Wine subscription models are becoming more popular among wine lovers as they allow consumers to try different wines without having to go through the hassle of finding the best ones. Plus, consumers appreciate that they can explore wines of different regions and varietals and learn about the wines.

The ESOMAR-certified market research company Future Market Insights predicted that the wine subscription market will grow by more than 20% in the next ten years, reaching 3.9 billion USD in 2033, particularly due to the influx of people who are buying wines online. 

Sommelier Business talked to Louis Amoroso, the co-founder and CEO of Full Glass Wine Co., the company behind wine subscription labels such as Splash Wines, Scout & Cellar, Winc, Bright Cellars, and Wine Insiders. He explains how joining a wine subscription service can help producers expand their consumer base and enhance brand recognition in the market.

Image Title: Louis Amoroso, Co-founder and CEO of Full Glass Wine Co.

Joining a wine subscription list

If you are a wine label that wants your wines to be featured in a subscription box, the first step would be to find a wine subscription service company to partner with. From companies that feature a specific category of wines to the ones that have a much more diverse list, there are many subscription-based wine delivery companies. Joining any particular subscription list generally begins with a conversation that helps both you and the subscription company determine if the partnership will be beneficial for both. During this initial discussion, subscription labels will share what kind of wines or brands they are looking to feature. 

For instance, Amoroso says, “Full Glass Wine Co. looks for quality, alignment with our customer base, and the potential to offer something unique” when it chooses a wine brand for one of the wine subscription labels under their company. Amoroso explains that Full Glass Wine Co. is highly selective in choosing the wines and brands they partner with. The team regularly meets with winemakers, samples their offerings, and considers how each wine fits into their subscribers’ preferences. They ensure that each brand they partner with brings something distinct.

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Image Title: Wine Subscription Box

Reaching a wider audience

One of the most evident advantages of partnering with subscription service companies is that they offer wine brands the opportunity to reach a wider audience by giving them access to a loyal subscriber base. 

Amoroso notes that subscription companies can help brands reach hundreds of thousands of customers, giving winemakers exposure to a wide and engaged audience. It introduces winemakers to thousands of consumers who might not otherwise have discovered their wines. It also amplifies exposure through digital marketing, social media, and partnerships, ensuring winemakers are put in front of a wider audience who would appreciate their wines.

Image Title: People Drinking Wine

Building brand recognition

“Partnering with a subscription service like Splash Wines, Bright Cellars or any of our other subscription brands offers wine labels consistent exposure that’s hard to replicate through traditional retail channels,” says Amoroso. If you take Full Glass Wine Co., for example, it helps build brand recognition by featuring wines in curated selections and constantly promoting the wines through marketing strategies that get ongoing engagement from the subscribers. This helps the wine brands to build higher brand loyalty and visibility. These benefits tend to be long-term. 

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According to Amoroso, the long-term success comes from the continuous exposure the winemakers get from the subscribers and the trust they have built by constantly delivering quality products. He adds that when a brand gets consistent exposure through curated selections, subscribers tend to recognize and remember the brand better. This not only fosters repeat purchases but also increases brand credibility as customers grow to trust the wines. 

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Image Title: Wines included in a subscription box

Getting valuable feedback

Amoroso points out that in addition to allowing wine brands to reach a dedicated wine-drinking community, wine subscription service companies also offer winemakers access to valuable consumer insights. Full Glass Wine Co., for instance, collects data on customer preferences, purchase behaviors, and feedback across all its subscription brands like Winc, Bright Cellars, and Wine Insiders. Amoroso adds, “This data-driven approach is a huge advantage, as it allows winemakers to understand their audience on a deeper level.” Plus, subscription service companies usually handle most of the logistics and operational aspects, letting winemakers use the feedback and focus on production and quality. 

Overall, partnering with subscription companies can be very beneficial, especially in financial terms, as it helps winemakers save up on costs related to traditional retail distribution, marketing, and customer acquisition.  

Header Image from Full Glass Wine Co.

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