The wineries that consistently hold premium prices without discounting do so by making price irrelevant to their most loyal customers — not by having better wine, but by building a membership identity that discounting would actually undermine. When members feel they belong to something exclusive and meaningful, a discount signals desperation rather than generosity, and it cheapens the very status that keeps them subscribed. Premium pricing holds when the winery’s communication consistently reinforces scarcity, access, and insider belonging rather than value-for-money comparisons.
Last harvest revealed something troubling across our wine region.
While most wineries slashed prices to move inventory, one producer was quietly selling out at full price, complete with waiting lists.
What made the difference? It wasn’t just exceptional wine quality (though they certainly had that).
The true advantage came from knowing how to engage with customers already in their database.
That producer was le Club, a client we worked with directly. By aligning le Club’s approach with their natural operational strengths, they achieved remarkable results:
- Response rates jumped by 91%.
- Limited releases consistently sold out without discounting.
- Average order value increased 62% (from $136 to $213).
- Annual member value grew by 29%.
Most importantly, le Club stopped leaving money on the table while simultaneously reducing marketing expenses by 32%.
I’ve seen this pattern repeated with numerous premium wineries. Most are sitting on a goldmine of customer data, but few know how to transform it into predictable sales and higher margins.
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