The National Wine UnClub

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The National Wine UnClub

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After serving four years as the wine steward for a Dallas-based fine dining ... of the Fine Spirits Emporium in Alamo Heights, an upscale community just north ... – PowerPoint PPT presentation

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Title: The National Wine UnClub


1
The National Wine UnClub
  • United States
  • Member Store Program
  • Created by Donald W. White

2
Purpose Goal
  • To build and support a nation-wide association of
    Wine UnClub Member Stores that all wish to
    implement a professionally designed,
    user-friendly program of connecting, educating
    and informing their existing staff and clientele,
    as well as attracting new wine customers through
    an entertaining, relationship-oriented approach
    to the complex world of wine.

3
Historical Overview
  • After serving four years as the wine
    steward for a Dallas-based fine dining
    establishment (Arthur's), Don created the Fine
    Spirits Wine UnClub in 1984 (while managing a
    legendary San Antonio wine shop). This Un-Club
    was originally intended as a user-friendly
    program to help wine enthusiasts learn more about
    the subject while enjoying wine as an everyday
    pleasure. It was determined that an alternative
    wine club was needed to accommodate those
    individuals who weren't part of the more
    exclusive wine societies then in place in the
    U.S.
  • Don's focus on fun and friendly wine
    education was further developed through his local
    involvement with offering extensive 4-part wine
    appreciation classes under the auspices of the
    Texas Department of Agriculture (at the former
    Joske's Store in San Antonio). Don also was until
    recently a long-term steering committee member of
    the KLRN Annual Wine Cuisine Tasting (now
    called the Winter Wine Festival). In 2000 Don
    innovated an educational dinner tasting series
    based on The Home Wine Course called The Wine
    Olympics, a judged wine competition with
    audience participation benefiting Special
    Olympics and Big Brothers/Big Sisters of South
    Texas.
  • Don currently is the 'cellarmaster' of the
    Fine Spirits Emporium in Alamo Heights, an
    upscale community just north of downtown San
    Antonio. The Fine Spirits Emporium is a
    proof-positive 'bricks mortar' example of the
    proposed National Wine UnClub program, available
    for all to see.

4
Features
  • 12-Part Home Wine Course - available online at
    www.thehomewinecourse.com - can be used by your
    customers as a presentation-oriented traditional
    wine course program or for home-based study.
    Allows for an in-store Region of the Month
    soft-sell display as well as a source of ideas
    for theme-based wine events. Also useful as a
    staff-training tool to quickly qualify owners,
    managers new staff.

5
  • A Discovery Wine is recommended regularly via
    internet with full color photos and short, pithy
    reviews. These wines can be displayed in a front
    area of the Member Store to build sales as well
    as to form a week-by-week monthly Discovery Wine
    program that can be further promoted through
    traditional print ads or e-mail ads.

6
  • Recommended Wines for Tasting in Inexpensive
    and Moderate categories are offered for each of
    the twelve segments of The Home Wine Course to
    help you facilitate your customers wine
    exploration.
  • Recommended Wines for Tasting are also useful as
    ideas for a core wine-set for new stores or
    regular store re-sets.

7
  • Monthly Newsletter- Use this as a mailer to your
    in-store wine un-club members or just offer it to
    your general clientele as they shop your store.
    Stamp the generic newsletter with your individual
    store name to personalize. Include your own
    inserts for special wine sales, events, or other
    general info you want to include.

8
  • Universal Wine UnClub Member cards a national
    Wine UnClub Member card used to identify store
    wine customers (either sold as membership dues or
    given away to top wine customers to build your
    clientele). Used by your customer to get store
    wine discounts. This card can be serialized and
    tracked nationally by bar code and computer so
    that your customer can use his/her card at Member
    Stores around the U.S. This card helps to create
    the overall cohesiveness of the National Wine
    UnClub program.

9
Member Store Dues Start-Up
  • Each Member Store pays annual dues in the amount
    of 500. This qualifies them for the full range
    of management and consulting services offered
    through the National Wine UnClub program.
  • Each paid-in-full Member Store will receive The
    Home Wine Course reference book and how-to
    manual as well as 100 Universal Wine UnClub
    membership cards to help them initiate the
    program in their location.

10
Target Stores
  • The National Wine UnClub program is designed to
    help the fledgling wine shop that is seeking a
    way to build customer relationship and loyalty.
  • Possibilities in this regard include Mom and
    Pop stores to upscale groceries and small chains
    that havent yet developed a cohesive wine sales
    strategy. This program can also be used by a
    non-retail wine society.

11
Contact Info
  • To contact Don White for more information on
    The National Wine UnClub program
  • Phone - (210) 824-0804 / (210) 822-3115 / (210)
    884-0804
  • E-mail donobewan_at_yahoo.com
  • Mail Fine Spirits Emporium (c/o Don White)
  • 5140 Broadway
  • San Antonio, TX 78209
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