Up until recent years wine was made available to the public through a three-tiered system of production, distribution, and retail sales. Small amounts were typically held back for sales out of winery tasting rooms. The largest wineries still use this increasingly outmoded system.

Smaller premium wineries have discovered that they can make a better profit by luring customers into their tasting rooms and selling their wines at retail prices, eliminating the need for distribution. California's Temecula Valley wineries, for example, typically sell up to 80% of their wine through tasting rooms and cellar clubs.

Cellar clubs are the latest wrinkle in the marketing of wine. In the past, cellar clubs offered substantial discounts to customers who agree to let the winery ship wine to their homes on a regular basis (quarterly, semi-annually); offered special wine dinner events to members; eliminated tasting room charges; and provided discounts on all purchases.

But now, an added feature: Designer Wines. Wineries have become aware of the possibility of developing a special clientele, attuned to their particular style of winemaking. They are now offering special wines not available to those outside their cellar clubs. Often these designer wines are unusual, small production wines. Here's an example:

The Eberle Winery of Paso Robles has just released its first designer wine, 2004 Latin Quarter. It's a creative blend of five varietals: Tinta Madeira & Touriga (Portugal), Petit Verdot (France), Petite Sirah (California), and Sangiovese (Italy). Eberle is very proud of this odd blend and prices it at $35. Want to try it? Sorry, you'll have to join their cellar club!

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