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Wine Club Trends - The Who, What, When, Where and Why

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Inglenook Winery

1991 St Helena Hwy

Rutherford, California 94573

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Wine club sales continue to grow and for most wineries, they make up the bulk of company revenues and an even greater share of margins. Patrick Merrill, founder and partner of Merrill Research, an established leader in wine industry research will share insights gained from two consumer studies his firm has conducted on the topic of Wine Clubs. Pat has been supporting the wine industry by bringing unique consumer insights and perspective to wine producers and marketers for more than three decades.

Presentation topics include:

  • What does the typical wine club order look like?
  • What motivates a consumer to join a wine club?
  • What consumer segments exist among wine club members?
  • How satisfied are members with their clubs?
  • Is interest in wine clubs waning or waxing?
  • What number of shipments and bottles per shipment is ideal?
  • Why do consumers drop out of a wine club?
  • Can you win them back? How?
  • What are considered the most valuable aspects and benefits of a wine club?
  • How can you increase club tenure?

Q & A and audience interaction encouraged.

About Pat Merrill
Pat Merrill has 30+ years of custom marketing research experience and is equally adept at quantitative and qualitative methods. He is renowned for expertise in research methodology and study design, sampling and his approach to questioning respondents. Prior to founding Merrill Research in 1986, Pat held marketing research positions at the Joseph Schlitz Brewing Co. and Heublein Wine (Inglenook and BV). His company has supported 9 of the 10 largest wineries in the U.S. along with many smaller wineries, wine appellations and wine industry suppliers.

Pat is a wine enthusiast and research expert in the wine and alcoholic beverage industries and is a frequent speaker at wine conferences around the world. His articles have appeared in leading wine industry publications, and he has served on amateur and professional taste panels in both the wine and beer categories.

Pat began his research career in Cincinnati, Ohio with Burke Marketing Research, the largest custom marketing research firm in the world. He earned an MBA from the University of Illinois with an emphasis in Marketing and Quantitative Analysis. Pat’s undergraduate degree is in Marketing with an emphasis in Psychology and Advertising.

Presenting Sponsor: Inglenook Winery

This program is open to all members and invited guests of The Luxury Marketing Council of San Francisco without charge

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Inglenook Winery

1991 St Helena Hwy

Rutherford, California 94573

View Map

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