We've had pretty much the same collection of wine clubs for most of the last decade. They are (with links to the club pages on our Web site):
- The VINsider Wine Club. This is our main club begun and kept in more or less the same format since 2002, and probably the most familiar to most people. We pick six bottles we love in the spring and fall, and send them out to members at our standard wine club discount of 20% below list price, plus shipping and tax. Members have the opportunity to choose classic (mixed), red-only, or white-only shipments.
- The VINsider Wine Club Collector's Edition. We augment the fall VINsider club shipment with six extra bottles of Esprit, including a few additional bottles of the newest Esprit and Esprit Blanc and a small collection of older Esprit and Esprit Blanc that we've been aging in our cellars. Because that shipment is a case, we bump up the discount to 25% (our case discount for VINsider members), and because it contains six or more bottles of Esprit wines, we include no-charge shipping. We've had a waiting list for this since its second year, and because we only have so much wine in our library, I suspect we always will have to cap membership.
- The VINdependent Wine Club. For people who don't want preconfigured shipments or want a lesser commitment, all we require is that members purchase a minimum of six bottles per year. Because the commitment is less, the discounts are a bit less too: 10% from bottle one, and 20% on orders of a case of more. If members get to the end of the year and haven't met the 6-bottle commitment, we offer them a choice of three shipments: mixed (the default), red-only, and white only, or the opportunity to configure their own order. We let them know that if we don't hear back from them, they'll get the default shipment.
While I think we have something for almost everyone, there are a couple of sorts of fans for whom none of the above clubs are a perfect fit. One is the cohort of VINdependent Club members who really just want our flagship wines. They typically put together an order of Esprit (and sometimes Panoplie) once a year, to take advantage of the 20% case discount. But they reasonably point out that their order is more valuable to us than most VINsider orders, and wonder why they aren't getting the 25% case discount. The second is our super-fans, who are in the Collector's Edition club and often reach out to us to add additional wines (mostly Esprits) to their spring shipment to get to the point where their shipping is included. They reasonably wonder why they can't get the case discount on their spring club shipment (our software doesn't process club shipments that way).
At the same time, I've felt for a while that we don't do quite enough to elevate the Esprit de Tablas. When you think of Ridge, for all the wonderful wines they make, if you're asked to name a collectible wine, you likely choose Monte Bello. If you think of Justin, you likely think of Isosceles. If you think of Joseph Phelps, you likely recognize Insignia. From my conversations with our fans and our supporters among restaurant and retail buyers, the general consensus is that if it says Tablas Creek, they're going to like it, but that they don't distinguish all that much between the different blends we make. I can't tell you how many times I've had someone tell me they had one of our wines at a restaurant, I ask them which one, and they can't remember. (Or they say Panoplie when they mean Patelin, but that's another story).
Overall, I think this is a good thing. I'm very happy that whether it's Patelin, Cotes, or Esprit, people feel confident that a Tablas Creek blend will be great. But I also think this is a missed opportunity. We really don't think that all three of our main blends are equal. We blend first for the Esprit, and that wine is made up of the best 15%-20% of what we taste in our blending trials. And, the focus grapes of the blend are meaningful, as both Esprits are based on the signature grapes of Beaucastel. We feel that the Esprit is the most tangible connection in our work to the pioneering tradition personified by Jacques Perrin's pursuit of Mourvedre and Roussanne (and the quest to find and regenerate all the traditional varieties of Chateauneuf du Pape) in the 1950s. As my dad says in this video from 2017, it's the wine we came to California to make:
If you combine the fact that we want a club for our superfans, want to give collectors of the Esprit de Tablas wines a home, are looking to give the Esprit wines a higher profile in our marketing, and have noted that we're getting to the point where we're having to choose where to allocate out the limited amount of Esprit that we've got, it seems like an Esprit Club could do all of those things. So, here goes.
We have decided to keep the new Esprit Club simple. Members will get a case of the newest vintage of Esprit de Tablas (red) each spring, at a 25% member savings off of the list price and with no-charge shipping included. That's it. Easy. If our Esprit club members are also members of our VINsider Club they'll get that spring shipment at the additional discount and also with shipping included. Joint Esprit-Collector's Edition Club members (read: those superfans) will get the 25% savings and included shipping on both shipments, which only feels appropriate.
If you're interested in being a part of the inaugural year of the Esprit club and getting your case of the 2017 Esprit de Tablas, you can read the details of the club and sign up here. If you have feedback on the idea, or other things you'd like us to implement, please leave the suggestions in the comments.