Background
In conversations with many of our winery/lounge members, we have found these commonalities:

1. The vast majority of their wine club members are from their local area

2. Most new customers come from events they have held or participated in

3. Consumers are looking for “experiences” and social engagement

4. Rather than status, many wine drinkers are looking for fun, realness and purpose

5. Wine drinkers are interested in the origin story and supporting the owner/winemaker they identify with

Therefore, we have created Gruner’s Wine Groups to attract consumers to our members businesses.
 
Gruner’s Wine Group
The goal:

1. Get as many of your contacts as possible to be your regular customers

2. Attract new customers, brand awareness, increase revenues

3. Have all customers/contacts recommend your business to their network of friends

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People are looking for experiences and opportunities to socialize.

• We have created Gruner’s Wine Group as a fun, social platform for people interested in wine to meet at various diverse wineries, wine lounges and restaurants, etc., to enjoy great local wine and meet other wine enthusiasts.

• 72% of wine drinkers are women/diverse.  Diversity Wines winery/wine lounge members provide a unique, positive and comfortable environment for that large segment of the wine drinking public.  The environment these diverse businesses create is not often available in the same way at other establishments.  The importance of a welcoming ambiance is especially true for those newer to wine – the future consumer in the wine industry.

We are developing a Gruner’s Wine Group in every wine region for local wine drinkers to gather, have fun and support the area’s diverse wine businesses. 

• Individual Group participants pay $60/yr to join and select an area diverse winery/wine lounge they want to support

• Diversity Wines sends each selected winery/lounge $55 immediately after the group participant signs up.

• The remaining $5 per person goes toward digital marketing to promote area diverse wineries, wine lounges and wine professionals.

• The Group participant can use the paid invoice to buy $60 worth of wine, tastings or wine club membership at the selected winery/lounge

• Wineries and wine lounges in an area can be the first to recommend a group area host

• The group is hosted on the Diversity Wines website so group participants can post about events, communicate with each other and post photos/videos/comments

Result:

• Many of your contacts will at least be buying $60 worth of wine from you

• Group events you participate in will drive even more wine sales and memberships to your wine club

• The group will grow exponentially as members invite their friends to fun events thus giving you exposure to a much wider audience

• All diverse wine businesses in an area work together to promote each other and establish a thriving clientele that supports diversity

Next Steps

1. Diversity Wines to establish a Gruner’s Wine Group in your area.  (Wineries/lounges can suggest a host)

2. Wineries/Lounges add Gruner’s Wine Group link to their website and encourage their contacts to join the group

3. Work with the Group host to schedule a date (dates) for your meet the wine maker/owner event

 
Benefits to Consumers:

• $60/yr coupon to be used at selected winery/lounge

• Membership in local wine group with opportunity to socialize

• Special invitations to area wine events

• Cancel at any time

• Support small diverse wineries/lounges

• VIP treatment at area wineries/wine lounges

• Group-only events and casual tastings

• Discover new wineries/wine lounges and wines

• Share experiences, stories and fun with other group members

• Free to join!

 
Benefits to Winery:

• $55 payment for any consumer that selects your winery/lounge

• Extensive social media marketing for diverse wineries/lounges

• Extensive diverse winery PR with potential to be profiled in articles

• Advertising

• Contact information for any subscriber that selects your winery/lounge

• Requirements:

  • Must honor the $60 consumer coupon

  • Add Gruner’s Wine Group link to your website

  • Actively encourage contacts to join Gruner’s Wine Group (email, social media, etc.)

 
Do you know someone that would be a great local Gruner’s Wine Group host?

• Someone very social, fun, woman/diverse?

• A social media manager expert in building followings?

• Has a small business (Realtor, travel agent etc.) and is interested in expanding their network?  

• You can be the winery/wine lounge in your area to help start your local Gruner’s Wine Group