Dive Brief:

• Gelson’s announced the launch of its wine club, offering customers the chance to try new wines and “well-priced hard-to-find” ones, according to a Thursday press release.
• The Southern California grocer’s program features six specially chosen wines that are available in different wine collections. 
• Wine clubs are one of the ways that grocers have been promoting their wine and overall alcohol offerings over the past few years as they look to bring consumers more exclusive goods and bolster shopper loyalty.

Dive Insight:

With the inaugural launch theme of “simple yet elegant,” the Gelson’s Wine Club program debut comes at the start of the holiday season and expands on the grocer’s in-store and virtual wine experiences. 

Gelson’s new program includes three white wines and three red wines, giving members four package options costing between $200 and $450, according to the announcement. Packages include a white wine pack, red wine pack, four bottles of white and red wine or the complete six pack. Tasting notes are included with each package. 

Customers can buy the packages online for free pickup. 

The program does not have a membership fee. Instead, shoppers can become members of the Gelson’s Wine Club through the purchase of any package.

Gelson’s is positioning the wine club as an “exclusive” offering, noting in its announcement that there is limited availability for sign-ups.

Prior to the boutique wine program’s launch, Gelson’s hosted in-store tastings and, when the pandemic forced its wine bars and in-store dining spots to close, turned to virtual tastings with some featuring celebrities who have their own alcohol brands. 

Gelson’s is not the only grocer to dabble in wine offerings. The Fresh Market has localized wine clubs at its Florida stores. During the summer of 2021, Schnuck Markets launched a wine club, offering deals on select bottles and other perks for members of its rewards program.

Earlier this summer, Albertsons and Safeway debuted a curated, ship-to-home wine collection, available only in California, for Albertsons’ banner-branded “for U” loyalty program members, offering bottles priced from $10 to more than $1,000.