With wineries facing increased competition and consumers becoming more selective, it’s crucial to offer something that truly sets you apart. Wine club members are loyal, high-value clients who provide your winery with steady cash flow. According to the 2024 Direct-to-Consumer Wine Survey [1] by Silicon Valley Bank and First Citizens Bank, the average lifetime value of a wine club member is now about $2,710. Retaining these members—and extending their loyalty—is crucial, as replacing them can be costly and time-consuming.
What’s more, the younger Millennial and Gen X consumers who are so important to replacing sales from the shrinking Baby Boomer generation, want a completely different winery experience according to Liz Trach [2], president of the Wine Market Council, during its spring 2024 conference in Napa. These younger generations want a wine vacation, not an education. Wine club travel is the right inclusion to your winery’s marketing mix. (Millennials and Gen X Want a Wine Vacation, Not an Education, n.d.)
How Wine Club Travel Extends Member Loyalty
Travel experiences bring your members closer to your brand in a way tastings and events can’t match. By offering unique, custom-curated trips with Wine Lovers Travel, your winery can deepen member loyalty, attract new demographics, and provide an unforgettable experience that strengthens the bond between your brand and your wine club.
Why Partner with Wine Lovers Travel?
Each of our journeys is meticulously customized to reflect the essence of the hosting winery, and every destination is personally vetted to ensure it aligns with your unique brand. We don’t repeat trips or operate from a catalog, which makes each experience one-of-a-kind and keeps your members excited about new possibilities.
With over a thousand engaged wine enthusiasts in our email marketing network and an above-average email open rate of 52.58% and click rate of 4.43%, we’ll promote your winery and hosted trip directly to a targeted, eager audience—at no additional cost to you.
Recent Highlights from Our Curated Trips
Uncorking the Flavors of Tuscany and Emilia Romagna
October 2024 – Tuscany and Emilia Romagna
- Private Opera Concert in Florence – A special evening featuring a private concert in the Santa Croce palace with a talented opera singer during aperitivo time.
- Tuscany Wine & Food Experiences – Wine tastings in San Gimignano and the Chianti region, complemented by olive oil tastings and farm-to-table dining experiences.
- Hands-On Cooking Class – In Florence, participants shopped at a local market and cooked traditional Tuscan dishes with guidance from renowned local chefs.
- Emilia Romagna's Culinary Treasures – Tours of Parmigiano Reggiano cheese and Parma ham production facilities, along with balsamic vinegar tastings in Modena.
- Michelin-Starred Dinner in Modena – Dinner at the Michelin-starred restaurant, Osteria Francescana, enjoying a luxurious tasting menu.
Here’s what the host, Debbie Thomas had to say:
“It was an extraordinary trip through Tuscany and Emilia Romagna with Wine Lovers Travel, exceeding every expectation… it was an immersive journey into the heart of Italian culture, craftsmanship, and hospitality. One of the most magical highlights was a private concert with an incredibly talented opera singer… We also had the rare opportunity to see how parmesan cheese is made firsthand… and the wine tastings were exceptional—a true reflection of the region’s deep-rooted wine traditions. The guests on this tour brought such warmth, humor, and curiosity to every stop, making every meal and conversation even more enjoyable.”
Wines of the Rhône hosted by Caliza Winery
May 2023 – Rhône Valley
- Luxury Stay in Lyon’s Historic Hotel Dieu - The elegance of the Intercontinental Grand Hotel Dieu, a former 18th-century hospital turned luxurious 5-star hotel was the perfect home away from home. Its striking dome bar and proximity to Lyon’s attractions make it an ideal base.
- Exclusive Rhône Valley Winery Tours with a Sommelier - Explored top wineries in the Northern Rhône, Côte du Rhône, and Châteauneuf-du-Pape with Sommelier Kelly McAuliffe to savor Syrah and other Rhône varietals with curated wine-paired lunches along the way.
- Gastronomic Adventure at Les Halles Paul Bocuse - A visit to Lyon's famed culinary market with tastings of local specialties and insights into Lyonnaise cuisine, honoring Chef Paul Bocuse’s legacy.
- Guided Tour of the Historic Pont du Gard - A visit to the UNESCO Roman aqueduct to explore its ancient engineering marvels and breathtaking views..
- Charming Villages of Provence - Visit to picturesque Luberon villages like Gordes and Roussillon, where the group wandered through antique markets, local cafes and the striking Provençal scenery for a true taste of French countryside charm.
Here’s what the host, Carl Bowker had to say:
“A great food and wine trip is built around the experiences created and the food/meals enjoyed, wines explored, nice accommodations and ultimately the hospitality and knowledge of the hosts/guides… we ended up with some great local hosts & tour guides. Of course all expertly orchestrated under your guidance… a fantastic trip.”
Savor Spain’s best food and wine by Brian Carter Cellars
June 2022 – Northern Spain
- Private Winery Tastings in Northern Spain - Exclusive access to boutique wineries showcasing Tempranillo, Albariño, and Ribera del Duero wines, offering an intimate experience of Spain's finest wine regions.
- Catamaran Tour with Mussel Harvesting & Tapas - A unique catamaran ride to witness mussel harvesting, followed by a tapas and wine experience, immersing guests in Galician coastal traditions.
- Exploration of Historic Galician Villages - Visits to charming villages along the famous Camino de Santiago, providing a glimpse into the region’s cultural and historical richness.
- Wine Blending Experience - Guests crafted their own Spanish wine blend, engaging in an interactive and memorable activity that highlights Spain's winemaking heritage.
- French Basque Cider Tasting - A special cider tasting at an iconic cider house in the French Basque region, enriching the trip with an authentic cross-border experience of Basque culture and cuisine.
Here’s what the host, Brian Carter had to say:
“Wine Lovers Travel organized a memorable trip across northern Spain in the spring of 2022 for the Brian Carter Cellars wine club. I got many glowing reports from those who participated. The trip was well organized, including nice hotels and great tours of wineries and other local highlights. I would recommend Wine Lovers Travel to anyone who loves to travel Europe with a group.”
Interested in finding out what travelers had to say about our trips? Check out our collection of travel stories in our testimonials page.
Why Your Wine Club Members Will Love These Trips
Hosting an exclusive trip with us allows you to:
- Increase Member Loyalty: Travel creates powerful, lasting bonds that strengthen brand loyalty.
- Reach New Demographics: Our curated experiences attract diverse groups—from adventurous Millennials to discerning Baby Boomers.
- Differentiate Your Wine Club: Offering travel sets your winery apart, especially as wine sales face challenges across the industry.
Ready to Host a Trip? Let’s Talk.
We’d love to discuss how a hosted trip could support your winery’s brand and business goals. Whether in person or over Zoom, we’ll create a seamless, unforgettable journey for your members that brings them closer to you and your wines.
Let’s explore the possibilities— click here to schedule a call.
The World Awaits
We’re excited to bring your winery’s story to life through extraordinary travel experiences.
References
References
[1] Direct-to-Consumer Wine Survey Report. (2024). In https://www.svb.com/trends-insights/reports/dtc-wine-survey-report-2024/
[2] Millennials and Gen X Want a Wine Vacation, Not an Education. (2024). In https://www.winebusiness.com/news/article/286810