Wine club managers help wineries and wholesalers to get wines to their market bases and into the stores which serve their target markets.
The goal of wine clubs is to sell fine wine products to customers, and they do so by providing boxes and samples of wines to customers on a scheduled basis to introduce new products, as well as allow wineries and wholesalers to place their products in the hands of wine connoisseurs in the hope that they will purchase more. The products they provide are often new blends, new grapes, old favorites, and others which allow customers to try curated examples without the difficulty of visiting wine shops. Wine club managers ensure that all of this can happen and that members join, remain, and are satisfied with the options they receive. This also provides wineries and wholesalers an opportunity to reach potential customers they may not have otherwise and maintain a consistent income stream.
Wine club managers may develop marketing campaigns to reach more customers and potential customers to expand the club's sales and client lists. They must work to retain customers and provide interesting, desirable wines that will keep them coming back for more. Sometimes, these are clubs which represent individual wineries and their options, while other companies may provide wines from a wide range of makers. Like sales representatives, these managers must always get the product to the market they serve.
Strong organizational and customer service skills are important in this position, as is thorough knowledge of wines and all things related to wine. Most wine club managers have some education in wine and/or training and education in business, marketing, advertising, communications, and related fields.